Mastering Public Relations and Communications Practice

Mastering Public Relations and Communication Skills

OBJECTIVES

• Examine the role of Communications/PR in the 21st Century Organization
• Explore the range of communications techniques and tools available
• Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
• Learn how to write a clear PR/Communications brief
• Plan communications activity to meet client need
• Learn how to develop an electronic PR/Communications Centre
• Develop crisis media management techniques
• Develop media interview techniques
• Develop personal communications effectiveness

WHO SHOULD ATTEND?

• PR and Communications practitioners who want to update their skills
• Newcomers to PR/Communications
• HR professionals who have communications roles
• Managers who want to add high-level communications skills to their personal portfolios

COURSE OUTLINE 

The 21st Century Communicator

• Introduction and welcome
• Goal setting for the program
• The role of Communications PR in the organization
• The range of media and channels
• A problem-solving approach to PR
• Personal goal-setting for the program

From theory to successful practice

• Communications models: implications for practice
• Psychological themes and construction in practice
• The art of influence and persuasion
• Ethics and communications
• Organizational transparency and communications
• Taking and interpreting communication briefs

The Medium is the Message

• Managing stakeholder relations
• Managing government relations
• Choosing channels – matching media to tasks and stakeholders
• Writing and editing a newsletter, newspaper or magazine
• Writing for the web
• Organizing events and exhibitions

E-Management x Communication

• Improving the power of communications in the organization
• Measuring communications effectiveness
• Using measurement to improve performance
• Crisis communication
• Reputation management

Putting it all together

• Planning your career and personal development
• Impacting positively on your managers
• Managing up and increasing your personal visibility
• Networking and effectiveness
• Team working and your personal effectiveness
• Time management and work planning
• Summary and Conclusion