"If I was down to the last dollar of my marketing budget I'd spend it on PR!" – Bill Gates

Introduction;

"Good reputation hinges not only on a company’s ability to produce a quality product but also on its ability to clearly communicate with every stakeholder at each step of the life of that product." Natasha Spring.

Public Relations plays a very crucial role in all organizations today. It has not only proven to generate just as many long distance customers as advertising but also significantly boosts the impact and effects of other forms of marketing.

This program gives an in-depth analysis of the different roles of Public Relations and the impact it has on the organization. That includes;

• Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

• Counseling management at all levels in the organization with regards to policy decisions, courses of actions, communications, taking into account their public ramifications and the organization’s social responsibilities

• Researching, conducting and evaluating on a continuous basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These include marketing, financial, fund raising, employee, community or government relations and other programs.

• Planning and implementing the organization’s efforts to influence or change the public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities; managing the resources needed to perform all of the above.

Program Content;

Important Elements that set the stage for public relations:

• Transformation in the media Business.
• Declining impact of traditional mass marketing
• Changing media consumption habits
• Access, abundance and speed of information
• Increasing brand loyalty
• Increasing distrust of large corporations
• Increasing levels of accountability
•

The Importance of the communication Mix
Controlled communication
• Advertising
• Direct Marketing
• Web sites
Semi-Controlled Communication
• Publicity
• Event sponsorships
• Word of mouth

Uncontrolled communication
• News Coverage
• News groups
• Competitor Marketing

Public relations research
• How to conduct primary research, secondary research and statistical modeling
• How to carry out effective surveys using suitable formats and sample selections.
• Ensuring survey are more cost effective
• Content analysis and Statistical Modeling

Setting meaningful and measurable objectives
• How to use research to set objectives
• Using News content analysis to set objectives
• Rules for setting good objectives
• How to ensure top management buys-in to PR objectives

Evaluating Public Relations programs
• Benefits of evaluation
• Evaluation research tools
• Media content analysis for enlightened evaluation
• Guidelines for effective evaluation
• Managing the evaluation process

Writing effective press releases
• Mastering the format of a press release
• Choosing a captivating headline
• Effectively communicating the 5 W’s and the H
• Importance of a boilerplate

Using Public relations to generate revenue
• How PR lifts other forms of Marketing
• How PR drives Sales

By the end of this highly engaging program participants will gain extensive knowledge on;

• How to assess the transformation in the media business and how to capitalize on it
• How to generate appropriate, measurable return on your investment in traditional mass marketing
• How to take advantage of the changing media consumption habits of your customers
• How to make the most of opportunities given the increase in access and speed of information in current society.
• Enhancing customer trust in your organization.
• Monitoring and enhancing the reputation of your organization.
• Putting controls in place to ensure marketing initiatives are measurable and can be held accountable.
• How to overcome Public relation challenges both internal and external.

• How to Transform their organization to a New Level on all set KPIs  and Strategic plan by leveraging on effecftive PR skills.

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