Planning and Managing PR Campaigns

Planning & Managing PR Campaigns

OBJECTIVES

• To examine the range of PR campaigns and the purposes that they can achieve
• To develop a problem-solving approach to match PR campaign strategy to business objectives
• To plan PR campaigns to meet need setting clear objectives with behavioral outcomes and measurable results
• To examine a wide range of successful campaigns to judge the differing strategies and use of channels and media
• To learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology

WHO SHOULD ATTEND?

This program has been designed for PR Practitioners/Professionals and for Senior Specialist elsewhere in the organization who want to use PR/communications tools to best effect in meeting business objectives. Communicating effectively with key stakeholders is vital to the delivery of business goals. This program demonstrates how PR can be a key element of business strategy through coherent and focused campaigns.

COURSE OUTLINE

• Welcome and introduction
• 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

A Problem-Solving Approach to Campaigns

• Business strategy and problem identification
• Problem solving methods – choosing the right one
• Problem analysis – desk research, stakeholder analysis, PEST and SWOT
• Setting measurable objectives
• Force field analysis and risk identification

Planning and Costing Campaigns

• Identifying the stages of the campaign and decision points
• Preparing an effective schedule – critical path analysis
• Costing the plan and preparing a budget
• Practice case-studies
• Co-ordinating campaign elements across stakeholder groups

Channels, Delivery and Evaluation

• From strategy to tactics
• Principles of evaluation
• Research tools and methods
• Channel effectiveness and use of media
• Using influencer strategies to multiply effectiveness

Putting it all together – Effective Delivery in Your Organization

• A risk-management approach
• Dealing with contingencies
• Winning support – selling ideas to others in the business
• Ensuring that results are seen and credited
• Personal action planning