STRATEGIC PLANNING, PRESENTATION & MEDIA SKILLS (FOR PR PROFESSIONALS) (PR10)

STRATEGIC PLANNING, PRESENTATION & MEDIA SKILLS (FOR PR PROFESSIONALS) (PR10)

Course Description

The course focuses on how to create communication campaigns, manage strong brands, create a cohesive corporate identity, engage well with the audience and clients and create strategic media communications plans. There will be a focus on how business and financial analysis helps reduce financial and reputational risk, provides a greater understanding of trends and an improved return on investment.

You will learn how to develop a better presentation skill-set, focusing on body language, delivery, confidence and communication skills.

You will be trained by leading experts in the process of making informed decisions for your branding strategies. The course provides useful frameworks needed to formulate strategies, evaluate options for business and contribute to organisational performance.

WHAT'S COVERED?

Building reputation through trust and transparency into the brand
Getting attention for your brand – from product to brand
Understand strategic and financial analysis tools to help the process of decision making and in setting the right goals and objectives
Understand the value of intellectual capital in gaining band equity and competitor advantage
How to deliver a presentation that leaves lasting positive impressions
Developing communications campaigns

COURSE OUTLINE

DAY 1 - EFFECTIVE BRANDING AND REPUTATION MANAGEMENT STRATEGIES

Creating effective strategies to build your product or service into a desirable brand
The visual elements of the brand and how it shapes our perception
Exploring the differences between tangible (physical) and intangible (non-physical) elements of branding
Delving deeper into the intangibles: how they impact reputation
Exploring reputation management strategies
Strategies for positioning your brand to create loyalty and trust

DAY 2 - CREATING EFFECTIVE PR STRATEGIES AND CAMPAIGNS

How to establish your PR goals and objectives
How to create successful internal communications strategies, to gain maximum engagement
How to identify your external audiences, establish engagement and create personas
How to use SMART objectives to achieve your PR goals
How to plan your budgeting, in terms of human and other types of resources, for the best outcomes
How to effectively evaluate to measure the success of your campaign

DAY 3 - PRESENTATION AND PITCHING SKILLS

Personal image – perception and identity - developing your “unique” style and voice delivery
Creating a strong and positive first impression
Understanding body language
Using body language to create impact
Use of gestures to create emphasis
Importance of eye contact
Voice awareness, control and pitch
Using your voice to create impact and emphasis
Using your voice assertively
Speaking with confidence
Understanding your audience
Modifying your style of presentation to the type of audience
Building trust and rapport with your audience
Inspirational stories to create a connection and rapport
Correct language and style to create influence
Listening and applying emotional intelligence
Establishing your presence and developing charisma
Bringing your personality to life
Developing a confident, focused style that creates a positive impact
Opening and closing a presentation
Getting your key points made within the first few seconds of opening
Keeping to message and maintaining consistent focus
Time management
Anticipating questions and preparing answers
Handling difficult and challenging questions

DAY 4 - STRATEGIC AND FINANCIAL ANALYSIS

Exploring Strategic and financial analysis tools
How to carry out competitor analysis to gain competitor advantage
How to gain strategic insights, by applying Five forces industry analysis
Using macroeconomic analysis (PESTEL) to manage decision making around the external environmental trends
Using Value chain analysis as a strategy tool used to analyse internal activities and understanding which goals are the most valuable
Utilising win/loss analysis to de-construct how companies market and sell their products and services.

DAY 5 - PRESS RELEASE WRITING AND MEDIA RELATIONS

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.