Mastering Public Relations and Communications Practice

Ref	PR 590
Dates	8 - 12 November 2010
Venue	Kuala Lumpur
Fees	US$ 4450
CPE Credits	30

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INTRODUCTION

Communications and PR are at the heart of business performance. Modern methods, tools and channels have greatly increased its power. This lively and challenging programme is focused on developing skills and competence to practice effectively in today’s organisational environment. In this programme 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 programmes

WHO SHOULD ATTEND?

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

PROGRAMME OBJECTIVES

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

TRAINING METHODOLOGY

The programme 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.

PROGRAMME SUMMARY

The programme is a thorough and up-to-date introduction to the professional practice of public relations and communications in the 21st century organisation. 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, practised and illustrated with a wide range of recent case-studies. The programme includes personal action planning to ensure that the learning can be successfully transferred to your own work.

PROGRAMME OUTLINE

DAY 1 - The 21st Century Communicator

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

DAY 2 - From theory to successful practise

Communications models: implications for practise
Psychological themes and construction in practise
The art of influence and persuasion
Ethics and communications
Organisational 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
Organising events and exhibitions

DAY 4 - eManagement 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

To Register on this seminar, please click here