Evaluating performance & quality control for employees

Sustained public relations campaigns can help drive strategic organizational 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 organization.

This powerful program 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 organizational 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 program.

Highlights of the program include:

• Powerful planning tools
• A wealth of practical examples and frameworks
• Personal coaching and advice
• Incorporation of your own content into the program 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

• PR and communications managers
• Marketing and brand managers
• Corporate affairs and media relations professionals
• Senior executives responsible for organizational reputation
• Campaign planners and communication strategists
• Government and NGO communication officers
• Professionals involved in stakeholder engagement and public communication