STRATEGIC LEADERSHIP AND MANAGEMENT IN CONTEMPORARY PUBLIC RELATIONS PRACTICE (PR09)

STRATEGIC LEADERSHIP AND MANAGEMENT IN CONTEMPORARY PUBLIC RELATIONS PRACTICE (PR09)

Course Description

This five day professional development training programme is designed to cover the fundamentals of contemporary public relations practice . The training focuses on how to create effective external communication campaigns, create a cohesive corporate identity, predict and reduce risk and create a crisis plan and risk management strategy. The course also covers how to protect and enhance reputation, implement CSR strategies which are sustainable and create strategic media communications plans which engage effectively with your target market and stakeholders.

Learn the essential skills of public relations in developing robust strategies that enhance the reputation of your brand and corporate image. We teach you the techniques of building trust within your brand, by developing your brand's reputation and image. During the course you will explore ways to become a more effective manager and improve internal communication overall in the organisation. You will recognise different learning styles and personality profiles, as well as allowing you to obtain effective management skills such as communication, change management and handling conflict.

Central to this course is gaining a full understanding of how reputation is the primary strategic route to success for businesses in an age of rapid digital change. The course will teach the components of a public affairs and government relations strategy, how to identify objectives and goals and how to measure success.

ON THIS COURSE YOU WILL LEARN

Trends and developments in communications
Building reputation through trust and transparency into the brand
Getting attention for your brand – from product to brand
Risk and issue management plans for stakeholder engagement
Defending your brand and implementing effective risk and crisis plans
Effective stakeholder engagement
CSR brand strategies
Developing communications campaigns
Converting influence skills into valuable personal brand equity
Engaging successfully with anyone and giving a positive impression,
Critical insights from science about influence management

DAY ONE - LEADERSHIP STRATEGIES IN CONTEMPORARY PR PRACTICE

How PR managers can become leaders
Understanding the importance of leadership
Initiating action
Providing guidance
Creating confidence
Building morale
Building work environment
The pragmatic strategy for you as PR manager to be a leader
How to create a network of contacts, people who can act as listening posts internally and externally
Looking at organisational problems from a different perspective.
How to build coalitions. find key influencers, the experts, people who have the resources,
knowledge, and the power to make things happen.
How to recognise, reward and celebrate the accomplishments of your team, as well as groups elsewhere in the organisation.
How to focus on the outcome rather than process in each case
Turning decisions into reality and taking responsibility for the decisions

DAY TWO - STRATEGIC PUBLIC AFFAIRS AND GOVERNMENT RELATIONS

Creating a government and public affairs strategy
Understanding the principles of public affairs and government relations
Stakeholder analysis and management in public affairs
Understanding and mapping your public affairs and political landscapes
Advocacy and positioning: developing a government and public affairs programme
Positioning your organisation and its business goals effectively with stakeholders
Using influence and persuasion to drive your messaging
Utilising communication channels for a public affairs programme
Managing engagement with government officials and politicians – with elements of protocol
Identifying and understanding your targets: getting to the right decision-makers
Managing the dynamics of your relationship with government officials
Developing the right communications strategies and on target messaging with government officials
Strategic communications for government affairs and managing the media to influence policy
Creative PR tools and tactics to generate publicity
Building relationships with journalists to secure press coverage for your public affairs initiatives

DAY THREE - CSR MANAGEMENT AND CONTEMPORARY STAKEHOLDER RELATIONS

Current perspectives of CSR - setting the scene for current issues
How CSR strategies are changing and evolving
Social and environmental approaches to CSR*Terminology associated with CSR
Ensuring CSR helps build brand equity and enhance trust and values
CSR as an integral part of your internal communications
CSR as a strategic tool to enhance stakeholder engagement
How best to communicate CSR ideas and programmes - external communications strategies
Case studies: examples of good CSR practices in terms of social and environmental perspectives.

DAY FOUR - STRATEGIC REPUTATION AND CRISIS MANAGEMENT IN PR TODAY

Understanding the different types of risk
The process and benefits of risk management
Exploring risk assessment techniques
The process of issues management
The consequences of not managing risk
The impact of social media and exposing your brand to risk
Planning for a crisis
The importance of a crisis plan
Crisis management - responding to a crisis - the steps
Assembling your crisis team
The importance of leadership during a crisis
The importance of internal communications during a crisis
Creating a crisis communications plan
Managing the media during a crisis - Media and crisis communications during the acute phase of a crisis
Pre-prepared holding and media communications statements
Reputation management and social monitoring during a crisis

DAY FIVE - STRATEGIC INTERNAL COMMUNICATIONS AND MEDIA RELATIONS IN CONTEMPORARY CONTEXT

The different types of media - traditional and digital
Creating your media contact list and building your relationship with journalists
What makes a good story?
Writing persuasive and compelling press releases
Understanding writing style for various publications and audiences
Using appropriate factual tone and balance specific to press releases
The building blocks, content and structure: credible headline, lead paragraph, follow-on paragraphs, conclusive paragraph, quotes, notes to editors
Brushing up on your grammar and writing style
How to make your press release stand out from the crowd
Why material gets rejected and getting the timing right
The effective use of images and photographs
Looking at examples of press releases – the good and the bad
Delivery methods to the press – distribution channels and how and which media agencies
Make your material more attractive and grab attention
Developing media strategies that produce results
Techniques of brand reach using digital and social media for your media campaigns
Framing and re-framing messages to position your brand effectively

RECOGNITION

The Professional Development Diploma is approved and recognised by the: Continuing Professional Development (CPD): www.cpduk.co.uk

AWARD
CPD-Approved LSPR Professional Development Diploma: PR & Reputation Management. The Diploma is awarded with a Pass, Merit or Distinction.

ASSESSMENT

The final Diploma award will be based on the following:

Critical Thinking Exercises set and completed during the training - a series of practical exercises are set for each session for the delegates to work on during their training. This is an effective way to try out what you have been learning and gain insight and feedback, as you progress with each session during the course.
What you need to bring with you:

Please bring with you your laptop or tablet to the training sessions.

BESPOKE AVAILABILITY 

To meet your team’s specific needs, this course is also offered as a bespoke exclusive programme. It is also offered on a one-to-one tailored basis. Delivery options are either in-house, or at the LSPR premises in Kensington. Please contact LSPR for a quote.