COURSE OVERVIEW:
Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
Your company's public relations efforts help determine how others see your company, whether good or bad. Key goals of public relations include managing your company's communications in the media, communicating crises and developing company content.
Some of the main goals of public relations are to create, maintain, and protect the organisation's reputation, enhance its prestige, and present a favourable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue.
Public relations can be an effective part of a company's overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives.
Public relations functions are designed to help build trust and credibility with groups that are important to your organisation. They help raise awareness about your organisation as well as give it a chance to define, control and distribute its message to those both inside and outside your company. Effective public relations functions can also promote your organisation, help communicate during a crisis or defend its reputation from attacks people make on it in the media.
This course is intended to help you, and your company, get the best out of the media through effective public relations. It sets out to ask, and answer, questions facing everyone involved in PR at whatever level, from chief executives, marketing directors and sales managers to newly appointed public relations officers (PROs) or those who have been in the profession for some time but realise there is still a lot to learn.
LEARNING OUTCOMES:
By the end of this course, you will be able to understand:
· What is Public Relations?
· What is the scope of PR?
· The most important elements of PR
· What good public relations should embrace?
· The importance of a carefully planned, comprehensive public relations campaign
· The advantages and disadvantages of appointing a professional public relations consultant
· The advantages and disadvantages of appointing an in-house PRO?
· The reasons why a number of companies employ a consultant and an in-house PRO?
· The role and function of a PRO
· What makes a successful Public Relations Officer?
· The characteristics of the best PRO’s
· The PRO’s job brief
· The two distinct cost elements of public relations
· How the level of operating expenses is unlikely to vary between a consultancy and an in-house department?
· How to decide on your PR budget?
· How to set up an internal system to keep track of your consultancy and see that you get what you pay for?
· How to deal with the media? The golden rules
· The reasons why media questions should be handled professionally and competently?
· Why you should ensure that all media calls are returned as quickly as possible?
· Why you should never tell the media anything off record?
· What a ‘news’ story must be?
· How to determine the audience you wish to interest? And whether your ‘news’ item is right for that audience?
· The subjects that might be of interest to the media?
· Why careful targeting of the media is required in the PR business?
· Why PR practitioners should do their research before contacting journalists?
· Things you should never do in the name of PR
COURSE DURATION:
The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.
COURSE REQUIREMENTS:
You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.
COURSE DELIVERY:
Purchase and download course content.
ASSESSMENT:
A simple 10-question true or false quiz with Unlimited Submission Attempts.
CERTIFICATION:
Upon course completion, you will receive a customised digital “Certificate of Completion”.