Fundamentals of Public Relations

PR01

 

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Duration: 5 Day 5 Day 10.30am – 3.30pm (2.30 pm for one-to-one training)
Award: Diploma
Location: 118a Kensington Church St. London W8 4BH
Price: £2,980

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Duration: 5 Day 10:30am - 3:30pm (2.30 pm for one-to-one training)
Award: Diploma
Location: Remote
Price: £2,980

The practical five day certified Diploma the Fundamentals of Public Relations is LSPR's flagship course. The comprehensive course will help you obtain essential skills in Public Relations for developing robust strategies that enhance the reputation of your brand and corporate image. The training is packed with the fundamental PR skills needed to build and develop your career in communications. The course will cover reputation management, branding strategies, effective PR campaigns, developing a strategy for enhancing your social responsibility and sustainability, risk and crisis management, media relations, and press release writing.  

Professional expert trainers offer inclusive up-to-date content and encourage group participation and discussion to gain a full understanding of how reputation is the primary strategic route to success for businesses in a digital era and help you develop your PR and communication skills.

In this course you will learn:

  • To understand the trends and developments in the communications and PR industry
  • To build a robust reputation through trust and transparency into the brand
  • To manage a successful brand 
  • To create PR strategies and impactful campaigns 
  • To manage risk and crisis 
  • To enhance stakeholder engagement
  • To develop and implement CSR and sustainability strategies 
  • To effectively handle Media relations and press campaigns  

Day 1 - Brand and Reputation Management 

  • Creating effective strategies to build your product or service into a desirable brand
  • Understanding how the visual tangible and intangible elements of the brand shape our perception
  • Delving deeper into the intangibles: how they impact the reputation and create meaning and identity for the brand
  • Exploring reputation management strategies
  • Communication strategies for positioning your brand to create loyalty and trust

Day 2 - Effective PR Strategies and Campaigns 

  • How to establish your PR goals and objectives
  • How to create successful internal communications strategies, to gain maximum engagement
  • How to identify your external audiences, establish engagement and create personas
  • How to use SMART objectives to achieve your PR goals
  • How to plan your budgeting, in terms of human and other types of resources, for the best outcomes
  • How to effectively evaluate to measure the success of your campaigns

Day 3 - Developing a Sustainable CSR Strategy 

  • Current perspectives of CSR - setting the scene for current issues
  • How CSR strategies are changing and evolving
  • Social and environmental approaches to CSR
  • Ensuring CSR helps build brand equity, improves reputation, and enhance trust and values
  • CSR as an integral part of your internal communications
  • CSR as a strategic tool to enhance stakeholder engagement
  • Strategies and methods to communicate CSR ideas and programmes
  • Case studies: examples of good CSR practices in terms of social and environmental perspectives.

Day 4 - Risk and Crisis Management

Risk Management

  • Understanding the different types of risk 

  • The process and benefits of risk management 

  • Exploring risk assessment techniques 

  • The consequences of not managing risk 

  • The impact of social media and exposing your brand to risk

Crisis Management

 

  • Planning for a crisis - following the steps
  • The importance of a crisis plan  
  • Assembling your crisis team 
  • The importance of internal communications and leadership during a crisis
  • Creating a crisis communications plan 
  • Reputation management and social monitoring during a crisis   

Day 5 - Managing Media Handling and Press Campaigns 

  • The different types of media - traditional and digital
  • Creating your media contact list and building your relationship with journalists
  • Writing persuasive and compelling press releases, using appropriate factual tone and balance 
  • Brushing up on your grammar and writing style
  • How to make your press release stand out from the crowd and get the timing right 
  • Developing media strategies that produce results
  • Techniques of brand reach using digital and social media for your media campaigns
  • Framing and re-framing messages to position your brand effectively

Industry Expertise

LSPR has been delivering training since 1992 and has extensive experience in delivering training to a broad range of clients: PR and communications agencies, financial, consumer, oil & gas, and multiple other sectors and industries.

All of our courses are led by industry experts who all share a common purpose: to deliver the best of their knowledge, expertise and ideas with others. Our mantra is that transparency and ethics build the brand's reputation. Beyond achieving the training objectives, our courses motivate individuals to enhance their performance and add value to their organisation by understanding their team's roles and responsibilities.

Tailored Training

All LSPR programmes are tailored to each participant's needs. Before each session, we take the time to get to know you, providing a detailed Training Needs Analysis questionnaire which enables us to understand your skills, level of experience, potential knowledge gaps and expectations of the training. This means that no two sessions are the same, and your needs will always be met when choosing our training.  

Practical Learning 

With an engaging, supportive facilitation style, our training approach enables practical tools for skills transfer, improvements and real results.

Award & Recognition 

LSPR Professional Development Diploma. The Diploma is recognised by the: Continuing Professional Development (CPD) Certification Service: www.cpduk.co.uk

Assessment

The final Diploma will be awarded on the following:

  • Critical Thinking Exercises set and completed during the training - a series of practical exercises are set for each session for the delegates to work on during their training. This is an effective way to try out what you have been learning and gain insight and feedback, as you progress with each session during the course.

Bespoke Availability 

To meet your team’s specific needs, this course is also offered as a bespoke exclusive programme. It is also offered on a one-to-one tailored basis. Delivery options are either in-house, or at the LSPR premises in Kensington. Please contact LSPR for a proposal. 

Need more information about this course?
Call us on 020 7221 3399 or Email Us.

*One-to-one and small groups training sessions: duration may be subject to minor time alterations

 

 
 
 
 

Testimonials

Very instructive. Well informed. Intelligent group of delegates. Great team work exercises

— Akinkunmi Akinola | Communication Strategy Manager, Sahara Group Ltd. | PR & Reputation Management

The training was very relevant in the modern-day reputation management. I would highly recommend this course for PR managers anywhere.

— Alaneme Erasmus | TetFund, Principle Executive officer |PR & Reputation Management

I was really impressed at how bespoke the session was. The exercises and discussion and real-life examples were all really helpful and I came away with lots of ideas.

— Naomi Elster | Head of Research and Communication | Creating Effective PR Strategy and Campaigns

 
Very interesting session. The use of imagery and videos is most defiantly very effective. The tangible and intangible elements in branding was very significant. 

— Rima A Al-Medaries | Public Investment Fund, Associate & Media Affairs |PR & Reputation Management

The course was balanced with theory and practice. Examples from different industries helped to broaden the vision.

— Elena Zotova | PR Manager| Creating Effective PR Strategies and Campaign

The training was quite interesting. I met people from different countries. The trainer was super nice and professional.

Nini Rekhviashvili | PR Manager, Veon Georgia | Fundamentals of Public Relations 

I had researched many other training programmes in the last six months, checking the strength of the companies. I choose LSPR, due to its high professionalism, reputation, expert trainers and up-to-date course content.

— Ahmed Al-Failakawi | Marketing Department Manager - Kuwait Institute for Scientific Research

After completing the PR & Reputation Diploma at LSPR, I went on to work in luxury branding overseeing a wide array of brands including Gucci, Rolex, Breitling and Roberto Coin. All my best to the LSPR family! Thank you for helping me in my PR career!

— Dana Kamilar | PR & Reputation Management

The training was very helpful to me in my job. It provided me with more skills and knowledge, concerning new media and how to deal with crisis and reputation management. Topics dealing with social media and branding, were very interesting. I hope that I can join you very soon in taking further courses. The staff were very helpful and provided excellent customer service. The atmosphere was very inviting and comfortable.

Fatemah Nasser Al-Azemi | PR & Media Director, Public Authority for Applied Education and Training, State of Kuwait

The contents were very appropriate and illustrative. The teacher was masterful, providing practical examples and adapting the cases to our area of expertise. This course has helped me to decide that I want to dedicate myself to public relations and has allowed me to have a very complete theoretical and practical approach to get started in this professional area.

— Sergio López Álvarez | University Carlos III de Madrid Creating | Effective PR Strategies and Campaign

 
The tutor had an excellent delivery and I gained a lot of knowledge in one week. I would highly recommend this course. Thank you to the staff for the warm hospitality. 

— Mopelola | Salvic Petroleum Resources Limited, Corporate Communications and Public Relations Manager |PR & Reputation Management

During my time at LSPR I learnt so much, my sessions were well structured, well informed and I was taught by an intelligent group of delegates.

— Akinkunmi Akinola | Sahara Group Ltd, Communication Strategy Manager |PR & Reputation Management

Overall very engaging session. I'm leaving with some very practical advice which I can implement straight away in my day-to-day work.

Dany Rubbo | Field & Communications Marketing Manager, Contino | Creating Effective PR Strategies and Campaigns

One great learning experience! I enjoyed the course and I am already using the reputation management concepts in my new role.

— Jessica Clinkett | Communications Manager, Freelance Consultant

A very interesting topic, great session with good examples and cases. Practising was a very useful tool.

Hamad Al Mansoori | PR & Communication Manager, North Oil Company | Fundamentals of Public Relations

Amazing trainer, well experienced.

Israel Kgosidiile |  PR Manager | Botswana MED Regulatory Authority | Fundamentals of Public Relations 

Lots of material cover in an enthusiastic way with concrete examples and videos.

Marie Comer | Post Doc. Student | Fundamentals of Public Relations

My week at LSPR was very worthwhile. Having practised PR for 13 years, I still discovered new concepts and wider thinking. The staff are very warm and the facilities very competent. I am glad I attended and would highly recommend this course.

— Fasanya Omolola | TetFund, Head Protocol Unit | PR & Reputation Management

One of the best investments I have made. I can use this knowledge immediately in my current career.

— Lauren Rogers | Consultant, RH Consulting

Amazing training, which gave me so much information on creating effective PR campaigns and more. I will be implementing everything I learnt within my role!

— Sara N. Al-Thami | HEAD OF PUBLIC RELATIONS & COMMUNICATIONS, QATAR fuel WOQOD company

Very organized and facilitated.

Azlina Jaffar |  Manager, Khazaam | Fundamentals of Public Relations 

Another great course with LSPR, which left me buzzing with ideas to take back to work! 

PR & Sponsorship Manager, Coingaming Group 

The training course was really beneficial in providing a clear overview of PR campaigns with great interaction and  discussion.

Hannah Benstead | PR + Partnerships executive, Birchbox | Fundamentals of Public Relations 

Offered fresh perspectives on my place and visibility within the business.

Jon Wilcox | Senior Communications Manager, Jagex | Strategic and Financial Analysis for PR professionals 

Session was very interesting and interactive. Due to the nature of my organisation this topic was extremely important and the session covered the key areas and more. I am so thankful for this learning opportunity. 

Nigel Browne | Corporate Relations Officer | Eastern Central Caribbean Bank 

Case studies were presented perfectly. The way of delivering the message and info is excellent. Giving us enough time to express ourselves and ideas.

Abeer Alfayez | Senior Communications Specialist, Ministry of Housing | Fundamentals of Public Relations 

I feel that the 5 days have given me a great amount of information, in regards to  each of the topics. I would highly recommend this course to anyone who is interested in furthering their career in PR.

— Paula Garcia Acosta | Group Corporativo, Assistant | PR & Repuation Management 

Diana’s PR campaign course was so thorough and useful. I’ve learned some amazing insights into how to improve my PR strategies and have come away from the course feeling a lot more confident in my work. I’m looking forward to applying the techniques and best practices in my day to day work and campaigns. Diana has so much experience and knowledge which was really inspiring, she’s a fabulous trainer!

 — Fiona Hughes | Interim PR Manager, National Federation of Women’s Institutes | Creating Effective PR Strategies and Campaign

This course has been a real life saver, giving me time and space to step back and see what I need to do next. Great venue and great trainers!

— Zoe Smeaten | Head of Communications and Public Affairs, Pharmaceutical Services Negotiating Committee

The trainers have good knowledge of their respective subjects. The training delivery is very interactive and enjoyable. I will be back to LSPR and recommending more people to come.

— Shitta Aderoga | TetFund, Senior Admin Officer |Presenatation Skills

The staff were extremely helpful and attentive. They provided excellent pre and post course service. The course was very much tailored to my needs and gave a wealth of inspiration and a lot of food for thought!

— Emily Thomas | Assistant Director, British Council 

Another great course with LSPR, which left me buzzing with ideas to take back to work! 

PR & Sponsorship Manager, Coingaming Group 

The session was very enlightening. I like that the trainer was very engaging too.

— Maryam Abubakar | Senior Special Assistant to the Governor on Public Communication, Kaduna State Government | Creating Effective PR Strategies and Campigns

The trainer did a great job. She was ready to accept input and comments. 

 
Ini Ememobong Essien | People Democratic Party | Fundamentals of Public Relations

 

A must attend course for PR and Communications professionals looking to get to the top. I highly recommend the LSPR course.

— Temesi Mukani | Corporate Affairs Manager, National Oil Corporation of Kenya

The training has expended my knowledge base. It was a great course!

— Anne Knour, Marketing Communication Manager at TRACTO-TECHNIK GmbH & Co. KG