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
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
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
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
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
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