Watermill Training provides a range of public relations courses. These range from basic skills to strategic practice.
All courses are delivered in-house to groups within in-house pr departments and pr consultancies.
Introduction to Public Relations
This workshop provides an overview of the public relations profession: what PR people do and how public relations sits alongside other communications functions. Delegates will be introduced to the basic skills required in public relations: writing press releases, dealing with the media, and planning campaigns. [more… ]
Introduction to Media Relations
This workshop examines how to get the most out of the media and give stories the best chance of being covered. Delegates will understand how the media operates so they intervene in the right way at the right time. Consequently journalists will receive the type of material they want, when they want it. [more… ]
Writing Press Releases
This workshop outlines how to draft a professional-looking and effective press release. Delegates will appreciate the appropriate structure for a release – and when to ignore it. They will also understand the need for accurate and concise writing, and what the journalist is looking for, as well as when not to use a press release. [more… ]
Writing Press Releases Masterclass
The masterclass format comprises practical exercises to further develop the skills already learnt (and applied) in the workshop that underpins it. A series of exercises are undertaken (delegates will require laptops) and peer reviewed. Delegates will also receive one-to-one feedback and ‘expert’ answers. [more… ]
Running PR Campaigns
This workshop introduces practitioners to the basic elements of tactical planning. The structure and elements of a public relations plan are outlined, and these elements are linked and coordinated to ensure effectiveness. Delegates with basic PR skills will be able to apply these skills in a more structured environment. [more… ]
Creating Media Coverage
Selling in stories to the media is a challenging but key activity for public relations practitioners. This workshop addresses the two key aspects of this process: finding the angle and approaching journalists. Delegates will have the opportunity to address real-life scenarios and role-play telephone selling-in of stories. [more… ]
Writing Features
Feature writing is a different skill to writing press releases. Delegates on this workshop will appreciate how to come up with successful feature ideas. They will also understand the distinctive style and structure of the feature – with particular emphasis on leads and conclusions. [more… ]
Writing Skills for Public Relations
Writing is a key skill for public relations and this workshop is designed to further enhance the ability of practitioners who already have some relevant experience/expertise. Accurate and effective business English is examined as a generic skill and is applied to press releases and feature articles, as well as other writing tasks. [more… ]
Writing Skills for Public Relations Masterclass
The masterclass format comprises practical exercises to further develop the skills already learnt (and applied) in the workshop that underpins it. A series of exercises are undertaken (delegates will require laptops) and peer reviewed. Delegates will also receive one-to-one feedback and ‘expert’ answers. [more… ]
Proposal Writing
This workshop helps delegates gain the skills necessary to write effective public relations proposals and plans. Delegates will be expected to have had some involvement in developing plans and campaigns. The structure of a proposal and what makes a good proposal are examined in some detail. [more… ]
Writing for the Web
This workshop examines the differences between web writing and printed documents. Delegates address key web writing techniques such as structuring a page and breaking up content. Key issues associated with navigation and usability (links, accessibility and making text scannable) are also examined. [more… ]
Proofreading
Accurate written output is essential for consultancies: mistakes cloud understanding and destroy credibility. This intensive workshop provides delegates with practical advice on how to spot the smallest of errors and inconsistencies – and indicate them clearly. [more… ]
Strategic Public Relations Planning
A strategic approach to public relations establishes a link between public relations tactics and what the client/organisation is seeking to achieve. Delegates on this workshop will address this key concept and how to implement it. Key drivers of strategic planning (such as objective setting, positioning, direct communications and evaluation) feature strongly. [more… ]
Evaluating Public Relations
Evaluation is a key issue in current public relations practice. This workshop outlines the relevant aspects of PRE: planning, research and evaluation. It is based on the premise that the tools required exist, and that the challenge is to understand and apply them. [more… ]
Research Methods Masterclass
A key element of effective public relations evaluation is an understanding of the variety of research strategies and techniques available. This practical workshop examines how to apply them in a public relations context. [more… ]
Crisis Communications
True crises pose a serious threat to corporate reputation, which is a key concern of strategic public relations practice. Delegates on this workshop will examine how risk can be minimised and crises can be pre-empted. This is all in the context of issues management and planning for crises before they happen. [more… ]
Winning New Business
On this workshop, delegates will be guided through the whole new business process – the life blood of the consultancy. It covers the complete new business process from making contacts to lose-win analysis. [more… ]
On this workshop, delegates will be encouraged to invest in client growth and retention. It is based on the marketing premise that it is more efficient to sell more to existing clients than solely searching for new clients. [more... ]
Handling Difficult Clients
This workshop covers the key challenge for even the most experienced account handler - handing difficult clients. The risk is a loss of motivation and productivity which can even threaten the relationship as a whole. The workshop helps delegates identify the key characteristics of the difficult client, and suggests a range of approaches to rescue the relationship. [more… ]