Challenges facing your organisation

Is your organisation looking to improve its credibility and public image?

Are you looking for ways to integrate public relations into your organisation’s overall management? Are you looking for a cost effective approach to administering public relations?

An organisation’s reputation and how it is viewed by its public is a key factor in its ability to achieve success.
This programme is designed for those responsible in shaping your organisation’s image and public perception or those looking to develop their understanding of the basic principles of public relations.

Benefits of attending to you and your organisation
You will be able to:

• Work with your colleagues to plan and implement an effective communication strategy to help your organisation achieve its goals
• Identify and use appropriate crisis management strategies and respond promptly and effectively to crisis situations
• Implement strategies for managing your departments relations with the press, media, the public and other departments in your organisation
• Identify ways in which your department can supplement and support the work of professional pubic relations practitioners.

Programme aim
The aim of this programme is to provide you with sound working knowledge of the principles and concepts behind public relations in the context of public service management and communication planning

What you will learn

1. Planning a public relations campaign
2. ommunications strategies
3. Integrating other departments into the whole organisations’ public relations effort
4. Cost-effective approaches to managing public relations
5. Selecting and managing external consultants
6. Methods and policies
7. Planning public relations
8. Media relations
9. Writing exercises
10. Principles of marketing, advertising, direct marketing and research
11. Applying strategic public relations principles through work on case studies
12. Dealing with pressure groups including through the world-wide web
13. The Internet as a communication tool
14. Internal communications, including the application of computer technology through company intranets
15. Crisis management
16. Government relations, lobbying
17. The work of government information and Communications service and its relationship with politicians and special advisors
18. Corporate positioning and identity
    Public speaking.