Public Relations Campaigns Planning and Managing

Public Relations Campaigns Planning and Managing

Date/Time: Date(s) - 20/12/2022 - 22/12/2022( 8:00 am - 5:00 pm )
Location: Australia, Melbourne


Public relations (PR) campaigns can help drive strategic organisational 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 organisation. This powerful public relations (PR) training takes a problem-solving approach to the design of public relations (PR) campaigns.


At the end of this training programme the participant will be able to:

  • Understand how to plan public relations (PR) campaigns and the purposes that they can achieve
  • Explore how to set public relations (PR) campaign strategy to business objectives
  • Examine a wide range of successful campaigns to judge the differing strategies and use of channels and media
  • Measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
  • Evaluate public relations (PR) campaigns to demonstrate success to the business and to develop campaign methodology

Who Should Attend?

This training has been designed for:

  • Public relations (PR) practitioners, professionals, and for senior professionals elsewhere in the organisation who want to use public relations (PR) as a communications tool to best effect in meeting business objectives.
  • It is relevant to anyone likely to have responsibility for the delivery of public relations (PR) Campaigns for their organisation but is relatively new to the concepts and practicalities of this facet of corporate communications.
  • Middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors.
  • Senior operational managers with responsibility for managing teams whose role includes public relations (PR) Campaigns.
  • Senior managers up to Board level with responsibility for the strategic use of public relations (PR).

Training Outlines

Effective PR Campaigns

  • The public relations (PR) transfer process and communications theory
  • Perceptions of public relations (PR) among senior managers
  • Putting a cash value on reputation and the public relations (PR) that builds it
  • Public relations (PR) campaigns – their use and their risks
  • Case study examples – what works and what does not
  • Practical example – tackling a business challenge
  • An introduction to evaluation

Planning and Costing Campaigns

  • The Six Point PR Plan Framework for Campaigns
  • Preparing an effective schedule – critical path analysis
  • Costing the plan and preparing a budget
  • Anticipating risk and planning to meet it
  • Practice case-studies
  • Identifying stakeholders and their role in relation to the campaign
  • Co-ordinating campaign elements across stakeholder groups

Media Delivery and Evaluation

  • From strategy to tactics
  • Environmental scanning
  • Developing a media relations plan
  • Crisis media relations
  • Principles of evaluation
  • Research tools and methods
  • Channel effectiveness and use of media
  • Social media and tools
  • Using influencer strategies to multiply the effectiveness

Media Risk Management

  • A risk-management approach
  • Dealing with contingencies
  • Winning support – selling ideas to others in the business
  • Presenting your case to senior management
  • Reading body language and other signals
  • Integrating your campaign into your own media and company reporting
  • Ensuring that results are seen and credited
  • Using VIPs or Celebrities
  • Personal action planning

Training Methodology

  • Case Studies.
  • Individual and group discussions and exercises.
  • Intensive training by using templates, diagrams, and charts.
  • Planning activities and presentations.
  • Self-assessments.
  • Action plan.

Request Booking

Bookings are closed for this course.

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