Details
Summary:
The need for this course was suggested by the fact that over half of PRCA members’ principal client contacts have not undergone formal training in the management of public relations programmes.
The course is designed to provide managers and marketers – non-PR-specialists with responsibility for public relations and/or personal involvement in PR programmes – with an intensive, one-day introduction to public relations: what it can do, how it works, what it costs, how to measure its performance, how to co-ordinate PR with other communications techniques, and how to get the best from PR agencies.
Participants will complete the course understanding the science of public relations and knowing how to use a set of basic tools to formulate PR objectives, monitor progress and manage the contribution of public relations departments and public relations consultancies.
Event Type: Classroom
Address: PRCA, 82 Great Suffolk Street, London, SE1 0BE
Places available: 10
Places remaining: 10
Trainer: Adrian Wheeler FPRCA
Event Overview
Attendees will learn
Section 1 - Introduction to PR and PR Agencies
- What is PR? & What can PR do?
- Legal aspects, ethics and regulation
- PR people: who they are, key skills and talents
- PR agencies: the shape and structure of the UK PR industry
Section 2 - How it works
- How PR works: mobilising the media and other third-parties
- Formulating a PR brief: objectives, stakeholders, messages, channels
- Budgets: fees, costs, expenses. Typical PR budgets – Practical example & exercise
- Contingencies: handling surprises – opportunities and problems
Section 3 – Agency Relationships
- Choosing a PR agency: long-list, short-list, pitch, selection criteria
- Hiring a PR agency: T&C’s, KPIs, reporting system, incentives/penalties
- Managing a PR agency: from briefing and evaluation to people / performance issues
- Agency relationships: how to be the agency’s favourite client
Section 4 - Online Communications
- Online communication: online media, social networks
- Role of social media in PR - social media agency versus PR agency
Materials
Participants are provided with a set of notes and checklists covering all the tools and techniques described during the course. The course slides are available in digital and hard-copy form. Access to the trainer for questions and discussion is offered free of charge for a period of six months.
About the trainer
Adrian is a practising public relations consultant with 30 years’ experience in corporate, financial and brand PR, gained in both his own company, Sterling, and as CEO of an international consultancy, GCI. His client experience includes managing large-scale stakeholder engagement programmes for organisations like BA, P&G, Novartis, Dell, VISA, Westinghouse, Hasbro and the German Dairy Board. He is also a trainer for the PRCA in issues and crisis communications, corporate social responsibility, media relations and writing, new business pitching and brands & PR.