Courses

Why do Internal Communications Matter? The role of internal communications and why they are important. How they link to PR, marketing and other communications disciplines. Internal Audiences How to identify different target audiences and their different motivations. How to use the ‘cycle of influence’ to plan a ‘communications journey’ for your audiences. Media Selection The pros and cons of different...

Your Online Reputation The characteristics of an on-line attack on your reputation. Online activists and their nature: when Twitter goes bad; Facebook failure and belligerent bloggers. The online reputation audit: Who's talking about you? What are they saying? Where are they? Identifying the serious viral threat and the "hot air" activist. Spoof sites, FLOGS, hate sites and anti-sites. Preparing your Defence...

Internal Audiences and Media Selection How to segment internal audiences. The pros and cons of different media channels. The role of social marketing in internal communications. Developing your Strategy Aligning internal communications with organisational goals. The elements of a successful strategy. Measuring Internal Communications How to audit internal communications, including qualitative and quantitative methods. How to create a great staff survey...

The Principles of NLP To get the most out of this powerful tool set, you first need to understand the origins of Neuro Linguistic Programming and the principles that underpin it. The Four Pillars of NLP The four key skill areas that NLP can teach any manager: rapport; sensory awareness; outcome orientation; and behavioural flexibility. When you understand and...

Special Events in the PR Mix The role of special events in an organisation and how to determine their scope. Setting professional, disciplined objectives that ensure that events make a contribution to your organisation’s success. Different Types of Event Understanding the range of events that can contribute to the PR mix, including: roadshows; conferences; sponsorship events; briefings; and hospitality...

What Makes an Effective Account Director? The added dimension of directing over managing. Stepping up to take charge. Authority without arrogance. Establishing your added status in the eyes of your clients. Taking ownership of both your client’s problems and your own agency’s problems. Client Handling Skills Demonstrating your new authority. Speaking for the agency and your team. Developing effective strategies...

COURSE CONTENT The Argument For Evaluation Defining what you mean by evaluation. The advantages of evaluation and the reasons why we don’t do it more. Incorporating evaluation into your PR campaigns. Setting aside appropriate budgets for accurate evaluation. Output, out-take, outcome: a different mindset for evaluation. Creating the Evaluation Environment for your PR Activity The seven principles of evaluation. The...

Selecting Awards Which awards can provide real insight into your organisation and which ones are just designed to celebrate success? How to select the categories you are most likely to win. Behind the Bullet Points What are the judges looking for? What makes the difference between the winner and the also-rans? The vital importance of strong evidence. Preparation Managing your...

Preparing for Negotiation How to prepare for any negotiation thoroughly and professionally. Knowing the things you need to know before entering the negotiation process. Researching the variables. Outcomes How to recognise the various outcomes of a negotiation and get the one you want. Understanding how these might differ from the outcomes of the other party. How to see the...

Professional Writing Skills A clear definition of what is needed from professional writers in public relations. Understanding the psychology of the reader. Communicating through repetition and signposting. Writing for the skimmer. Writing to a Brief How to write to a target word count. Adapting styles. Handling time pressures. Creating inspiration. Practical Exercises Delegates work individually on a portfolio of tasks...

Preparation Assembling the information for a speech. Concentrating on the main points of interest for the listeners. Deciding on the objective of the speech. Sources of material. Delivering the Message Striking a balance between information and inspiration. Making sure that your message gets across. Audience Analysis How to make sure that you will be delivering exactly what they need to...

Writing and Thinking like an In-house Reporter The differences between writing copy for print, for the web and your intranet site. How to write and shape intranet articles that get read and remembered. The key components to your story. How to grab the reader’s attention within five seconds. Correct copy length. When and how to include quotes. Using...

Essentials of effective online copy Short copy and what this means online. An integrated approach to selecting online platforms and media. Audience, purpose, content types, word choice and structure. How to use a simple communications model to empower your writing. Appealing to humans and robots. Finding your style and tone of voice. Readability and navigation. Online reading behaviours. How...