Course Details

Multi-skill Programmes (multi day)

Intensive communications and PR programme (10 days)

Level

Intermediate

Course venue

ISOC London
13 Grosvenor Place | Floor 3
London
SW1X 7HH
UK

Course dates

Venue Location

GBP 4,950

per individual
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Additional course information

contact via e-mail london@isoc.com

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+44 20 72504290

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Summary
Description
Linked Courses
  • A 10-day intermediate communication training programme covering the complete spectrum of PR disciplines and skills

    Course outline

    A complete 10-day multi-skill programme

    This comprehensive two-week programme covers all key disciplines, skills and best practice in public relations.

    You will learn about PR strategy and campaign planning, media relations, event management, protocol and hosting, writing for the media, press releases, crisis communication, online PR and public affairs.

    Who should attend

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for communications and PR specialists or academic faculty members seeking a comprehensive skill boost in a wide spectrum of professional competencies as part of their continuing professional development.

    Topics

    This course covers the following modules:

    • Essential media relations
    • Practical event management 
    • Press conference management
    • Directing strategic events
    • Media interview training 
    • Advanced communication strategy
    • Press release writing
    • Writing for the Web and social media
    • Internal communication
    • Advanced communications and PR management

     

    The topics covered by each module are detailed below.

    About this course

    What to expect

    Intensive Public Relations is an ISOC Multi-Skill Programme. This extended training format covers a range of different PR and communication skills. It is designed to develop fully rounded communications professionals.

    You will not have to sit through long lectures or presentations – this course uses active learning to help you internalise the topic and apply it in the real world.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Learning outcomes

    After this course you will be able to:

    • Understand how the media are organised, and how journalists think and work
    • Engage confidently and effectively with journalists
    • Plan a communication campaign using practical tools
    • Prepare venues, resources, materials and spokespeople for a press conference
    • Navigate and manage interpersonal dynamics in important encounters
    • Develop enhanced PR writing skills to amplify the impact of everything that you write
    • Write powerful and newsworthy press releases quickly and instinctively
    • Adapt and develop texts for the different needs of readers on the Web
    • Create an internal communication strategy for your organisation

    Module 1: Essential media relations

    This one-day module covers the key concepts and techniques that effective PR professionals use to get stories covered positively and prominently in print, broadcast and online media.

    • The media landscape: how to map out the full range of forms of news media, and how to engage effectively with different media
    • Journalists: how to understand and work with journalists to influence and shape coverage
    • News judgment: understanding how journalists decide what makes news
    • Pitching stories: how to sell-in stories to journalists by creating and executing effective pitches

    Module 2: Practical event management 

    This module covers the strategy, design, planning and delivery of smooth and professional events, from the essentials of preparation to the realities of delivery and troubleshooting under pressure.

    • Creating a strategic event concept
    • The PR events toolbox: 25 types of PR event
    • Media and non-media events
    • Key components of event design
    • Building a programme of content
    • Event planning and preparation
    • Mapping out a timeline and critical path
    • Organising back-office systems
    • Making it shine on the day: practical event execution
    • Managing the online space

    Module 3: Press conference management

    This one-day module covers best-practice techniques for preparing and managing successful press conferences, from concept to execution.

    • Press conference planning: best practice in planning press conferences
    • When and how to use press conferences, based on case studies of successful and effective execution
    • Press conference preparation: how to prepare venues, resources, materials and spokespeople for a press conference
    • Press conference execution: a practical primer in how to make a press conference happen
    • Press conference facilitation: the role of the PR professional in hosting, chairing, stage-managing and troubleshooting a press conference

    Module 4: Directing strategic events

    This module covers event management from the perspective of senior PR professionals tasked with overseeing a major event.

    • Event strategy: role in business strategy and communication strategy
    • Ensuring events add value and deliver return on investment (ROI)
    • Drafting an event strategy: a 10-pillar framework
    • Planning and risk assessment
    • Defining an event’s brand identity
    • Securing VIP speakers and attendees
    • Project management for strategic events
    • On the day: directing high profile events
    • Managing event teams
    • Event troubleshooting and crisis management

    Module 5: Media interview training

    This one-day module covers how to engage with the media in a variety of formats. Topics covered include:

    • Effective preparation for interviews
    • Key message delivery 
    • Ability to take control of the interview agenda
    • Body language, such as appearing engaged
    • Voice – including tone, projection, variation and emphasis of key points 
    • Confidence and clarity (ability to be understood and avoidance of jargon)
    • Ability to give strong quotes and sound-bites
    • Avoidance of journalist’s tricks, traps and pitfalls
    • Feeling confident and comfortable in a variety of media encounters and formats 
    • Understand how the media operate in a crisis and how to engage with them

    Module 6: Advanced communication strategy

    This one-day module covers strategy at manager and director level, including creating and deploying sophisticated strategies for complex situations, large organisations, multiple countries and brands.

    • Evidence-based communication strategy: how to measure and prove the value of communication
    • Advanced strategy tools and concepts: specialised techniques for developing complex PR strategies
    • Justifying strategy: securing management support: how to get support from the top for ambitious PR strategies
    • Rolling out and managing a communication strategy: the systematic process of creating and deploying a PR strategy

    Module 7: Press release writing

    This one-day module combines three key competencies: language and technical writing skills, news judgment, and tailoring news writing for the online space

    • Press release essentials: the core principles of writing effective press releases
    • Press release presentation: structure and format
    • Essential ingredients of content and presentation
    • Press release content: news, language and colour
    • How to develop news angles using focused and powerful language
    • Press releases online: search and social media impact
    • How to write and distribute press releases that make an impact online as well as in the traditional news media

    Module 8: Writing for the Web and social media

    This one-day module explores hands-on techniques to translate plain good writing into effective writing that will make you stand out on social media platforms.

    • Principles of writing for the Web and social media
    • Social media writing strategy 
    • Optimising social media writing
    • Micro-writing for blogs and social networks

    Module 9: Internal communication

    This one-day module covers employee communications from strategy to execution. You will learn best practice in building internal communication strategies that raise motivation, productivity and collaboration

    • Core principles and defining concepts that underlie practical and strategic internal communications
    • How to create an internal communication strategy complete with organisational systems and a practical action plan
    • Internal communication platforms and channels: a toolbox of practical internal communication techniques and channels
    • Internal communication campaigns and programmes: a how-to guide to launching internal communication programmes, based on case studies of award-winning campaigns from around the world

    Module 10: Advanced communications and PR management

    This one-day module provides a solid grounding in the practice and communication of socially responsible business practice

    • Designing a CSR strategy: the principles and rational for CSR and approaches that you can use to develop an effective strategy for your own organisation
    • Building CSR programmes and campaigns: practical approaches to designing and planning CSR activity

    Course format

    Practical

    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.

    Active

    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.

    Stimulating

    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.

    Inspiring

    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.

    Individual

    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

     

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC's systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

     

User reviews 3 users commented so far Add your review

Adwa says:
This programme was outstanding, I confident that I can apply what I learnt over the two weeks. The trainers were excellent!
Adwa rated the course
Astranique Bethell says:
The most comprehensive PR course a Communications practitioner could undertake.

The trainers all took their time to ensure a thorough understanding of content and where and when it was possible, they took the time to tailor the teaching to each individual's working circumstances.

Also, the venue staff exceeded expectations.
Astranique rated the course
Haris says:
This course is an excellent opportunity to learn from accomplished experts in the communications and PR world. It brings together people from diverse backgrounds and organisations and the value of learning is great.

All the trainers are extremely helpful and facilitating. They are great professionals and very strong communicators. It's been a pleasure to learn from them.

I'm extremely grateful to the ISOC team for an excellent 2 week program. I look forward to our continued relationship and friendship. Thank you!
Haris rated the course
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