Public Relations

Overview
The course is designed to improve the ability of those managing and performing the public relations to think strategically, present and support arguments for public relations in strategy development, decision making and implementation. In addition delegates will develop their own skills in public relations thinking and practice.

Learning objectives

You will be able to:

· Use public relations to provide support for and help to achieve your organisation’s goals
· Use communication techniques more purposefully and confidently
· Discuss and receive input to the development of your own public relations strategy and programmes
· Justify the contribution public relations makes – or can make – to you organisation’s success
· Improve your own skills in strategic thinking, planning, evaluation and implementation of communication programmes

Course content

· Best practice in the management and performance of the public relations function
· To contribute to strategic decision making within your own organisation
· Techniques of analysis, interpretation and application
· Strategic and tactical communication plan development
· Practical ways to implement public relations strategies to achieve corporate goals
· How to identify and design programmes for internal and external stakeholders
· Presentation, implementation and evaluation skills
· By critically examining case studies how the best practitioners operate
· The latest techniques for using the new media
· To prepare briefs and manage outsourced creative and implementing resources
· Where public relations fits in the integrated communication model
· The fundamentals of political decision making and the skills needed for political communication and lobbying