Overview

An effective PR strategy will support an organisation’s corporate plan. This course will define a pragmatic approach to public relations and show delegates how public relations can become an integral part of corporate strategy. Particular emphasis is given to looking at practical ways in which a PR strategy can be created. Aspects of communication theory are covered, but most time is spent examining the case studies.

Topics Include

1-The nature of public relations

• Definition of Public Relations
• Mexican statement
• Differences between: Public Relations, Marketing, Advertising, and Propaganda
• Public Relations as a management function and its position within an organisation Role and duties of a Public Relations manager

 2-The uses of Public Relations

• Use of Public relations in: Financial markets, International markets, Parliamentary liaison, Commercial markets, Non- profit organizations, Community relations, Crisis situations

 3-The Publics of Public Relations

• Provide a suitable definition of publics in respect of Public relations
• Identifying major publics of an organisation
• Identify relevant, practical and economical ways of communicating with identified publics in a given scenario
• The consequences of failing to identify or target the correct publics
• The differences between: A market segment and publics, A target audience and a target market, Publics and a target audience

 4-The communication process

• Communication process, including noise
• Elements involved in the communication model
• What is meant by noise in the communication process
• Feedback as an essential part of the communication process and the dangers of not reacting to feedback

5-The following topics will be briefly addressed trough the seminar

• STEEPLE, SLEPT or PESTLE
• Statutory legislation and voluntary controls
• Copyright, patent, trade-mark, plagiarism, brand and logo and the legal implications of each
• Differences between libel, slander and misrepresentation