Course Details

Course overview

Public relations efforts are aimed at presenting a company or a non-commercial entity to the general public and have a crucial impact on its image and positioning. Modern methods, tools and channels have greatly increased ability to reach a wide-ranging audience. PR is truly universal and is advantageous for both large and small businesses. Skills in this area are in high demand for the valuable expertise they provide, thus it has become vital to learn Media and PR essentials even for non-marketing professionals

This Atton Institute course presents the key aspects of public relations along with the strategies that allow participants to increase their efficiency for you and your team. This course is focused on developing crucial skills and competencies in order to act effectively in today’s organisational environment. Competent public relations and media campaigns drive strategic organisational changes, build public opinion and improve the company’s reputation. Well-planned and executed campaigns serve as cost-effective marketing channels and are a valuable method of increasing the entire value and standing of an organisation.

Besides the fundamental skills mentioned above, course attendees study:

• Vital online and offline PR and Media channels for various companies
• How to stand out from the competition with PR and Customer Experience
• How to apply the best praxis for implementing changes that work
• Best measurements to analyze results and make improvements
• Role of technology in the changing landscape of PR and Media

Course content

DAY ONE

• The role of a Product PR Executive from the perspective of the Customer’s Interests
• PR is not for large corporations only – making use of it for various Business Types
• Value of PR and Media for Product & Service promotion and sales
• Global Trends in Public Relations and how to adjust the company’s Marketing Strategy
• The central Objectives of Product PR and Media Relations for professionals
• Creating product Image & Identity as the Point of Differentiation

DAY TWO

• Online and offline PR and Media Channels to Deliver Your Brand Promise
• Omnichannel strategy – qualified proportional mix method
• Roles of your Team Members as Communicators between Company and Clients
• Overcoming communication challenges – top tips from experts
• Customer Service, Consumers Interests & Public Relations in focus
• Best examples and results of Building Brands with Consumer Awareness

DAY THREE

• Product PR and Media – drafting an Action Plan and aligning with existing praxis
• Step-by-step guide on applying your Action Plan with a Systematic Approach
• How to measure Product PR & Media Campaign Success and progress to the next stage
• Role of Technology and Changing Client Expectations in Product PR
• A brief look into the foreseeable Future of the development of PR and Media
• Summary and compiling checklists and an executive action plan

What will you gain

Upon completion of this course, participants are able to:

• Maximize company’s media strength and use accessible media advantages
• Understand when and how to use PR strategies to manage reputation
• Implement effective online PR options and manage digital media
• Acquire and master essential Media and PR skills via highly practical methodologies
• Guarantee that key PR and Media messages are communicated effectively
• Promote products or services without being too promotional
• Target digital and print media and win their support for positive exposure
• Possess key PR skills in all types of communication and editorial techniques
• Prepare, present and deliver effective presentations and data to the public
• Increase your results in PR and Media by implementing the latest technologies
• Build strategic PR campaigns with attention to the latest applicable praxis