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Training Course Summary:

This course will equip delegates with the principles of building the reputation of their organisation through an effective PR strategy and how to minimise the impact any bad press may have on this. Delegates will learn the tricks of getting press releases noticed, making sure they fulfil their objectives and gain maximise exposure. The course also covers how to stretch your marketing budget using targeted stories to get column inches for free

Who Should Attend:

In-house PR executives, press officers, and agency account managers

Training Course Overview/Content:

• Techniques to sell a story into the media
• Effective press release writing
• Ability to handle bad press
• Know-how to manage a crisis
• Skills to develop and implement a PR strategy

• Build and sustain your reputation – PR and its role in business and marketing
What is PR? What are the benefits?
What are the drawbacks?
• PR in practice – plan and develop interesting campaigns
Set your objectives
Define your target audience and deliver key messages
Select the right mediums and tools
Schedule and evaluate PR campaigns
• Media relations – handle the media effectively
Understand and work with the media
Learn how to sell your stories: pinpoint the ‘who’, the ‘where’ and the ‘what’
Arrange interviews efficiently and brief your spokespeople properly
Deal with ‘bad’ press decisively and minimise negative exposure
Less is more: structure and write effective press releases
• Manage long term campaigns – maintain interest after the launch
Internal communications
Sponsorship
Corporate PR and lobbying
Crisis management