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Creating High Impact Public Relations Strategies


(3 Reviews)


The course will have a strong focus on the challenges faced by marketing and PR professionals in the rapidly-changing landscape of the digital age. It will equip delegates with the key skills and tools required to develop and implement a strategic approach to public relations, both internally and externally. Participants will look at practical ways in which a PR strategy can be created and will see how public relations should become an integral part of corporate strategy, to effectively manage an organisation’s reputation. This course will also explore communicating strategy and making decisions in uncertainty while ensuring that delegates can evaluate and measure the effectiveness of campaigns.

Who should attend

This highly practical and interactive course is designed for senior managers of public relations departments seeking to gain an understanding of how to think more strategically and aiming to create high impact public relations strategies and marketing managers, marketing professionals and all those involved in the decision-making process of organisational marketing communications and media.


Preparing a Dynamic PR Strategy

  • Establishing your key message - Identifying aims and objectives 
  • Balancing internal and external public relations
  • Budgeting for your campaign and delivering value for money
  • How to get your board of directors and senior management involved

Social Media and Online Public Relations

  • Creating social media objectives
  • Advantages and disadvantages of using social media campaigns, challenges and opportunities
  • Building a coordinated online campaign
  • Future trends in social media

Making Decisions In Uncertainty

  • Is it possible to plan for a crisis?
  • Evaluating risk, now and for the future
  • Balancing risk with creativity
  • The skill of making decisions under duress
  • The immediate impact of social media
  • Reputation management – Making positive press from bad news

Internal Communications

  • The importance of effective internal communications for a PR campaign
  • Types of Internal Communication
  • Communication of change

Evaluating the Effectiveness of a PR campaign

  • Monitoring and analysing the performance of your campaign
  • Target group awareness and changes in public opinion
  • The future of PR evaluation – big data and the internet of things
  • Presenting your results – Preparing and presenting

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

  • Develop PR strategy plans
  • Communicate your strategy to senior management
  • Build an online media campaign
  • Create social media objectives
  • Understand the impact of social media
  • Communicate change internally
  • Effectively present your PR campaign
  • Effectively evaluate the results of your PR campaign
  • Communication
  • Creativity and Innovation
  • Crisis Management
  • Public Relations (PR)
  • PR Strategy

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