Public Relations Campaigns: From Planning to Execution

Objectives

By the end of the course, participants will be able to:

  • List and define PR concepts and differentiate between PR and advertising
  • Create and implement a PR plan
  • List contributions of PR campaigns to strategic management
  • Manage a crisis using PR
  • Explain the importance of organizational and corporate image
  • Measure PR effectiveness

Target Audience

  • PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

Course Outline

  • PR recap
    • PR: definitions, concepts
    • Stakeholders in PR
    • The many components of PR
    • Key differences between PR and advertising
  • Creating and implementing a public relations plan
    • PR plan: definition and needs
    • Characteristics of a PR plan
    • SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
    • Target audience(s)
    • Goals (what we hope to accomplish)
    • Objectives (what needs to be done)
    • Key messages: simple and descriptive
    • Strategy (methods to accomplish objectives)
    • Tactics (deadlines and cost)
    • Timeline and responsibilities
  • Contributions of PR campaigns to strategic management
    • PR and strategic management
    • Taking a strategic approach
    • What can PR accomplish
    • Environmental scanning
    • Internal and external environment
    • Managing issues
  • Crisis management using PR
    • Defining and identifying a crisis
    • Remembering the rules in a crisis
    • Phases of a crisis
    • The disclosure principle
    • The symmetrical communication principle
    • The relationship principle
    • The accountability principle
  • Importance of the organizational image
    • Public opinion (attitudes, opinions, actions)
    • Building the organizational image
    • Variables of managing the image
    • Image and reputation management
    • From identity to reputation
    • Relationship management
  • Measuring PR effectiveness
    • Purpose of evaluation (output, outcome)
    • Evaluating (process and goals)
    • Matching objectives and results
    • Measurement (production, exposure)
    • Weaknesses of the traditional approach
    • Measurement techniques