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Aiming for the Heart: How to bring emotion into your communications strategy


28 Mar 2019







This course is designed to enable communications professionals to build campaigns around emotive responses rather than just clicks and column inches.

Event Type: Classroom

Address: PRCA, London, SE1 0BE

Places available: 10

Places remaining: 8

Trainer: John Brown MPRCA

Image of trainer

Event Overview

How will you benefit
Attendees will be able to:

  • Understand what makes a strong emotive campaign
  • Research and develop emotive audience personas
  • Build objectives and strategies based around emotional response
  • Undertake creative exercises to deliver emotive tactics
  • Measure the impact of emotion led campaigns
  • Build the business case for an emotive led brand

Who should attend
This course is designed for senior executives, account directors and creatives who are looking to go beyond the normal confines of what is considered a traditional PR campaign and surprise and delight their bosses and clients.

What will you learn

  • Using free tools to research an audience
  • Develop the emotional red thread in a campaign
  • Understand the link between emotion and PR success
  • Develop strong creative work
  • Get the ideas sold into the people that count

Course Materials
Each attendee will receive a course workbook at the start of the course containing all the key learning and exercises. This is completed during the course and then taken away by the student for future reference