Programme

Day 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 the full range of news media and engage effectively with each type
• Journalists: how to understand and work with journalists to influence and shape coverage
• News judgment: how journalists decide what makes news
• Pitching stories: how to create and deliver effective media pitches

Day 2: Creativity in Communications and PR

This one-day module delivers inspiration and practical tools to create distinctive PR ideas that achieve results.

• Creativity in PR: principles and importance
• Creativity showcase: case-study analysis of successful creative campaigns
• Facilitating creativity: practical creativity tools and processes
• Creativity in practice: an in-class workshop applying the tools and concepts

Day 3: Strategic Media Engagement

This one-day module covers advanced media relations techniques for experienced PR professionals.

• Creative news and media management
• Innovative media engagement tactics
• Online media relations aligned with digital and social media
• Preparing and coaching spokespeople for media interviews

Day 4: Media Training

This one-day module covers how to engage confidently with the media in a variety of formats.

• Effective preparation for interviews
• Body language and visual engagement
• Voice: tone, projection, variation and emphasis
• Confidence, clarity and jargon-free delivery
• Avoiding tricks, traps and pitfalls

Day 5: Press Conference Management

This one-day module covers best-practice techniques for preparing and managing successful press conferences.

• Press conference planning
• When and how to use press conferences, with real case studies
• Preparing venues, resources, materials and spokespeople
• Executing a press conference effectively
• Facilitating, chairing and troubleshooting press conferences

Day 6: Advanced Communication Strategy

This one-day module covers advanced strategy techniques for complex environments.

• Evidence-based communication strategy
• Advanced strategy tools and frameworks
• Justifying and securing management support
• Rolling out and managing organisation-wide communication strategies

Day 7: Speech Writing

This one-day module covers the art of writing entertaining, persuasive and memorable speeches.

• Speech planning
• Structure and flow
• The spoken word
• Key elements and delivery

Day 8: Reputation Management in Social Media

This one-day module covers how to shape perceptions and conversations online.

• Monitoring and engagement
• Search optimisation (SEO)
• Online media engagement
• Blogging and content strategy

Day 9: Internal Communication

This one-day module covers employee communications from strategy to execution.

• Core principles and defining concepts in internal communications
• Creating an internal communication strategy and action plan
• Internal communication platforms and channels
• Internal communication campaigns and programmes, with global case studies

Day 10: Advanced Communications and PR Management

This one-day module covers best practice in managing PR teams, departments and programmes.

• Strategic management for communications and PR departments
• Operational communication management: policies, processes and resources
• Programme management, measurement and evaluation
• Leading and managing PR teams

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 that helps you develop strategic approaches and apply sophisticated techniques.

This course is recommended for communications and PR professionals seeking a broad-based skills boost across a wide spectrum of specialist competencies as part of their continuing professional development.

What you will learn

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
• Apply and adapt 10 universal platforms for creative PR
• Prepare venues, resources, materials and spokespeople for press conferences
• Navigate and manage interpersonal dynamics in important encounters
• Develop enhanced PR writing skills
• Write powerful and memorable speeches
• Manage organisational reputation in social media
• Create an internal communication strategy