Length	6 Modules - immediate download available (when paying online)
Price	EUR 440.00 / GBP 350.00 (+VAT @ 17.50)% Members of our Training Partnership scheme pay EUR 375.00 / GBP 300.00 (+VAT @ 17.50%)
Book	Book now online or learn about other ways of booking

Course overview

Why choose ‘Successful Public Relations’ ?

PR has moved from a fringe activity to centre stage, the driver on which growth and reputation depend. In a world in which global communication is instant, PR is critical to the success and – in times of crisis – the survival of organisations and individuals. Professionalism is everything. You don’t get a second chance to put it right.

Falconbury’s PR course offers you the experience and guidance, tips and techniques of three highly successful professionals. It has been specifically designed to offer a step-by-step guide to the essential knowledge and skills needed to design, plan and implement successful PR campaigns. If you are new to PR, working in the role of a PR assistant or a marketing assistant or executive wanting to develop your understanding of effective PR, then this course is for you.

When you have completed the 6-module programme you will have a proper grasp of the all the key functions that are crucial to success.

Who should enrol?

• PR assistants and executives who wish to become top professionals
• Marketing staff in private, public and not for profit organisations who want to become proficient in PR
• Managers of SMEs or those running their own business who need PR but don’t want to employ outside consultants

This distance learning course will:

• Provide a step-by-step guide on how to design, plan and implement a successful PR campaign
• Show you how to get more column inches and airtime – media, timing and pitch
• Teach you the different needs of consumer PR, B2B PR, internal communications and public affairs
• Empower you with the confidence, skills and techniques to successfully manage a crisis
• Enhance your skills and techniques for planning and creating press releases, sales letters and direct mail campaigns

Course modules

MODULE 1 – THE ROLE OF THE PR FUNCTION

• Qualities and skills
• Codes of conduct
• Planning and evaluation
• PR and the marketing mix
• Sponsorship
• Product placement
• Tactics and techniques
• Research
• e-communications
• Design and corporate identity

MODULE 2 – MEDIA RELATIONS AND PUBLIC AFFAIRS

• Getting to grips with media relations
• What is news?
• Building relationships with journalists
• Press conferences
• Setting up a press office
• Managing PR
• Budgeting
• In-house consultancy
• What do PR consultancies offer?
• Public affairs planning
• Political targets and ways to reach them
• Preparing feature articles

MODULE 3 – SPECIAL PR FUNCTIONS

• Business-to-business
• Consumer
• Corporate
• Financial
• Healthcare
• Internal communications
• IT
• Event management
• International PR
• Agency and inter-agency relations
• Language and cultural differences
• International media
• Contracts
• Getting started

MODULE 4 – UNDERSTANDING PROMOTION AND MARKETING

• Researching and choosing appropriate media
• Evaluating the pros and cons of different media
• Direct mail planning
• Sales letters
• Advertising and choosing the right media
• Making your advertising effective
• Point of sale materials
• Choosing and using a graphic designer

MODULE 5 – PR AND THE SMALL BUSINESS

• PR activity
• Resources and administration
• Developing media contacts
• Crisis PR
• How to choose and use a PR agency
• Personal selling skills

MODULE 6 – PR AND CRISIS MANAGEMENT

• Defining a crisis management strategy
• Command and control
• Leadership and procedures
• Crisis support staff
• Documentation
• Communications
• Fallback arrangements
• Communications cascades
• Organising the media interface
• Reputational damage
• Sources of information
• Media training
• The right messages
• Action teams/plans
• Maintaining the crisis management infrastructure
• The crisis management manual
• Information, training and testing

Course contributors

Caroline Black runs her own consultancy and is also an experienced trainer, mentor and speaker. Her specialist areas include corporate, consumer, business-to-business issues and crisis management communications. She has worked for a wide range of clients and brands, including Sainsbury’s, Investors in People UK, Mobil, Mars, Pedigree Petfoods, Ufi Ltd, British Gas, Smith & Nephew, the European Union, and the National Society for Epilepsy.

Jim Dunn founded his own PR consultancy in 1969 and over 25 years built TPS into one of the most successful travel, leisure and general consumer PR companies in the UK, before selling it to the Shandwick Group.

Paul batchelor is a Fellow of the Association of Chartered Certified Accountants. He has twenty years’ experience in senior roles in the UK retail financial services sector, recently specialising in internal audit, compliance, special investigations and risk management. Over a five-year period, he was responsible for creating, maintaining and testing the business resumption planning capabilities of a leading UK financial services group.

You might also be interested in...

Delegates who attended this course also went on the following courses:

Client portfolio

Our client portfolio for this course includes the following companies:

ATOC	Eve Group Ltd	Richemont International Ltd
Andor Technology	Fred Olsen Cruise Lines Ltd	Royal Ulster Agricultural Society
BATELCO Training Centre	Friends Provident	Rullion Computer Personnel Ltd
Barnsley Metropolitan Borough Council	Humberside Fire & Rescue Service	Scottish Natural Heritage
Boots the Chemist	Kester Cunningham John	South West Water Ltd
Braunstone Community Association (BCA)	Knowledge MGI	Steelite International Plc
CBS Butler	Lend Lease Europe Asset Management	Steer Davies Gleave
Cameroon Civil Aviation Authority	Lighterlife Ltd	VT Defence
Carrick District Council	LondonWaste Ecopark	Visit Peak District & Derbyshire
Clydesdale Bank	Masterfoods	Yale UK
Dynamo Marketing Communications	Mendip District Council
Eurobath International Ltd	Mission Aviation Fellowship

More information

The following documents are available for this course:

• Sample module [135kb]

Academy of Distance Learning in Business

ADLiB

Falconbury’s distance learning programmes have been certified by the Academy of Distance Learning (ADLiB). ADLiB supplies an unbiased authentication of, and quality assurance for, distance learning programme providers.

Upon course completion, distance learning participants are invited to undertake a final external assessment in the form of an online multiple-choice paper.

Participants are required to achieve a pass rate of 80% and above to ensure that a high level of competence has been achieved within the subject area and to receive the advanced ‘Certificate of Excellence’. The final external assessment can be taken up to three times, thereafter the ‘General Certificate of Course Completion’ will be issued.

NB: The final external assessment is an optional appraisal and those participants not wishing to undertake it will automatically receive the ‘General Certificate of Completion’ for their personal development/training profile.

Find out more about ADLIB here.

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