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Public Relations Campaigns: From Planning to Execution

Public Relations Campaigns: From Planning to Execution

Why Attend

We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign. According to modern day research, more than 50% of new businesses fail the first year. Why? Lack of proper planning and resources in their PR function. If you find it challenging to write a PR plan or find it daunting to execute, do not worry, this course will have you covered. By attending this highly engaging and interactive course, you will be guided through a road map which will give you the knowledge and skills necessary to create and implement a successful PR campaign.

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Overview
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
Course Outline
  • 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
Schedule & Fees
Per participant - 2022

USD 4900

Fees + VAT as applicable

Tax Registration Number: 100239834300003

(including coffee breaks and a buffet lunch daily)

Discount Plans & Cancellations Policy

2022 - Location & Date

27 - 31 Mar, 2022
Dubai
Arabic
Venue to be assigned
17 - 21 Jul, 2022
Dubai
English
Venue to be assigned

Meirc reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

Virtual Learning
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+971 4 556 7212
+971 56 177 0877
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