silverFox PR and Communications training Link to silverFox training index page


Who this course is for:

Communications managers, PR managers, marcoms managers and all those taking on responsibility for the wider communications function.


2 days

The content:

Successful communications is increasingly central to the management of an organisationís reputation in all its forms. Commercial performance, corporate values and good governance are all critical to the more holistic perception of a company now demanded by the market, whether investors and customers or media and employees. As a result, todayís head of communications has to operate at Board level as well as on the ground. This two-day course helps pave the way for that transition. Including the latest marketing and PR theory and developments, it draws on existing best practice, uses real life case studies and suggests thought provoking ideas and solutions that can be immediately applied by delegates in their own situations. Above all, it gives a full picture of the issues and disciplines that senior level corporate communications has to cover.

Day One

Communications strategy & planning

  • Setting measurable objectives
  • Alignment with the business plan, vision & values
  • Establishing a strategic framework
  • Achieving internal and external buy-in
Reaching Your Target Audiences
  • Stakeholder mapping
  • Developing key messages
  • The right medium for the message
The Right Marketing Mix
  • Channel selection
  • PR, advertising, direct marketing and more
  • Budgeting & evaluation
From strategy to tactics
  • Campaigns & themes
  • Tactical roll-out, timeline & budgeting
  • Gap analysis & resourcing
  • Articulating and delivering a programme
Day two

PR Power!
  • How to choose it and use it
  • Whatís in the PR toolkit
  • Effective media relations
  • Measuring success
Talking to the specialists
  • Investors & the financial community
  • Public affairs, lobbying and influencing
  • Working the web
Managing Through A Crisis
  • Contingency planning
  • Preparing the crisis manual: process & procedure
  • The chain of command
  • Saying the right thing at the right time
Click here to see course outline (Word Document)

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The Caterpillar Factory
by Vyvyan Kinross

Kick start your career in the PR business. An insider's account of the skills and processes needed to build a successful career in PR, covering applied social psychology, techniques to launch new products, a structure for winning proposals and rules on writing style. This book is a must-read for all PR students.
Available in February for just £10.99
PR Training ... Comms ... News Releases ... Feature Writing ... Media Relations ... Coaching ... Mentoring ... PRCA accredited ... CSR
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