One way to keep up-to-date with the latest developments in measurement and evaluation is to take part in a training course. The CIPR offers workshops and customised training options that will provide you with the empirical proof to demonstrate the effectiveness of your PR activities.
Evaluating PR
With evaluation a key issue in current public relations practice, this workshop outlines the relevant aspects of Planning, Research and Evaluation (PRE). It is based on the premise that the tools required exist – the challenge is to understand and apply them.
Topics:
- Addressing the barriers to evaluation
- Objective setting and writing objectives
- Research methods and their application
- Outputs, out-takes and outcomes
- Process and impact evaluation
- Getting maximum benefit from media evaluation.
Through the examination of case studies and group discussion, delegates will gain an appreciation of the challenges and opportunities that evaluation offers. A more sophisticated understanding of the issues involved will enable delegates to maximise the opportunities that exist to deploy evaluation as an integral part of public relations research and planning.
Planning and managing PR campaigns
This course is designed for practitioners who need to develop their campaign, project and programme management skills. The course describes campaign planning in terms of project management, and uses examples to show how project management techniques available in other areas of management are relevant and useful to PR practice. A number of exercises allow participants to use the techniques discussed.
Topics:
- Campaign, project and programme management
- Making sense of public relations as a management task
- The public relations process – research, analysis, objective setting, planning, implementation and evaluation
- Resource allocation and budgeting
- Managing time and people
- Monitoring progress and control techniques
- Building project management skills – guidelines for further work.
Delegates will improve their ability to plan and manage campaigns, and to see themselves as managers making decisions about resource allocation, the development of project teams and campaign elements.
