Course Methodology

The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently in a multilateral environment. The course is  built on four learning pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world problems and solutions.

Course Objectives

By the end of the course, participants will be able to:

• List and define PR concepts and differentiate between PR and advertising
• Create and implement a PR plan
• List contributions of PR campaigns to strategic management
• Manage a crisis using PR
• Explain the importance of organizational and corporate image
• Measure PR effectiveness

Target Audience

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

Target Competencies

• Planning and organizing
• Leading and directing
• Analyzing and evaluating
• Inspiring and building rapport
• Communication skills

PR recap

• PR: definitions, concepts
• Stakeholders in PR
• The many components of PR
• Key differences between PR and advertising

Creating and implementing a public relations plan

• PR plan: definition and needs
• Characteristics of a PR plan
• SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
• Target audience(s)
• Goals (what we hope to accomplish)
• Objectives (what needs to be done)
• Key messages: simple and descriptive
• Strategy (methods to accomplish objectives)
• Tactics (deadlines and cost)
• Timeline and responsibilities

Contributions of PR campaigns to strategic management

• PR and strategic management
• Taking a strategic approach
• What can PR accomplish
• Environmental scanning
• Internal and external environment
• Managing issues

Crisis management using PR

• Defining and identifying a crisis
• Remembering the rules in a crisis
• Phases of a crisis
• The disclosure principle
• The symmetrical communication principle
• The relationship principle
• The accountability principle

Importance of the organizational image

• Public opinion (attitudes, opinions, actions)
• Building the organizational image
• Variables of managing the image
• Image and reputation management
• From identity to reputation
• Relationship management

Measuring PR effectiveness

• Purpose of evaluation (output, outcome)
• Evaluating (process and goals)
• Matching objectives and results
• Measurement (production, exposure)
• Weaknesses of the traditional approach
• Measurement techniques