Public Relations Campaigns: From Planning to Execution

Public Relations Campaigns: From Planning to Execution

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Program Objectives:
By the end of the program, participants will be able to:
  • Explain the importance of organizational and corporate image.
  • Create and implement a PR plan.
  • Manage a crisis using PR means.
  • List contributions of PR campaigns to strategic management.
  • Measure PR effectiveness.
Who should attend:
PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.
Program 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
  • Situation Analysis (SWOT)
  • Target Audience(s)
  • Goals (What Do 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
  • What PR Can Accomplish
  • Environmental Scanning
  • Issues Management
  • Crisis Management
  • Relationship Management
  • Reputation Management
Crisis Management Using PR Means
  • 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 Organizational Image
  • Public Opinion (Attitudes, Opinions, Actions)
  • 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)
  • Public Opinions and Surveys
  • Measurement Techniques

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Date And Time

2021-03-13 @ 09:00 AM to
02:00 PM

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