Fundamentals of Public Relations (PR01)

Learn how to create communication campaigns, manage strong brands, create a cohesive corporate identity, predict and reduce risk, create a crisis plan and risk management strategy, protect and enhance reputation, implement CSR strategies and create strategic media communications plans.

The 5-day course will help you obtain essential skills of Public Relations in developing robust strategies that enhance the reputation of your brand and corporate image.

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.

On This Course You will learn:

• Trends and developments in communications
• Building reputation through trust and transparency into the brand
• Brand development 
• Creating a PR strategy and developing PR campaigns 
• Risk and issue management plans for stakeholder engagement
• Defending your brand and implementing effective risk and crisis plans
• Effective stakeholder engagement
• Implementing CSR and sustainability strategies 
• Media relations and press campaigns  

Day 1 - Effective Branding and Reputation Management Strategies 

• Creating effective strategies to build your product or service into a desirable brand

• The visual elements of the brand and how it shapes our perception 
• Exploring the differences between tangible (physical) and intangible (non-physical) elements of branding 
• Delving deeper into the intangibles: how they impact the reputation 
• Exploring reputation management strategies
• Strategies for positioning your brand to create loyalty and trust

Day 2 - Creating 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 campaign

Day 3 - Implementing 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 and enhance trust and values
• CSR as an integral part of your internal communications
• CSR as a strategic tool to enhance stakeholder engagement
• How best to communicate CSR ideas and programmes - external communications strategies
• Case studies: examples of good CSR practices in terms of social and environmental perspectives.
• Terminology associated with CSR

Day 4 - Managing Risk and Crisis 

• Understanding the different types of risk
• The process and benefits of risk management
• Exploring risk assessment techniques
• The process of issues management
• The consequences of not managing risk
• The impact of social media and exposing your brand to risk
• Planning for a crisis
• The importance of a crisis plan
• Crisis management - responding to a crisis - the steps
• Assembling your crisis team
• The importance of leadership during a crisis
• The importance of internal communications during a crisis
• Creating a crisis communications plan
• Managing the media during a crisis - Media and crisis communications during the acute phase of a crisis
• Pre-prepared holding and media communications statements
• Reputation management and social monitoring during a crisis

Day 5 - Managing Media Campaigns and Press Release Writing 

• The different types of media - traditional and digital
• Creating your media contact list and building your relationship with journalists
• What makes a good story?
• Writing persuasive and compelling press releases and getting the message right 
• Understanding writing style for various publications and audiences
• The building blocks, content, tone, balance and structure: credible headline, lead paragraph, follow-on paragraphs, conclusive paragraph, quotes, notes to editors
• How to make your press release stand out from the crowd and grab attention
• Why material gets rejected and getting the timing right
• The effective use of images and photographs
• Looking at examples of press releases – the good and the bad
• Delivery methods to the press – distribution channels and how and which media agencies
• Developing digital media strategies that produce results for your campaigns 

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.