Planning and Managing Public Relations Campaigns

Training Objectives of Planning & Managing PR Campaigns

• Examine the range of PR campaigns and the purposes that they can achieve
• Develop a problem-solving approach to match PR campaign strategy to business objectives
• Plan PR campaigns to meet needs setting clear objectives with behavioural outcomes and measurable results
• Examine a wide range of successful campaigns to judge the different strategies and use of channels and media
• Measure risk presented during a campaign by increased public and media scrutiny and plan to mitigate these risks
• Learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology

Planning & Managing PR Campaigns Training Outlines

Day 1

Public Relations in Business

• An Overview of the Scope and Role of Public Relations in an Organisation
• Assessing Your PR Situation
• Setting Objectives to Meet Your Business Needs
• Planning Framework for Campaigns
• Costing a Campaign
• Writing Your Campaign Proposal

Day 2

Setting Campaign Objectives and Themes 

• A Problem Solving Approach
• The Campaign Process and Communications Theory
• Translating Objectives into a Practical Campaign Concept
• Resource Allocation and Scheduling
• The Development of a Message House
• Storytelling and Creativity in Messaging

Day 3

Choosing the Right Media Mix  

• Identifying your Target Public
• Assessing What Your Stakeholders Think of You
• Choosing the Right Media for the Right Audience
• News and Feature Generation
• Is it a story – What’s in it for the media?
• Events, Invitations, and Press Releases

Day 4

Social Media and Influence 

• Involving Your “in-house” Media
• Using Photography and Video
• Social Media in Campaigns
• Using Influencers and Testimonials
• The Role of the Corporate Website
• Crisis Management and Contingencies

Day 5

Evaluation and the Planning Cycle   

• Building the In-house Campaigns Team
• Assessing and Managing Performance
• Buying in Help – What to look for and get the best results?
• Evaluating Campaigns
• Campaign Reporting
• Personal Action Planning