Public Relations Strategy for PR Professionals

This highly pragmatic and interactive course is designed for senior managers and directors of communications or public relations departments, aiming to create high-impact public relations strategies and gain backing for these strategies at boardroom level. It is ideal for individuals holding high-level positions within organisations and is tailored to professionals in senior leadership roles or aspiring to reach those positions.

Embracing Strategic Communication

• Understanding the strategic role of communication in organisational management
• Working collaboratively with the board and other departments to align communication objectives
• Exploring various communication disciplines and their significance in organisational strategy
• Navigating business-critical strategic communications initiatives
• Cultivating high-impact public relations strategies at the heart of organisational goals

Planning and Execution

• Serving strategic organisational goals through tactical communication planning
• Employing analytical approaches to inform strategic priority-setting
• Selecting appropriate tools and delivery channels for diverse communication environments
• Building flexibility into strategic communication approaches to adapt to evolving contexts
• Ensuring high-quality output and maintaining a focus on creativity and innovation

Collaboration Across Disciplines

• Cultivating an organisation-wide approach to communication initiatives
• Assessing strengths, weaknesses, and needs across various communication disciplines
• Upholding ethical practices and maintaining high-quality output
• Fostering collaboration between PR, advertising, branding, marketing, and internal communications teams
• Nurturing creativity and innovation to achieve communication ‘wins’

Crisis Communication and Contingency Planning

• Understanding the role of communication in contingency and crisis situations
• Building robust communication team relationships with operational experts
• Conducting regular review and rehearsal of crisis communication plans
• Maintaining ongoing dialogue with media stakeholders
• Addressing corporate social responsibility in day-to-day communication practices

Evaluation and Continuous Improvement

• Setting early goals and employing appropriate measurements of success
• Understanding the value of outputs, outtakes, and outcomes in communication evaluation
• Conducting reviews and capturing lessons learned for continuous improvement
• Conducting horizon scanning activities to anticipate communication challenges
• Employing relevant frameworks like the Barcelona Principles to evaluate PR initiatives

At the end of this course, delegates will be able to:

• Develop and implement high-impact public relations strategies aligned with organisational objectives.
• Navigate diverse communications disciplines and collaborate effectively with cross-functional teams.
• Employ analytical approaches to strategic planning and utilise appropriate tools and delivery channels.
• Foster an organisation-wide approach to communications and uphold ethical practices.
• Prepare and execute crisis communication plans, fostering 360-degree risk awareness.
• Evaluate PR initiatives using relevant metrics and frameworks such as ROI and the Barcelona Principles.
• Foster ongoing dialogue with media stakeholders and operational experts to maintain effective communications.
• Conduct horizon scanning activities to anticipate and address emerging challenges in brand, reputation, and stakeholder environments.