Learning Objective:
If you are new to the field of Public Relations or in a PR department of a company and would like to better understand the importance and role of the PR profession, to learn the basic concepts of PR or even to improve PR techniques needed by any PR professional, please contact us so that we can schedule the time and define training requirements for your particular training module.
Some of the questions you will get the answers to are the following:
Arguments FOR Public Relations
Importance of Reputation
Benefits and Limitations of PR
Proactive Communication
If everything is important for the public, then use it to your advantage!
Deficiencies in Communication
Communication “Traps”
PR in relation to the Media
Ethical perspectives
What is PR and why is it important?
Methods for efficient communication
Models of Communicating with the Media?
Questions journalists will ask you to get their answers
Obligations of PR towards the Public
Disputes we have with journalist
What is the primary task of a journalist?
Situation in the media
What is News (and what isn’t)?
Strategic approach to analysis and distribution of information
The right to privacy and confidentiality of information
Freedom of Information Act (FOIA)
Statements for the media
Developing communication methods
How to handle problems with the media?
Guidelines for Good Practice
10 Most Common mistakes in Media Relations
What is press release and how to write it
Crisis Communication
Basic steps in crisis communication
Attack the problem, or an individual, institution or journalists?
Seven deadly Sins
Crisis Communication Plan
Spokesperson selection
Guidelines for statements in crisis situations
Developing messages
Handling Rumors and Lies
Examples from real-life
Creating your newsletter
Writing Communication plan? (group activity) [/list]
…and other related topics from the fields of PR and Communications
*This list represents all the available topics from which the client will tailor make their own module
Manual for people working with the media. Contains foreword and theory. Simple and convenient summary of important topics: Theory and Practice. Instructions on how to: a) Handle the Press and how to respond to journalists in different situations, b) Responses to questions in public shows.
Training for Spokespeople
What does it mean to be the Spokesperson?
Basics every spokesman should know!
Organizing & establishing the Press Office
Developing relations with the media
Preparing information for the Public
What to say when you don’t know what to say?
Using technologies
How to ‘prepare for an interview’?
How to react in Crisis situations?
How to act and what to say at the Press Conference?
Elements of Special Events organization (Event Management)
6Ws [/list]
Media Relations
Learn how to talk about Special topics
Establishing and Maintaining contacts
What media and journalists to send your press release to?
Deadlines for sending press releases
Writing reports for the media
Organizing the Press Conference
What to do with the media at the Press Conference?
Materials you will need to prepare for the PC
Logistics behind the PC
Answering potentially controversial questions
Preparing and foreseeing questions
Nonverbally behavior on TV interview, news show or other formal debating talk shows
What clothes to wear on TV-advice for women and men [/list]
Optional: Simulation of a real interview, with the real journalist and real cameraman. Group follow up and discussion.
Who is this Training for:
People who work or want to work in the field of PR
People in transition from field of journalism to field PR
Companies and organizations who want to create their own PR department
Managers who need to understand the role of PR in their own organization in order to know how to use all the possibilities PR offers
Politicians who will learn the importance and role of PR, and because of which will be more effective in their public appearances
Politicians who will learn how to identify and use PR opportunities
Activists who will learn how to PRomote “their thing”
NGOs that because of the lack of funds can not hire their own PR professional
State authorities anticipating establishment of own PR Department
Companies and organizations that have employed “someone” to do their PR “just because it is a CEO’s kin”, or” that pretty young girl looking good on TV”, but is in reality not quite sure how to do it. This is a perfect opportunity to have people like this learn PR skills and justify their monthly salaries. [/list]
Duration:
This training can last from 2 to 7 days (4hrs per day), depending on how you tailor make your module. Standard PR and Media training lasts 2 days and it covers the basics.
Working on weekends is also an option.