Introduction to PR
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This course aims to provide an introduction to everyday PR activities, covering a broad range of areas allowing new recruits, executives and those moving over from an administrative role to gain an understanding in the world of PR.
How attendees will benefit
Attendees will be able to:
Define PR and define where it fits in the marketing mix and what it can contribute to reputation
Structure a basic PR campaign, including targeting and evaluation
Identify the core range of PR tactics
Structure a news story and employ the key steps in calling a journalist
Who should attend
This course is aimed at junior level staff and is suitable for newly recruited graduates or for those moving on from an administrative role into a PR role.
What attendees will learn:
What is PR, where does it fit in the marketing mix and how does it contribute to ‘reputation'?
The structure of the PR industry and its different styles and specialisms
What are the key elements of a PR campaign?
The importance of targeting and evaluation
What are the tactics available to PR practitioners?
What are the key elements of a great press release?
How to call a journalist - some top tips
Attendees will receive a course workbook at the start of the course containing all the key learning and exercises. This is completed during the course and then taken away by the attendee for future reference.
About the trainer
Trevor Morris is Visiting Professor in Public Relations at the University of Westminster and an author, business consultant and mentor. He was formerly the CEO of Chime Public Relations, the UK's largest PR group.
In over a quarter of a century in the PR industry he has successfully built and sold a major PR consultancy with margins of over 30%, been the CEO of the UK's largest PR group, worked for numerous major companies and organisations and written and lectured extensively.
He is the co-author of three books: ‘PR- a Persuasive Industry? Spin, Public Relations and the Shaping of the Modern Media', ‘Public Relations for Asia' and ‘Public Relations for New Europe' all published by Palgrave Macmillan.
Trevor's training is based on a mixture of short presentations, exercises, workshops and discussion. He does not generally use PowerPoint, preferring to encourage two way interaction and note taking by using pre-prepared workbooks.