Cambridge
Academy
In London

Target Audience

This course is designed for:

This course is aimed at employees of public relations departments and all professionals responsible for promoting a positive image of their organizations.

Course Outlines

Day 1: Overview of public relations concepts: 

·        Public Relations: Definitions and Concepts

·        Public relations stakeholders

·        The elements of public relations 

·        Key differences between PR and advertising

Day 2: Develop and implement a public relations plan:

·        Public Relations Plan: Definition and Needs

·        Characteristics of the PR plan

·        Situational analysis: "SWOT" (strengths, weaknesses, opportunities and threats)

·        Purpose (what are we striving to achieve?)

·        Objectives (what should be done?)

·        the main messages: simple and descriptive <

·        Strategy (methods and methodologies for achieving objectives)

·        Making plans (deadlines and cost)

·        Time frame and responsibilities

Day 3: Contributions of public relations and strategic management campaigns:

·        Public Relations and Strategic Management

·        following a Strategic methodology

·        What can PR achieve?

·        Scan surroundings

·        Indoor environment and external environment

·        Administrative issues

Day 4 : Use of public relations media in disaster management:

·        Definition and identification of disasters 

·        Remember the rules when disasters strike

·        Stages of the disaster

·        Disclosure principle

·        The principle of symmetrical communication

·        The principle of relationships

·        Principle of accountability

Day 5 :The importance of the institutional image:

·        Public opinion (attitudes, opinions and actions)

·        Forming an institutional image

·        Organizational image management variables

·        Reputation and Corporate Image Management

·        From identity to reputation

·        Relationship Management

·        Measuring the effectiveness of public relations:

·        Purpose of evaluation (outputs and outcomes)

·        Evaluation (process and objectives)

·        Compare goals with results

·        Metrics (production, exposure)

·        Weaknesses of the traditional style

·        Measurement techniques.