In this program you will learn how to:

• The range of activities and skills of PR and how they can benefit you
• The tools and techniques of effective PR practice
• To improve your planning and writing for a range of media
• To deliver successful events, visitor and VIP program
• Writing a clear PR/Communications brief
• Planning communications activity to meet client need
• Developing the electronic PR/Communications Centre
• Developing crisis media management techniques
• Developing media interview techniques
• Developing personal effectiveness.

Program Summary

The program is a thorough and up-to-date introduction to the professional practice of public relations and communications in the 21st century organization. The value and nature of PR disciplines are established and linked to bottom-line performance. The tools and techniques to deliver business effectiveness in these disciplines are systematically covered, practiced and illustrated with a wide range of recent case-studies. The program includes personal action planning to ensure that the learning can be successfully transferred to your own work.

By the end of this course, delegates will be able to:

• Examine the role of Communications/PR in the 21st Century Organisation
• Explore the range of communications techniques and tools available
• Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
• Learn how to write a clear PR/Communications brief
• Plan communications activity to meet client need
• Learn how to develop an electronic PR/Communications Centre
• Develop crisis media management techniques
• Develop media interview techniques
• Develop personal communications effectiveness

• PR and Communications practitioners who want to update their skills
• Newcomers to PR/Communications
• HR professionals who have communications roles
• Managers who want to add high-level communications skills to their personal portfolios

The program uses a rich mixture of practical exercises, case-studies, questionnaires, syndicate and group work and video/DVD examples. Participants will be asked to reflect on and to discuss their own professional issues and experience.

DAY 1 - The 21st Century Communicator

• Introduction and welcome
• Goal setting for the program
• The role of Communications PR in the organization
• The range of media and channels
• A problem-solving approach to PR
• Personal goal-setting for the program

DAY 2 - From theory to successful practice

• Communications models: implications for practice
• Psychological themes and construction in practice
• The art of influence and persuasion
• Ethics and communications
• Organizational transparency and communications
• Taking and interpreting communication briefs

DAY 3 - The Medium is the Message

• Managing stakeholder relations
• Managing government relations
• Choosing channels – matching media to tasks and stakeholders
• Writing and editing a newsletter, newspaper or magazine
• Writing for the web
• Organizing events and exhibitions

DAY 4 - e=Management x Communication

• Improving the power of communications in the organisation
• Measuring communications effectiveness
• Using measurement to improve performance
• Crisis communication
• Reputational management

DAY 5 - Putting it all together

• Planning your career and personal development
• Impacting positively on your managers
• Managing up and increasing your personal visibility
• Networking and effectiveness
• Team working and your personal effectiveness
• Time management and work planning

Summary and Conclusion

BTS attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.