-
 

serials download


 

 

 

 

   

 

0

PUBLIC RELATIONS TODAY TRAINING COURSE

Most organizations, be they public, private, NGO or not-for-profit, understand the importance of strategic communication with stakeholders. In the private sector that means more income; in the public sector it means better public relations and better use of government services through client information and hence voter support; in the not-for-profit sector it means more support and more funding.  Hence we have marketing and communication specialists to produce marketing and communication plans and PR fits in here somewhere.  But it is sometimes difficult to pin down exactly what PR is today, as it is a function that is markedly different from the PR function of the 1950’s or 1960’s.

What hasn’t changed, is that PR practitioners need to: communicate with a wide range of audiences; understand business and strategy; have a wide range of skills, including basic finance, good networking skills and very good language, writing and communication skills; understand the print process, advertising, direct mail and other aspects of marketing; be good organisers; and be innately curious and therefore very well read and knowledgeable. They also need to be well trained and to continually update their skills.

This course is designed to provide a solid understanding of PR today to enable practitioners, those in support roles or those who manage this function or PR practitioners to perform effectively and to help the organisation achieve its goals.

This two-day course includes a number of sample documents and is suitable for the following people:

• PR, Communications, Advertising or Marketing practitioners

• Support staff who work in the PR, Communications, Advertising or Marketing functions

• Managers and Executives who are responsible for the PR, Advertising, Communications or Marketing functions in their organisations

Course Outcomes

The course will provide a good understanding of the Public Relations function in the 21st century and course outcomes are therefore an understanding of all aspects that will enable improvement, development and effective delivery of Public Relations within an organisation.

This course covers the following specific aspects of Public Relations in the 21st century:

What is PR?
 
-
Definition
 
-
Communication theory
 
-
PR in practice
 
-
The changing landscape (business and industry; government and government related; NGOs and non-profit)
PR Strategy and Planning
 
-
Situation analysis
 
-
Objective
 
-
Audience and segmentation; SA population; employee segmentation
 
-
Messages
 
-
Tools and Tactics
 
-
Budget
 
-
Measurement and Evaluation
 
-
Measurement and Evaluation: Research; Evaluation
PR Tools
 
-
Corporate Image, Investor Relations
 
-
CSR
 
-
Crisis and Issues Management
 
-
Sponsorships
 
-
Lobbying and Networking
 
-
Functions and Events
 
-
Seminars and Conferences
 
-
Exhibitions
 
-
Media and Publicity: social media; print media; electronic media
 
-
Face-to-face communication
 
-
Printed communication
Example Documents
0

 

   
 

 

w