Planning and Managing Public Relations Campaigns


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.



  • 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.



  • Communications and marketing teams
  • Senior and mid-level managers
  • Entrepreneurs and small business owners with no communications team



12 hours



  • $1095 (plus tax)


Featured Instructor

Paula Bernardino, MCM, CSR-P, SCMP® Strategic Communication Management Professional (SCMP) with more than 15 years of experience, Paula has an expertise in strategic corporate communications and public relations acquired while working for large global corporations and not-for-profit organizations. Paula is currently a strategic independent consultant in communications and corporate responsibility while also guest speaking at conferences and panels.

She is a course lecturer at McGill University in the Public Relations program where she teaches the Internal Stakeholder Communications and Communication in the Corporate Sector courses. She is also the teaching assistant for the Organizational Public Relations and Applied Ethics in Communications Management courses at McMaster University in the Masters in Communications Management program.



Event CodeTitleBegin DateEnd DateTermDelivery Method
P01462403APlanning and Managing Public Relations Campaign3/18/20243/21/2024WinterOnlineRegister