Public Relations Strategies

Public relations (PR) is best described as efforts made to get people to think and talk about your business the way you want them to. PR strategy is a very important part of an organisation’s marketing plan. It is a good way to gain publicity without advertising.

Good PR has many advantages—it helps deal with problems effectively; it can attract and impress customers, potential employees, suppliers, distributors, possible business partners, etc. and promote an organisation’s online presence.

Both online and offline PR aims to get the message across to the target group. While an offline release is created and designed to send out a message, create buzz and garner interests, an online PR story delivers targeted web traffic, helps gain high search engine rankings and assists in building powerful backlinks. Corporate communication is the backbone of PR.

COURSE OBJECTIVES

The main objective of this Public Relations Strategy and Tactics course is to empower professionals with:

• in-depth understanding and knowledge of PR and the importance of effective PR strategies
• the required confidence and experience to play a key role in executing initiatives and activities as per the PR plan of the organisation
• the required skill, knowledge and perspective to partake in or independently devise an effective PR strategy for the organisation and successfully implement plans and projects as per this strategy
• the adequate skill, capability and confidence to pursue their career in PR, thus increasing the scope for lateral growth and progression
• the required awareness to choose the best-suited Public Relations method for the organisation to gain maximum benefit out of these
• the required knowledge, experience and skill to contribute to increased investments and business for the organisation
• a sense of pride in playing an important part in increasing and establishing the credibility of the organization

COURSE OUTLINE

Different Types of PR

• Media relations
• Community relations
• Corporate and social responsibility
• Public affairs
• Crisis management
• Social media/advertorials/newsletters
• Employee relations
• Integrated marketing and communication

Benefits of Good PR

• New, impressed investors
• New clients, increased business
• High-end talent and workforce
• Increased credibility
• Improved search engine optimisation

Components of a Successful PR Strategy

• Corporate communications
• Media relations
• Community relations
• Crisis management
• Event management

Some Successful PR Strategies

• Media relations
• Collaboration with influencers
• Market awareness and knowledge
• Use of technology
• Web monitoring
• Social awareness

Important Steps for a Successful Media Relation Plan

• Set strategic goals
• Find news and share it
• Develop a media kit
• Keep channels open

Important Steps for an Effective Corporate Communications Strategy

• Analyse the internal environment
• Analyse the external environment
• Identify key issues
• Create an issues and stakeholder report
• Check priorities and trade-offs
• Finalise the strategy