Public Relations and Media Skills
Public Relations and Customer Service
Introduction
Public Relations is the management of the flow of information between an
individual or an organization and the public. It is a way to convince everyone
of what you got, that's why you need to ace it and be updated with everything
related to it.
Media means communication channels like newspapers, magazines, TV,
radio, billboards, direct mail, telephone, fax, and internet. Imagine the power
of the combination of PR and media!
This seminar is designed to give you powerful tools for both, it
will discuss essentials like definitions of PR, roles of PR, qualities for
successful PR staff, ethics of PR, corporate image, identity and reputation,
Public Oriented activities vs. Community Oriented Activities, civic and social
activities in addition to many other topics.
By the end of this training
course, you will be able to understand:
- The role and challenge of PR in context of corporate, financial,
public and non-profit applications.
- The contribution of theory in creating and planning PR campaigns.
- Identify the journey from where they are to where they want to be
- Develop programmes for regular and effective relationship building
- Manage reputation locally, nationally and globally
- Measure attitudes and behaviours to prove the benefits for your organization.
- The process of engaging the media including planning, implementing
and evaluating PR campaigns.
- The practice and challenge of media relations.
- The core competencies and skills required for effective engagement
with the media as a part of a PR campaign or crisis management.
Training Methodology
A highly interactive combination of lecture and discussion sessions will be managed to maximize the amount and quality of information, knowledge and experience transfer. The sessions will start by raising the most relevant questions, and motivate everybody finding the right answers. The attendants will also be encouraged to raise more of their own questions and to share developing the right answers using their own analysis and experience.
Course Outline
Day 1:
Public Relations Concepts:
·
Criteria for successful PR.
·
PR tools.
·
Definition, roles and
situations.
·
Qualities for successful PR
staff.
The Power of Communication
The Big Picture: overview and PR strategy.
When Public Relations
should be used.
·
Corporate Identity and
Image: establishing a positive image and identity.
·
Becoming a Neighbour of
Choice: external reputation management.
·
Leaders’ Role in Managing
Communications.
Day 2:
Public Relations and the Media:
·
Definition of media.
·
Types of media.
·
Recorded and live interviews.
·
Behavior during media interviews.
·
PR and the media: the tools.
·
Press conferences.
·
Preparing press kits.
·
Preparing press releases.
·
Dealing with the media.
·
Building good relations with the media.
·
Dealing with the press during times of crisis.
Day 3:
Public Relations Responsibilities:
·
Corporate image identity and reputation
·
Benefits of an effective
corporate image
·
Internal and external
spheres
·
Forming a corporate image
on the spheres
Presentation Skills and Techniques in Public Relations:
- Key
characteristics of dynamic speakers
- Importance of preparation
·
Selecting a topic and purpose
·
Analyzing the audience
·
Rehearsing the speech
·
Public speaking anxiety
·
Verbal characteristics and eye contact
Day 4:
public Relations Written Skills:
- Editorial, Layout and
Production Techniques
- Writing Memos and Reports
- Preparing
Newsletters
- Designing
and Preparing Brochures
Day 5:
The Public Relations
Promotional Role:
·
Decision-making process of consumers
·
Corporate community involvement
·
Marketing PR (MPR)
·
PR role in marketing
·
Sponsorship and promotions
·
Organizing different exhibitions
Print