Description
Course Summary
From the public relations manager to the admin team, understanding the intricacies of public relations is vital for ensuring and supporting a company’s reputation, brand, and image. This includes staff who come into contact with the external and internal public within the scope of their job, even though PR may not be a defined part of their job description. There are many issues and problems a company can experience from poor public relations management. Hence, it is vital that all staff have a basic understanding of what the key functionality of public relations is.
This course will equip delegates with the skills needed to ensure that communications in the public arena are well formulated and effective while supporting the company, not creating problems and bad press. This means understanding that written and verbal communication are very different skills and not grasping the subtle issues involved in non-verbal written communications can easily inadvertently offend and cause problems. The course offers an excellent grounding for all staff that may be interested in planning and executing a press conference and gives skills needed to make a positive impact. There is also an explanation of the changing landscape of public relations and why this is important for public relations personnel to understand.
Course Objectives
- To be able to define the role of public relations officers clearly
- To be able to demonstrate public relations functionality in a changing world
- To be able to show critical skills in communication
- To be able to practice essential techniques in PR
- To be confident in dealing with members of the internal organisation
- To be confident in communicating with external public bodies and individuals
- To be able to demonstrate how PR professionals support reputation/brand/image
- To be able to define the steps required to plan a press conference
- To be able to execute and present a press conference
Course Content & Outline
1- Public Relations: An Ever-Changing Environment
- What are the origins of public relations
- How have public relations developed
- Defining public relations
- Understanding the objectives and scope of PR
- Changing perspectives in PR
- How this impacts roles and brings new roles
- How PR can support and build brand/image and reputation
2- Defining Public Relation Functions
- Understanding how to plan PR activities
- Making planning PR activities successful
- Organising a public relations activity
- The skills need from public relations professionals
- What are the roles for PR within an organisation
- Understanding how other staff can impact PR
3- Communication and Problem Interactions within PR
- The key communication differences: Internal v external public
- How to overcome any barriers to communication
- Understanding how non-verbal communication can cause issues
- The skills of communication needed for PR professionals
- Encountering difficult personalities and understanding them
- Strategies for dealing with complex interactions and personalities
4- Skills in Verbal Communication for PR
- Verbal communication: The different types
- Skills and preparation for speeches and presentations
- The importance of rehearsing a presentation or speech
- Getting feedback from colleagues
- Fielding questions in a live arena
- The non-verbal skills and verbal skills of presenting
5- Skills in Written Communication for PR
- Written Communication: The different types
- Differing writing skills for emails/letters and memos
- Etiquette in written communication
- Understanding how issues arise from poor written skills
- Newsletter writing and production
- Putting together brochures – design through to production
- Magazine article writing
6- Public Relations and Press Conferences
- When/why do we need press conferences
- Understanding the rules of conducting press conferences
- Press release 101 – preparation, format and writing skills
- Press conference management, including fielding questions
- What are press clippings
- The importance of preparing/circulating press clippings
Who is this training for?
- Public Relations Managers
- Supervisory roles in PR
- Professionals with public-facing roles
- Marketing professionals
- Sales managers
- PR officers
- Human resource/personnel/training officers
- PR Administration Staff
- Roles with internal communications
- Roles with external communications
Training Methodology
Teaching takes place in a variety of settings including face to face in a classroom environment and will ensure that participants can expand their knowledge of the subject and increase their skill set. The course is delivered via various methods by a specialist tutor. This will include PowerPoint presentations, reviewing articles and other relevant materials, group or individual exercises and discussions. There may be some independent work set, and the course will involve a requirement to submit articles to demonstrate understanding and an end of course test. Note-taking is encouraged, and you are welcome to use electronic devices to do this.
The course manual will form part of the learning but give you references for the future. You are encouraged to ask questions and, if needed, spend time one to one with your tutor to go over any issues. During your time in the classroom, you will be able to network with peers in similar roles.
