Overview
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. Drivers of strategic planning (such as objective setting, positioning, direct communications and evaluation) feature strongly.Level
This course is designed for account managers and account directors (and senior in-house practitioners) with experience of tactical planning, and who wish to take their planning ability to the next level. The style is participative with a running case study used in some depth to establish the link between organisational objectives and communications activities.Content
- Components of a public relations strategy and the strategic planning pyramid
- Tools to interrogate the brief and analyse the situation
- Segmentation and positioning
- Using stakeholder mapping to leverage interpersonal communications
- Criteria for objectives and levels of outcome
- Managing the creative process
- The measurement pyramid and the two guises of evaluation
Outcomes
Delegates who complete this course will be able to develop communications programmes that address business objectives. They will reinforce their role as proactive communications consultants/counsellors rather than reactive technicians.Linkages: this course is underpinned by Running PR Campaigns and links alongside Crisis Communications .
Maximum number of delegates: 12
Delivery: one-day workshop