Duration:
2 days
Who is it for?
Anyone who is running a public relations function for their business - be it marketing manager, sales manager or even managing director. If you’re responsible for building the company’s profile with the outside world, this course is designed to give you the tools to do it successfully.
What will I get out of it?
This interactive course takes you through the building blocks of an effective public relations campaign. We cover the practical steps you need to take to get your news out there and give you insider knowledge of what the press is looking for. A top journalist will be on hand to help you practise your skills and advise on how to avoid the most common and damaging mistakes.
The second day covers advanced techniques: we show you how to draft a PR strategy that will work for your business – and help you define the key elements to enable you to take back a working draft to your desk the very next day. We also take you through advanced press release writing techniques and give you time to write your own news stories, complete with feedback from a journalist – in total confidence.
Course outline: day ONE
 | What is PR? How can PR fit with the business strategy? |
| What is newsworthy? How do editors pick their stories? |
| Finding out news from your organisation |
| Getting to know the right press |
| Writing a press release – Dos and Don’ts. Getting the attention of the press |
| Feature-tracking – getting your company quoted in regular magazine and on-line journal features |
| Letters to the editor, customer testimonials and other tools |
| On-line PR |
| Getting the interview |
| Media Training – session with journalist. How to get your message across; what to do; what to avoid; tricks by journalists and how to counteract them. |
Course outline: day TWO
| How to create a public relations plan that adds value to your business |
| Step-by-step guide to creating a workable plan: including how to generate your messages, soundbites and deliverables. |
| Reviewing the results – how do you know it is working? |
| In depth press release writing – advanced session. Includes: identifying news angles, spotting dangerous avenues, interviewing customers and your own staff, time to practise writing your own. Journalist advisor on hand to give confidential feedback. |
Duration: