Introduction
Communications and PR are at the heart of the business performance. Modern methods, tools, and channels have greatly increased its power. This lively and challenging program is focused on developing skills and competence to practice effectively in today’s organizational environment. In this program you will learn how to:
- The range of activities and skills of PR and how they can benefit you
- The tools and techniques of effective PR practice
- To improve your planning and writing for a range of media
- To deliver successful events, visitor and VIP programs
Course Objectives of Advanced Public Relations
- Examine the role of Communications/PR in the 21st Century Organisation
- Explore the range of communications techniques and tools available
- Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
- Learn how to write a clear PR/Communications brief
- Plan communications activity to meet client need
- Learn how to develop an electronic PR/Communications Centre
- Develop crisis media management techniques
- Develop media interview techniques
- Develop personal communications effectiveness
Course Methodology of Advanced Public Relations
The program uses a rich mixture of practical exercises, case studies, questionnaires, syndicate and group work, and video/DVD examples. Participants will be asked to reflect on and to discuss their own professional issues and experience.
Course Summary of Advanced Public Relations
The program is a thorough and up-to-date introduction to the professional practice of public relations and communications in the 21st-century organization. The value and nature of PR disciplines are established and linked to bottom-line performance. The tools and techniques to deliver business effectiveness in these disciplines are systematically covered, practiced, and illustrated with a wide range of recent case studies. The program includes personal action planning to ensure that the learning can be successfully transferred to your own work.
Course Outlines of Advanced Public Relations
The 21st Century Communicator
- Introduction and welcome
- Goal setting for the program
- The role of Communications PR in the organization
- The range of media and channels
- A problem-solving approach to PR
- Personal goal-setting for the program
From theory to successful practice
- Communications models: implications for practice
- Psychological themes and construction in practice
- The art of influence and persuasion
- Ethics and communications
- Organizational transparency and communications
- Taking and interpreting communication briefs
The Medium is the Message
- Managing stakeholder relations
- Managing government relations
- Choosing channels - matching media to tasks and stakeholders
- Writing and editing a newsletter, newspaper or magazine
- Writing for the web
- Organizing events and exhibitions
e-Management x Communication
- Improving the power of communications in the organization
- Measuring communications effectiveness
- Using measurement to improve performance
- Crisis communication
- Reputational management
Putting it all together
- Planning your career and personal development
- Impacting positively on your managers
- Managing up and increasing your personal visibility
- Networking and effectiveness
- Team working and your personal effectiveness
- Time management and work planning
- Summary and Conclusion
About London
The UK capital of London is a city that combines the old and the new. It is as equally famous for the latest fashion and innovation as it is for its impressive heritage. London's attractions range from the Royal Palace to the DIY atmosphere of its markets. It is also a picturesque city of parks and of course, the majestic Thames River. The city extends for miles beyond its ancient core and each neighborhood has its own charming atmosphere for visitors to explore. London also wears its status as a world city proudly and the influence of different cultures is plain to see in the food and fashion of the capital.
Things to do and places to visit in London
With so many attractions in London, anyone can find something to delight them. Art lovers will enjoy the world-renowned museums and galleries, most of which are free. Sports fans are spoilt for choice by the city's array of football clubs. Theatre and music fans have a vast list of venues to visit, whilst shopaholics have Harrods, Oxford Street, Camden and much more to look forward to after arranging flights to London.
Some unmissable London attractions include:
- Seeing priceless masterpieces in the Tate Britain or the National Gallery.
- Watching the changing of the guard at Buckingham Palace.
- Visiting Trafalgar Square's famous monument.
- Marveling at the Crown Jewels in the Tower of London.
- Getting a bird's eye view of the city from the London Eye.
- Tasting one of Brick Lane's famous curries.
- Browsing the exclusive shops of Knightsbridge.
- Visiting a market – Spitalfields for antiques, Camden for clothes or Borough Market for street food.
- Admiring design from around the world in the Victoria and Albert Museum.
- Looking for clues at the home of fiction's most famous detective, Sherlock Holmes.
- Strolling through one of the lovely parks, including Hyde Park, St James' Park or Kew Gardens.
- Eating Britain's most famous dish, fish and chips.
- Watching the street performers in Covent Garden.
- Enjoying the views at a South Bank cafe.