An Introduction to Public Relations
So how do you get your name in the right media and at the same time, get them to say good things about you and your company?
This one day public relations course will provide with you with a wide variety of tools and skills that will enable you to do your own effective PR, or work with a greater understanding of what outsourced PR should deliver and how to measure its success. This course will also highlight techniques to help you overcome fears of public speaking and develop the confidence to do it well.
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Creating a Public Relations Strategy
PR is about profile and reputation, the result of what you do, what you say and what others say about you. When you raise your profile, people read or hear about you. If you target the right places you will be read about or heard of by potential clients, the people who you want to be interested in you, who want to use your services or buy from you.
The skill is to get your name or your company name in front of potential clients and let them know how good you are. There are a variety of ways you can do this: through the media, hosting events, giving presentations, sponsorship, winning awards and CSR commitments amongst others.
Frances Pardell - Managing Director of PardellPR
Frances has had a very successful career in PR spanning over 30 years. She became a company director by the age of 30 at the international entertainment PR agency DDA. She focused on entertainment PR for many years, including a 12 year stint at BBC Television, where she brought record audiences to such shows as Men Behaving Badly, The Fast Show, Jonathan Creek, The Alan Clarke Diaries and Rome.
After three years as Head of Communications for Warner Leisure Hotels hotel group she set up her own business in 2010, which offers public relations services to clients such as the BBC, Harper Collins & Isuzu
Coffee/Meet and greet/Overview of the day
10.00 - The Media
· Print – circulations of all print media, especially national and regional papers has nosedived over the past few years. Did the closure of the UK’s most successful Sunday newspaper, the News of the World, following the hacking scandals prove to be the death knell for print media or does it still have power?
· Broadcast – television has diverisified beyond all recognition since the onset of sateilltes and the profusion of numerous tv channels. While accusations of ‘dumbing down’ are never far from the newspapers or politicians, there is still tremendous power in radio and television.
· Social - this has changed the face of communication forever. YouTube has made stars out of popsters like Justin Bieber and felines like Grumpy Cat. With Twitter Facebook LinkedIn and You Tube, how can you exploit the social media platforms available to you to benefit your business
10.30 - The Importance of a Good Story and How to Write It
· How can you recognise what story the media might be interested in
· The Top Tips for writing a good press release
· An exercise in writing your own headline grabbing story
Coffee and tea break
11.15 - Communicating Your Messages
· Review of what participants have written
· Websites- not just a shop window or uploaded company brochure, how you can make it an essential marketing and PR tool
· Blogging and tweeting – what should you say and often should you do it
· Internal communications – ensuring that you engage your employees and interest them in what is going on in the company. Your employees are often your greatest business asset
12.00 - Targeting the Media
· Where do you want to see ‘your name in lights’?
· Which outlets will be the most beneficial for your business
· How do you contact journalists when you don’t have any connections
· Developing relationships with your key media targets
13.00 - 14.00
14.00 - Interviews and Public Speaking
· How to prepare yourself for a media interview, whether print, radio or television
· Making a presentation
· Writing a speech and delivering it
15.00 - The Art of Networking
· Constructing your ‘elevator speech’
· Making your communication memorable
· How to present yourself and your company in the best possible way
Coffee and Tea
15.45 - Sponsorship and Corporate Social Responsibility
· The benefits of sponsorship and CSR
· How to chose the right event or charity for your business
· The opportunities you can explore in the media in relation to CSR or sponsorship
16.00 - Hosting An Event
· Why, when, where and how
· Attention to detail – the essential Event Checklist
· The Event
· Making the most of media opportunities
Questions and Feedback
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There will be working groups, one to ones, presentations from the floor to be included in the day. Each participant will have an information pack to take away with them and free access to any of the AV presentations during the course
• Understanding what ‘PR’ actually means
• Highlighting the difference between good PR and bad PR
• How to do your own PR and what you need to know and do in order to do it effectively
• The importance of a good story and how to write it
• Developing relationships with targeted media
• How to get your name and company in the right media
• What you need to know and do in order to make your event a success
• The benefits of sponsorship and CSR
• Overcoming the fears of public speaking and developing the confidence to do it well
• Social media platforms and how to use them
• The benefits of networking and how to do it properly
Who should attend?
This Public Relations course would benefit those with little or no experience in the field of PR, or those that want to gain more knowledge when outsourcing their PR projects.