Developing and executing a well-planned and thought out PR strategy is a crucial skill for every PR practitioner.
This workshop will look at the art and science of PR strategy and will examine how to plan and implement strategies that support the work you do, helping you to achieve your aims. It's suitable for practitioners starting out in their career as well as those at a senior management level.
As much as possible, the session will be tailored to the needs of the delegates attending and will create a forum for sharing experience and knowledge. Practical work will reinforce the learning.
Topics
- What is 'strategy'?
- Setting realistic goals/objectives.
- Message development.
- Navigating the diverse range of channels.
- Strategic creative thinking.
- Building the strategy and evaluating.
- Case studies/experience sharing.
Learning outcomes
Delegates will understand the basics of developing a PR strategy - setting realistic goals and injecting that must-have creativity into strategic thought. They will look at the various planning and strategy models which have developed in academic and professional literature over the years and how these can be adapted for any business. They will also consider the need for clear messages and diversifying the channels of communication to achieve the desired results. They will share and learn from the experience of others on the course and through case study examples.
About the trainer
Paula McNulty is an Associate Director at Weber Shandwick. She is also the Chief Examiner for one of the units on the CIPR Diploma in Public Relations; Chief Examiner for the CIPR Crisis Communications Diploma and the CIPR Public Affairs Diploma. Before joining Weber Shandwick, Paula was the programme leader for the BA (Hons) Communication, Advertising and PR course at Edinburgh Napier University. With over 12 years' experience in PR practice and education, her key skills include strategic planning, targeted media relations and developing creative integrated campaigns.
The 'Freshly Brewed' series of half-day training sessions address a different PR theme each month and have been designed in response to feedback from a survey of members.
Cost: CIPR Members £95 and non-members £120 (plus VAT).
