Public Relations and Advanced Media Skills
Course Info
Code IND11-106
Duration 5 Days
Format Classroom
Course Summary
For many years, society has relied on the use of media to promote particular messages, products, or services. As technology has developed, the use of media has become more necessary than ever, and there is a much stronger demand on these outlets. With the transition to digital platforms, the methods of media have changed but the original principles remain.
Maintaining positive public relations is absolutely crucial for an organisation. To remain successful, it is necessary to develop a positive relationship with consumers to ensure brand loyalty. To engage with their target audience, organisations utilise media platforms to communicate and promote certain intentions. Type source of media has its own benefits and limitations, so an organisation needs to explore these options and conclude what would be most suitable to meet their goals.
Public relations is heavily reliant on the ability to communicate and control their audience through various techniques and skills. For effective engagement, those involved need to be highly competent at communicating, in a written, verbal, and non-vernal way. There also needs to be a strong focus on analysing the target audience to gauge their reactions as content is released to understand what adjustments need to be made to areas of the organisation.
During this course, you’ll learn:
To understand the importance of managing public relations and obtaining advanced media skills within the modern world.
To explore the role and responsibilities of PR within different organisation sectors – finance, corporate, public, and non-profit.
To examine the contribution of theory when planning and creating PR campaigns.
To discuss current organisational standing and set goals, objectives, and expectations for expanding through public relations.
To develop methods and programmes for effective relationship building.
To manage behaviours, attitudes and reputation relating to the organisation.
To effectively navigate the challenges and limitations of media when implementing a PR campaign.
This course is designed for anyone within an organisation who is responsible for managing PR and media. It would be most beneficial for:
PR Personnel
Sales Directors
Marketing Directors
Community Engagement Managers
Business Owners
Brand Managers
Media Relations Representatives
This course uses a variety of adult learning styles to aid full understanding and comprehension. Participants will review videos of professional conferences and TV interviews to highlight key communication methods and skills.
Participants will engage in a range of learning exercises and methods to encourage a full development of knowledge in relation to the taught content. Utilising equipment provided to them, they will partake in presentations, case studies, video materials, group discussions and activities. These will ensure that they are granted a full opportunity to align their existing knowledge with new skills.
Course Content & Outline
Section 1
Fundamentals of Public Relations
Defining the term ‘public relations.’
Exploring what internal and external factors influence a PR campaign.
Describing the roles and responsibilities of different PR professionals.
Understanding the Big Picture – innovation, planning, strategizing, and implementation.
Scenarios where PR may need to be used.
Assessing the vitality of creating an online presence for the organisation.
Section 2
Public Relations and Media
Identifying the different types of media, their ideal purposes, benefits and limitations.
Building a positive relationship with the media.
Navigating media in times of crisis to preserve public image.
Methods and techniques to develop a positive reputation within the media.
Partaking in live interviews, press conferences and press releases.
Section 3
Skills and Responsibilities
Observing key characteristics of dynamic public speakers.
Understanding internal and external spheres and forming a corporate image.
The importance of thorough preparation.
Analysing the target audience and selecting key topics in relation to their key interests or values.
Utilising different methods of communication – verbal and body language.
Ensuring written content is cohesive and efficiently formatted.
Section 4
PR Promotional Role
Driving home important messages with a strong and inviting tone of voice.
Assessing the decision-making process of consumers and how they interact with the organisation.
Managing corporate community involvement.
Different methods of marketing PR.
Arranging sponsorships and promotions.
Section 5
Social Media
Analysing the interaction of traditional media and social media.
Establishing a social media identity to reflect the organisation’s image.
Open communication with consumers and directly building positive rapport.
Evaluating online trends and how the organisation can utilise them for personal promotion.
Skills The Best Media Relations Professionals Possess in 2024
Navigate the intricate realm of media relations with finesse! Learn the blend of technical, soft, and hard skills that propel professionals toward excellence. From writing prowess to crisis management, discover how to build relationships, shape perceptions, and thrive in the dynamic landscape of media and PR.
Navigate the intricate realm of media relations with finesse! Learn the blend of technical, soft, and hard skills that propel professionals toward excellence. From writing prowess to crisis management, discover how to build relationships, shape perceptions, and thrive in the dynamic landscape of media and PR.
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