13 - 17 Jan 2025
Kuala Lumpur (Malaysia)
Hotel : Royale Chulan Kuala Lumpur
Cost : 5250 € Euro
Sustained public relations campaigns can help drive strategic organisational change, build public perceptions and drive reputation with key stakeholders. Well planned and executed campaigns are a cost-effective means of changing perceptions and increasing stakeholder value for an organisation.
This powerful programme takes a problem solving approach to the design of PR campaigns. By closely fitting the campaign to core business priorities as well as project objectives campaign design reinforces key messages and organisational strategy. Participants will develop the skills to design, plan, cost, deliver and evaluate campaigns using the full range of PR media and channels. Case study examples in print and video will be used throughout. Action planning for the workplace to put ideas into action is a strong feature of the programme.
Highlights of the programme include:
Powerful planning tools
A wealth of practical examples and frameworks
Personal coaching and advice
Incorporation of your own content into the programme giving real, useable outputs
A practical and theoretical toolkit for use beyond the course
To examine the range of PR campaigns and the purposes that they can achieve
To develop a problem-solving approach to match the PR campaign strategy to business objectives
To plan PR campaigns to meet need setting clear objectives with behavioral outcomes and measurable results
To examine a wide range of successful campaigns to judge the different strategies and use of channels and media
To measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
To learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology
The program is an activity and discussion-based. Formal presentations will be balanced by a range of case studies, practice problems, and group discussions. Sharing the experience of the participants is an important feature and delegates will have the opportunity to discuss their own projects or challenges in an environment focussing on solving those problems. Real examples presented on DVD are a strong part of the course.
Communicating effectively with key stakeholders is vital to the delivery of business goals. This program demonstrates how:
PR can be a key element of business strategy through coherent and focused campaigns.
Clear business results can be driven by well-planned campaigns
Reputation and Brand can be enhanced through well-designed campaigns
Risks involved in raising profile can be identified and mitigated
Results can benefit all of your key stakeholders
The seminar examines a wide range of communications issues, skills, and opportunities. As well as developing further personal competencies, the seminar helps participants:
Select and use the best tools to add value to the organization at a strategic level
Develop personal action planning and understand how to ‘sell’ ideas to top management
Plan evaluation of the campaign so that results are recognized within the organization
To build confidence and mastery through personal coaching and advice
Day 1:
Effective PR Campaigns
Perceptions of PR among senior managers
The global information village
Putting a cash value on reputation and the PR that builds it
PR campaigns – their use and their risks
Case study examples – what works and what does not
Practical example – tackling a business challenge
An introduction to evaluation
Day 2:
A Problem-Solving Approach to Campaigns
Brand, identity and image, the basis of reputation
Assessing your reputation and the use of ‘gap’ analysis
The origins of PR and its foundations in the social sciences
Business strategy and problem identification
Problem-solving methods – choosing the right one
Problem analysis – desk research, stakeholder analysis, PEST, and SWOT
Setting measurable objectives
Force field analysis and risk identification
Day 3:
Planning and Costing Campaigns
Preparing an effective schedule – critical path analysis
Critical path analysis
Costing the plan and preparing a budget
Anticipating risk and planning to meet it
Practice case-studies
Identifying stakeholders and their role in relation to the campaign
Co-ordinating campaign elements across stakeholder groups
Day 4:
Channels, Delivery, and Evaluation
Environmental scanning
Developing a media relations plan
Crisis media relations
Principles of evaluation
Research tools and methods
Channel effectiveness and use of media
Social media and tools
Using influencer strategies to multiply the effectiveness
Day 5:
Putting it all together – Effective Delivery in Your Organisation
A risk-management approach
Dealing with contingencies
Winning support - selling ideas to others in the business
Presenting your case to senior management
Reading body language and other signals
Integrating your campaign into your own media and company reporting
Ensuring that results are seen and credited
Personal action planning