Strategic Leadership and Management in Contemporary Public Relations (PR09)
All LSPR professional development courses are offered remotely at this time.
Duration: 1 Day 10.30am – 3.00pm GMT
Duration: 5 Day 10.30am – 3.30pm
Location: 118A Kensington Church St
This five day professional development training programme is designed to cover the fundamentals of contemporary public relations practice . The training focuses on how to create effective external communication campaigns, create a cohesive corporate identity, predict and reduce risk and create a crisis plan and risk management strategy. The course also covers how to protect and enhance reputation, implement CSR strategies which are sustainable and create strategic media communications plans which engage effectively with your target market and stakeholders.
Learn the essential skills of public relations in developing robust strategies that enhance the reputation of your brand and corporate image. We teach you the techniques of building trust within your brand, by developing your brand's reputation and image. During the course you will explore ways to become a more effective manager and improve internal communication overall in the organisation. You will recognise different learning styles and personality profiles, as well as allowing you to obtain effective management skills such as communication, change management and handling conflict.
Central to this course is gaining a full understanding of how reputation is the primary strategic route to success for businesses in an age of rapid digital change. The course will teach the components of a public affairs and government relations strategy, how to identify objectives and goals and how to measure success.
On this course you will learn
- Trends and developments in communications
- Building reputation through trust and transparency into the brand
- Getting attention for your brand – from product to brand
- Risk and issue management plans for stakeholder engagement
- Defending your brand and implementing effective risk and crisis plans
- Effective stakeholder engagement
- CSR brand strategies
- Developing communications campaigns
- Converting influence skills into valuable personal brand equity
- Engaging successfully with anyone and giving a positive impression,
- Critical insights from science about influence management
Day One - LEADERSHIP STRATEGIES FOR EFFECTIVE MANAGERS
- How managers can become leaders
- Understanding the importance of leadership
- Providing guidance to your team
- Creating confidence in your team
- Building morale and motivation in your team
- Building work environment
- The pragmatic strategy for you as a manager to be a leader
- How to create a network of contacts, people who can act as listening posts internally and externally
- Looking at organisational problems from a different perspective.
- How to build coalitions. find key influencers, the experts, people who have the resources,
- knowledge, and the power to make things happen.
- How to recognise, reward and celebrate the accomplishments of your team, as well as groups elsewhere in the organisation.
- How to focus on the outcome rather than process in each case
- Turning decisions into reality and taking responsibility for the decisions
Day Two - STRATEGIC PUBLIC AFFAIRS AND GOVERNMENT RELATIONS
- Creating a government and public affairs strategy
- Understanding the principles of public affairs and government relations
- Stakeholder analysis and management in public affairs
- Understanding and mapping your public affairs and political landscapes
- Advocacy and positioning: developing a government and public affairs programme
- Positioning your organisation and its business goals effectively with stakeholders
- Using influence and persuasion to drive your messaging
- Utilising communication channels for a public affairs programme
- Managing engagement with government officials and politicians – with elements of protocol
- Identifying and understanding your targets: getting to the right decision-makers
- Managing the dynamics of your relationship with government officials
- Developing the right communications strategies and on target messaging with government officials
- Strategic communications for government affairs and managing the media to influence policy
- Creative PR tools and tactics to generate publicity
- Building relationships with journalists to secure press coverage for your public affairs initiatives
Day Three - IMPLEMENTING A SUSTAINABLE CSR STRATEGY & STAKEHOLDER RELATIONS
- Current perspectives of CSR - setting the scene for current issues
- How CSR strategies are changing and evolving
- Social and environmental approaches to CSR*Terminology associated with 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.
Day Four - MANAGING YOUR 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 Five - 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
- Understanding writing style for various publications and audiences
- Using appropriate factual tone and balance specific to press releases
- The building blocks, content and structure: credible headline, lead paragraph, follow-on paragraphs, conclusive paragraph, quotes, notes to editors
- Brushing up on your grammar and writing style
- How to make your press release stand out from the crowd
- 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
- Make your material more attractive and grab attention
- 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
The Professional Development Diploma is approved and recognised by the: Continuing Professional Development (CPD): www.cpduk.co.uk
CPD-Approved LSPR Professional Development Diploma: PR & Reputation Management. The Diploma is awarded with a Pass, Merit or Distinction.
The final Diploma award will be based 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.
What you need to bring with you:
Please bring with you your laptop or tablet to the training sessions.
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 quote.
*One-to-one and small groups training sessions: duration may be subject to minor time alterations