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Public Relations - 5-Day Diploma
Gain a holistic understanding of public relations and develop your strategic approach to reputational management with this intensive and practical diploma from the London School of Public Relations.
The course will cover all the key concepts of managing and developing organisational reputation and communications, along with a wider examination of how PR is evolving into a more business-led approach. Participants will learn how to align brand communications with business strategy - and how to communicate strategically with a range of stakeholders.
On completion of the course participants will feel empowered to pursue and develop successful PR careers, supported by a CPD-approved diploma.
Course Delivery and Format
The course is delivered by practicing PR professionals: experts in their specialist fields. The practical focus of the programme is designed to help participants effectively explore, discuss and apply new ideas to their own PR approaches. Relevant case studies and exercises will be used throughout.
Ahead of the course, participants will complete a TNA form to enable the tutors to understand individual training requirements and career aspirations.
The classes are small in number, so that participants can benefit from a consultative learning approach.
Outcome / Qualification etc.
On successful completion of the assessments below participants will be awarded a CPD-Approved LSPR Professional Development Diploma in PR & Reputation Management.
The Diploma is awarded as a Pass, Merit or Distinction.
The final award will be based on the following three assessments:
- Critical Thinking Exercises — completed during the training — 20%
- Online Analysis — completed during the training — 20%
- Final Project — The assessment is based on a practical 3,000 word project submitted four weeks after completing the training. The guidelines and outline of the structure will be provided on the first day of the course – 60%
Training Course Content
The intensive five-day course includes the following modules:
Introduction to PR & Reputation Management
Essentials of PR
- Overview of the PR industry, key roles and changes
- Overview of terminology and interrelationship between corporate communications, corporate identity/image, brand communications and corporate reputation
- Emerging trends that are shaping online communications
- The shift towards value communication and corporate responsibility
- Concept of brand unification and the importance of brand equity
- The relationship between PR and reputation management
- Introducing the importance of reputation management
- Fundamentals of reputation management and importance of a "good reputation"
- Overview of a reputation management framework
- Link with shareholder return
- Why reputation management is complex and requires strong teams and effective leadership
- Effective methods of expressing corporate values and messages
- Online reputation management, visibility and SEO
- Monitoring and handling negative online comments
- Reputation audits and evaluation
Branding and Corporate Identity
- The importance of the brand concept
- How to develop a brand from a product
- The components of corporate identity (tangibles and intangibles)
- Brand architecture: corporate; endorsed, product-line
- Brand image development and reputation to form corporate identity
- Logos, slogans and names in brand identity
- Importance of colour and design thinking
- What makes a brand successful?
- The importance and nature of brand equity
- Brand management and brand strategies
- The importance of creating brand experience and narratives
- Role of archetypes and narratives
- The link between identity, positioning and image
- The critical importance of positioning and perceptions
- Brand IP protection and online reputation management
- The importance of strong identity in the brand’s success
Risk, Issues Analysis and Crisis Management
Risk & Issues Analysis
- The importance of risk analysis and management for corporate reputation
- The key concepts involved in risk management
- Risk assessment: hazard, control and opportunity risks
- Risk control: planning, mitigation and monitoring
- Risk architecture, strategy and protocols
- Strategic issue management: scanning identification; monitoring; analysis; options;
- implementation and evaluation
- Issues analysis and stakeholders
- Strategic responses and engagement
- Corporate governance and regulatory issues
- Different types of crises and their characteristics
- Key stages of a crisis
- The role of the Crisis Management Team
- Pre-crisis planning: link with risk and issue analysis
- Acute phase: strategic response, stakeholders and message delivery
- Role and impact of social media during a crisis
- Resolution and recovery phase
- Dealing with ill-structured situations and ambiguity during a crisis
- Common mistakes when handling a crisis
- Resilience and vulnerability determination
Corporate Social Responsibility & Sustainability
- CSR in business, society and reputation management
- Key concepts and terminology: CSR; sustainability; corporate social responsiveness; corporate citizenship
- Arguments for and against
- The importance of green marketing
- CSR: market place, environment and society
- Role of NGOs and micro-constituents: bloggers and opinion formers
- Stakeholder management and corporate sustainability
- Business support for CSR – CSR as a strategic business tool
Media Relations, Social Media, Stakeholder Engagement, Message Delivery, and Strategic Communication Plans
- What makes a good news or PR story?
- What makes a good press release?
- Why material gets rejected or simply ignored
- How to engage with the media?
- How journalists research their stories: role of blogs, Wikis, Twitter etc.
- Overview of the portfolio of technology platforms available and their interdependence: apps, Twitter, YouTube, Facebook and Instagram
- Importance of media strategies for reputation control
- The declining influence of traditional media
- Techniques of media: traditional vs. social media
- Social media as news: role of bloggers and other critical influencers
- Tools used in online reputation management
- Difficult issues: advertising, attention, open source innovation; social media
- Issues relating to channel proliferation and complexity
- Evaluation of key models: case studies
Engaging with Stakeholders & Message Delivery
- Identifying audiences and key stakeholders
- Stakeholder management and analysis: identification, mapping, and analysis
- Engaging with stakeholders
- Developing credible messages
- Message framing and delivery
- Reframing messages and keeping news away from outlets
- Handling activists
- NGOs and engagement
Strategic Communication Plans
- Corporate communications and media: are firms becoming their own news agencies?
- Creating effective communication plans
- The basics of strategic thinking: strategic analysis, choice and implementation and evaluation
- Strategic intent: role of vision and mission statements
- Internal and external analysis
- Tactics and actions: examples of effective communication techniques
- Evaluation of strategic plans
- Strategic development in reputation management – issues and risk
- Online reputation management strategies: listening and engaging
The cost of this course is £1,800 per participant.
The London School of Public Relations can also deliver this course as in-house training for your company, tailored to meet specific business needs or areas of interest. Contact the school for more information.
London School of Public Relations - Advance Your PR Career
Since 1992 the London School of Public Relations (LSPR) has been training aspiring and existing PR professionals to help them progress their careers in public relations and related roles. The school offers a range of practical, intensive, tailored and engaging training...