Mini Masters in Planning and Managing PR Campaigns

Introduction:

Essential factors in the success of an organization’s strategic change, as well as shaping positive public perceptions and managing relationships with major stakeholders, depend on continuous public relations campaigns. This Planning and Managing PR Campaigns course introduces you to the fundamentals of PR management and emphasizes the importance of effective PR planning. Properly planned and executed campaigns offer a cost-effective way of shifting mindsets and enhancing organizational stakeholder value.

PR campaign design in this program is problem-driven. You will learn how to ensure that your campaigns are closely linked with key corporate priorities and specific project requirements, so that campaign strategies reinforce your key messages and meet organizational goals.

This course will equip participants with the skills to design, plan, budget, execute, and evaluate public relations (PR) campaigns through multi-media channels, laying a strong foundation for aspiring PR managers.

Objectives:

Participants in the Planning and Managing PR Campaigns course will be able to:

• Develop deeper knowledge of Public Relations Management solutions by analyzing various types of PR campaigns.
• Apply critical thinking skills in PR planning by ensuring that campaign strategies align with business objectives.
• Recognize the importance of setting goals for targeted behaviors from different audiences within a given timeframe and develop measurement tools for evaluation.
• Explore diverse ways successful campaigns have utilized various media outlets or channels.
• Identify potential risks during a campaign due to increased public and media attention and suggest methods to mitigate these risks.
• Understand how to evaluate PR campaigns so they can be measured against business values and improved using practical tools learned in the PR management course.
• Select the most relevant strategic tools for effective PR management.
• Develop personal action plans, including strategies for pitching ideas effectively to top-level management.
• Ensure that results are visible throughout the organization when conducting post-campaign evaluations.
• Receive personal coaching and mentorship from experienced professionals.

Training Methodology:

• Interactive workshops
• Case study analysis
• Group discussions
• Role-playing exercises
• Media simulation sessions
• Strategic planning activities
• Peer review sessions
• Expert-led seminars
• Ongoing support for further learning opportunities

Course Outline:

Unit 1: Effective PR Campaigns

• In-depth insights into PR management – perspectives from top decision-makers
• The concept of the global information village
• Calculating the monetary value of reputation through effective PR
• The uses and risks associated with PR campaigns
• Case studies showcasing good versus poor practices
• Addressing real-time business challenges

Unit 2: Problem-Solving Approach to Campaigns

• Brand, identity, and image synergy as the foundation of reputation
• Reputation assessment through gap analysis in public relations management
• Historical perspective on PR and its roots in social sciences
• Strategies in business problem identification and the role of planning in public relations
• Selection of appropriate problem-solving techniques
• Deep-level problem analysis using desk research, stakeholder scrutiny, PEST, and SWOT analysis
• Setting measurable objectives for campaigns
• Conducting force field analysis for risk identification

Unit 3: Planning and Costing Campaigns

• Recognize the phases of a campaign and key decision-making points
• Establish an effective schedule using critical path analysis
• Financial planning and budgetary considerations
• Risk prediction and development of remedial measures
• Identifying key participants in a campaign and their roles in its success
• Integrating various campaign components across different stakeholder groups

Unit 4: Channels, Delivery, and Evaluation

• Transitioning from strategic ideals to tactical actions
• Conducting environmental scanning
• Creating a media relations scheme
• Managing crisis media relations
• Understanding the importance of evaluation in managing PR strategy
• Application of research tools and methodologies
• Evaluating the effectiveness of channels and the strategic use of media
• Utilizing social networks and tools
• Employing influencer strategies for greater impact

Unit 5: Effective Delivery in Your Organization

• Adopting a risk-management framework
• Managing unforeseen events and contingencies
• Earning support by pitching innovative ideas internally
• Presenting a compelling case to senior management
• Interpreting body language and other subtle cues
• Aligning campaign activities with company reporting
• Ensuring that results are visible and appropriately rewarded
• Preparing a personal action plan