Description
Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. Successful public relation campaigns need to be managed as the ongoing development of a program in a structured way to benefit both the organization and its clients.
From planning a public relations campaign through to implementation involves a step-by-step technique. Topics discussed include environmental scanning, audits, identifying stakeholders and target publics, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis is placed on evaluation and return on investment of communication.
Learning Outcomes
At the end of this course the participant will be able to:
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Prepare coherent, realistic and effective public relations solutions and communication plans for a variety of situations ;
- (define the situation, segment publics, decide on approaches and strategies, develop appropriate messages, choose the most appropriate tools and channels, evaluate the success of the plan);
- Think strategically and creatively in identifying needs and planning a communications or public relations project to meet those needs;
- Develop measurable objectives and evaluate how well they were met;
- Work effectively to develop and persuasively present practicable communication plans;
- Develop an awareness of one’s own strengths in the field and professional development needs.
Duration
12 hours
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