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An intensive professional development training course on

Public Relations
and Successful Campaigns

Keys to Corporate Reputation

Why Choose this Training Course?

This state-of the-art Public Relations and Successful Campaigns training course covers the practice of Public Relations and in the 2020s. PR and Communications are at the heart of business performance. Modern methods, tools and channels have greatly increased the speed in which communications can be experienced, from local to global. Sustained public relations campaigns can help build public perceptions, develop reputation with key stakeholders and drive strategic organisational change. Well planned and executed campaigns are a cost-effective means of changing perceptions and increasing stakeholder value for an organisation. By closely fitting the campaign to core business priorities as well as project objectives campaign design reinforces key messages and organisational strategy. Participants will develop the skills to design, plan, cost, deliver and evaluate campaigns using the full range of PR media and channels.

This AZTech training course will feature:

  • Understanding the basis of both positive Public Relations and defensive PR
  • Selecting and use a range of powerful planning tools to manage reputation in a complex media environment
  • Managing campaigns to change behaviour and develop reputation
  • Shaping external perceptions of your organisation by first class internal communications
  • Developing a strategic PR approach and a clear plan of action

What are the Goals?

By the end of this AZTech training course participants will be able to:

  • Develop a problem-solving approach to match PR strategy to business objectives
  • Critically examine the PR campaigns and the purposes that they can achieve
  • Plan PR campaigns to meet need setting clear objectives with behavioural outcomes and measurable results
  • Develop clear strategies for the use of channels and media
  • Measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
  • Learn how to evaluate PR to demonstrate success to the business and to develop PR methodology

Who is this Training Course for?

This training course is suitable for a wide range of professionals but will particularly benefit:

  • Those who want to develop their strategic communication skills
  • Those seeking a ‘refresher’ to enhance their PR skills
  • Communications professionals who want to update their professional skill set
  • Public Affairs Professionals
  • PR Managers, PR Executives & PR Officers
  • Marketing Professionals
  • Branding, Product & Marketing Managers

How will this Training Course be Presented?

The AZTech Training course is activity and discussion based. Formal presentations will be balanced by a range of case-studies, practice problems and group discussions. Sharing the experience of the participants is an important feature and delegates will have the opportunity to discuss their own projects or challenges in an environment focusing on solving those problems. Real examples presented on video are a strong part of the course.

The Course Content

Day One: Effective PR in a Media Environment

  • Putting a value on reputation and the PR that builds it
  • Corporate Affairs and Public Affairs approaches
  • PR campaigns – their use and their risks
  • External Communication as a change agent
  • Evaluation to develop programmes and match outcomes to organisational needs


Day Two: A Problem-Solving Approach

  • Brand, identity and image, the basis of reputation
  • Assessing your reputation and the use of ‘gap’ analysis
  • Stakeholder mapping, listening constructively to your stakeholders
  • The importance of narrative and storytelling
  • The Message matrix / message houses
  • Communications channels mapping and monitoring
  • A crisis management toolkit


Day Three: Planning and Costing Campaigns

  • Creating campaigns to meet business objectives
  • A problem-solving approach
  • Critical path analysis, costing the plan and preparing a budget
  • Anticipating risk and planning to meet it
  • Identifying stakeholders and their role in relation to the campaign
  • Co-ordinating campaign elements across stakeholder groups


Day Four: Channels, Delivery and Evaluation

  • From strategy to tactics
  • Environmental scanning, opportunities and risks
  • Developing a media relations plan
  • Crisis media relations
  • Channel effectiveness and use of media
  • Using influencer strategies to multiply effectiveness


Day Five: Putting it all together – Effective Delivery in Your Organisation

  • Winning support - consulting others in the organisation effectively
  • Research and evaluation
  • Presenting your case to senior management
  • Integrating your campaigns into your own media and company reporting
  • Ensuring that results are seen and credited
  • Personal action planning

The Certificate

  • AZTech Certificate of Completion for delegates who attend and complete the training course

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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