CIPR-approved trainers: Laurel Hetherington and Paul Noble.
Day one
Day one of this workshop will introduce delegates to the role and scope of PR in a variety of organisations. The course starts with an examination of what public relations is and how it differs from marketing and advertising. Delegates then go on to look at audiences and the media. They will match these up to specific types of PR activity, covering both internal and external communication, and will contrast inhouse and consultancy roles and tasks. The final session of the day gives delegates a chance to put into practice all the techniques discussed, using a case study to illustrate PR programme planning.
Topics
- What is public relations?
- Who do we want to reach and how do we reach them?
- What can PR do for you – both in-house and consultancy?
- Putting it all together – a group case study and presentation.
Learning outcomes
Through interactive practical exercises, group discussions and a presentation, delegates will gain an appreciation of where PR should fit into an organisation, what it can (and can't) achieve, and will have an understanding of the audiences and techniques used. Day one will help increase confidence in presentation and persuasion skills, and delegates will leave with a blueprint for a PR programme which they can then adapt to help solve particular PR problems.
Day two
Day two of this workshop examines one of the key competencies of the successful public relations practitioner – writing skills. The importance of written communication is outlined before being applied to tasks ranging from press releases to feature articles. The media relations context in which these devices are used is also reviewed.
Topics
- correct and effective English
- what makes a good press release
- writing and using feature articles
- appreciating the journalist's perspective and providing what they want.
Learning outcomes
Through practical exercises and group discussion, delegates will gain an understanding of the role of writing skills, and their contribution to effective media relations.
Workshop fee
CIPR members: £400 + VAT; non-members: £600 + VAT.
CIPR Foundation Award
Delegates who have completed the two day Introduction to PR workshop have the option to complete a third day (including an exam) to gain an industry-recognised qualification. Conversion fee: £190 + VAT.
