An Introduction to Public Relations (PR)

Overview (2-day Workshop)

This two-day course offers an intensive introduction to PR in all its forms. The introduction to PR course looks at the principles and practice of public relations in the modern media environment using a mixture of presentation, seminars and practicals. It looks at how social media and online campaigns is now an essential part of the PR mix.

This course is for anyone who wants to get up to speed quickly on the fundamentals of public relations. Suitable for those involved in PR full time or for other executives who want a better understanding of how PR works.

Why trust us?

We understand what makes a media success. As the national news agency for the UK and Ireland, our client list includes every national news provider across TV and radio, as well as every national newspaper.

PA Training is Europe’s leading company for journalism, multimedia and public relations with courses delivered by thought leaders at the forefront of innovation.

Course Outline

What is PR? Definitions and examples of how PR works and why it sometimes fails

How we define PR and why it’s important to understand the principles
Different types of PR: from event management and public affairs to experiential and social media
Differences between PR, marketing and advertising, and how digital and social media campaigns are blurring the lines between them

Tools and channels – different ways of delivering effective public relations

What tools are available?
What are the pros and cons of each PR tool?
Best practice in deploying different tools & techniques

PR planning, how to develop a campaign

Identifying the audience and finding routes to reach them
Three-stage strategic planning & four-stage PR planning
How research and analysis relates to evaluation

How to measure the value of your PR

Why evaluation is the Achilles heel of the PR industry and how social and digital are becoming essential elements of measurement
Different types of traditional evaluation, ACE, AVE, OTS, media and audience analysis tone, message, sentiment and impact
Advanced evaluation – intermediary and target audience effects

Press Releases, the good, bad and the ugly

Understanding the role of the press release in media relations
Assessing value and impact of a press release
Why some press releases work and some don’t

Media relations in action

Understanding media and what journalists are looking for
Using national media for PR – the how and why
Tricks of the trade, surveys, expertise, thought-leadership

How to deal with the press and what makes news?

What journalists are looking for from PR practitioners
How to build media lists and target journalists
Building a deeper understanding of your target media

Tips for interviews and crisis management

Do’s and don’ts of press interviews
What journalists want from PRs
How to deal with bad news and the basics of crisis management

An Introduction to Public Relations (PR)

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