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