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Introduction and Fundamentals of
Public Relation Workshop - Code no: M -
6 Schedule
Workshop Objectives:
This workshop is designed to help staff members at any level who are about to become involved with public relations. It provides participants with an overview of the public relations function and the environment in which the industry operates. Participants will learn to apply the fundamental principles of public relations in their own organizations, create and assess a public relations plan, have a better understanding of the media and the processes involved in dealing with them, and manage the different aspects of a public relations program/campaign.
Workshop Contents:
What is public relations?
- Definitions
- Parameters
- Factors affecting the role and scope
- Public relations, propaganda, advertising and marketing: a comparison
The public relation process
- Research
- Opportunity/problem
- Audience
Setting objectives
- Information objectives
- Attitudinal objectives
- Behavioral objectives
- Output objectives
Programming
- Defining the theme and the message
- Media selection
- Effective communication
- Feedback and two-way communication
Evaluation
- Ongoing monitoring and final assessment of impact and output
objectives
- Media relations working with the media
- Building recognition with the media
- Providing newsworthy information to generate coverage
- New releases
- Crisis management - Preparing a crisis plan
- Public relation and ethics
Language and Handouts:
English language
Duration:
15 hours
Who should attend:
Staff members at any level involved with public relations
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