Planning and Managing PR Campaigns

This PR management training course covers how to translate communication strategy into practical results. You will learn to roll out campaigns smoothly, manage partners and troubleshoot suppliers. Topics include 10 universal campaign ingredients and a toolbox of techniques.  

This course is available both live online and face-to-face.

  • Face to face (London) | One full day | £575 +VAT
  • Face to face (Dubai) | One full day | Media One Hotel | $695 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $695 

Also available on request in US / Asia timezones.

This course runs in English. It is also available on request in Polish.

Course outline

Campaign planning

This module covers practical approaches and tools that you can use to lay sound foundations for campaigns that execute smoothly and deliver results.

  • Planning toolbox: practical techniques for campaign design
  • Tactic selection: choosing the right mix of PR tools
  • Time planning: traditional (GANTT) and online (integrated digital) tools
  • Resource planning: predicting what you will need to make it happen
  • People, skills, management capacity, budget, outsource, contingency

Universal platforms

This module describes and explores 10 classic platforms for PR campaigns that feature many effective communication plans.

  • Briefing on the 10 universal campaign platforms
  • Case study showcase of the universal platforms in action
  • Workshops and structured discussion on how you can apply the platforms in your organisation

Project management

This module is a hands-on primer in how to apply best practice in project management to communication and PR campaigns at your organisation.

  • Key ingredients and success factors in campaign project management
  • Managing budgets, resources and project-critical relationships
  • Managing external engagement (stakeholders, media, messages, channels)
  • Monitoring and feedback: milestones and key performance indicators
  • People management and team leadership

Managing suppliers

This module covers how to select, manage and troubleshoot the third-party organisations on whom the success of your campaign depends.

  • Appointing the right agencies and partners: best practice approaches
  • Hiring and appointing: get the contract and the relationship right
  • Briefing and collaborating effectively
  • Managing and troubleshooting agency issues
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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Elena Yakunina

Elena is a successful communications and public relations professional with over 15 years’ experience. She led the communication functions at Ehrmann AG, Nestlé and GlaxoSmithKline in Russia and Eurasia. She is an expert in strategic communications, reputation management, media relations, social media engagement, personal and brand/product PR, crisis, change and transformation, CSR/sustainability and sponsorship programs. She has extensive experience in managing stakeholder relations and generating public support. She advises a number of organisations in the Middle East and Asia on strategic communications. Elena holds two master’s degrees in Economics and Management, and in Journalism. She studied leadership at the London Business School. Elena is a member of World Communication Forum Association (Davos, Switzerland). She speaks English, Russian and basic French.

Trainer profile: Izabela Hamilton

Izabela is a communications specialist and certified executive coach with more than 15 years' international experience in Europe, the United States and the Middle East. She managed the communications functions for prominent international brands including Jumeirah Group's flagship Burj Al Arab hotel, market intelligence group Euromonitor International, Incisive Media and Business Monitor International. Izabela's responsibilities and expertise include internal and external communication, crisis, events, media relations and coaching for public speaking. She delivers career and communication coaching for individuals and organisations of all sizes. She trains on many topics including soft skills, executive presence, communication strategy and reputation management.

Trainer profile: Frances Barton

Frances is a communications specialist with more than 26 years’ experience in broadcast and print journalism, as well as public relations. Frances began her communications career by training in-house at BBC Northern Ireland. She later worked as a news editor and presenter for the BBC and also for Dubai Television and Radio. Frances served as editor-in-chief for a high-end lifestyle magazine and has also contributed articles to national newspapers in the UK and other countries. As a communications and PR professional, Frances specialises in media relations, employee engagement and crisis communications. Her clients have included major organisations such as Emirates Airline & Group, Dubai Airports, Dubai Airshow, American University of Sharjah and Dubai Tourism. 

What you will learn

After this course you will be able to:

  • Create a rigorous plan for a communication campaign
  • Deploy practical PR campaign management tools
  • Apply and adapt 10 universal platforms for creative PR tactics
  • Project manage, troubleshoot and evaluate your own communication campaigns
  • Appoint the right suppliers and agencies and manage them efficiently

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 all communications professionals up to and including director level who need to enhance their understanding and practical skills in planning and managing PR campaigns.