Public Relations Campaigns: From Planning to Execution

Public Relations Campaigns: From Planning to Execution

Methodology:

• Interactive training using various methods and tools to enable efficient participant interaction in diverse environments.
• Divided into four educational foundations: theoretical concepts (lectures and presentations), role-playing (group exercises), sharing experiences (group discussions), and addressing real problems and issues.

Course Objectives:

Participants will be able to:

• Define concepts related to public relations and differentiate between public relations practices and advertising.
• Develop and implement a public relations plan.
• Identify the contributions of public relations campaigns to strategic management.
• Manage crises using public relations channels.
• Highlight the importance of corporate image.
• Measure the effectiveness of public relations.

Target Audience:

This training course targets public relations department employees and all professionals responsible for enhancing the positive image of their institutions.

Program Content:

1. Overview of public relations concepts.
2. Public Relations: Definitions and concepts.
3. Stakeholders in public relations.
4. Key elements of public relations.
5. Main differences between public relations and advertising.

Developing and Implementing a Public Relations Plan:

• Definition and needs of a public relations plan.
• Characteristics of a public relations plan.
• Environmental analysis: “SWOT” (Strengths, Weaknesses, Opportunities, Threats).
• Target audience.
• Objectives.
• Core messages: simple and descriptive.
• Strategy (approach and methodologies to achieve objectives).
• Developing plans (deadlines and costs).
• Timeline and responsibilities.

Contributions of Public Relations Campaigns to Strategic Management:

• Public relations and strategic management.
• Following a strategic approach.
• What public relations can achieve.
• Environmental scanning.
• Internal and external environments.
• Administrative issues.

Using Public Relations Channels in Disaster Management:

• Definition and identification of disasters.
• Reminders when disasters occur.
• Stages of a disaster.
• Disclosure principle.
• Two-way communication principle.
• Relationship principle.
• Accountability principle.

Importance of Corporate Image:

• Public opinion (attitudes, opinions, and actions).
• Shaping a corporate image.
• Variables of corporate image management.
• Reputation and corporate image management.
• From identity to reputation.
• Relationship management.
• Measuring the effectiveness of public relations.

Evaluation:

• Purpose of evaluation (outputs and outcomes).
• Evaluation process and objectives.
• Comparing objectives with results.
• Metrics (production, exposure).
• Limitations of traditional measurement methods.
• Measurement techniques.