Specialised PR skills

Public relations strategies, skills, case studies and best practice in the specialist field of environmental communications.

PR professionals are often required to think and act like journalists, for instance when gathering information for internal communications programmes or drafting press releases and media responses. Through this course, delegates understand how to approach a topic like a journalist, learning the art of interviewing to gather the information, quotes and colour they need to create interesting and engaging internal and external public relations materials.

The importance of developing memorable, relevant, clear, concise and consistent communications messages cannot be over-emphasised. Delegates will learn how to approach this critical part of the planning process from a strategic specialist, including: how to identify and develop messages that reflect the objectives of the organisation, the role of key and supporting messages and proof points, the importance of tailoring messages for different applications and situations to ensure resonance with different stakeholders, and advice on successful deployment of messages through a range of communications tactics.

The virtual press office has become one of the most effective ways of establishing and maintaining a profile with journalists in the online age. Through this training delegates will learn how best to approach this important subject and apply the learning to their own organisation, from the best tools to use – such as press releases, images, spokespeople biographies, expert viewpoints and more – through to the key role an online press office can play in establishing authority and respect among journalists.

Thorough and effective insight and research into the media that matter most to your particular organisation is a critical part of the PR process, but is so often an after-thought or even totally neglected. Delegates will learn from a seasoned PR professional who will demonstrate the importance of media analysis through case studies and personal experience, explaining the best ways of approaching the subject, as well as demonstrating how smart analysis can markedly improve PR results.

A practical, hands-on guide to managing the media at large events such as major conferences and summits. This training represents an essential guide to the whole process, from initial planning and preparation to co-ordinating large numbers of journalists, all with differing needs and deadlines.

Often networking is taken for granted as a universal skill yet this is not the case for most people. This course cultivates a systematic approach to relationship building through personal skills and understanding of the importance of establishing and cultivating networks. Topics include principles of effective networking, tips on smart networking, resources and forums for networking, and the networking of existing contacts. Training consists of incisive briefings from experienced and effective networkers, case learning, structured discussions, role plays and practical workshops to build practical skills.

Planning and managing successful press conferences requires a specific set of skills, as well as a highly organised approach. This training covers all areas that a press conference organiser needs to consider, from invitations, liaison, materials, room layout, facilities and budget through to key message development, spokesperson selection and briefing -- and managing the event itself.

This high-level course is designed to demonstrate the role of communications strategies and tactics in responding to negative campaigns undertaken by special interest and pressure groups against particular organisations or industries, which can otherwise have a damaging impact in critical areas, from corporate reputation to consumer confidence.

Insight and understanding into the practicalities of planning and delivering successful PR campaigns at regional level.

Strategic communication plays a key role in the establishment and maintenance of strong, consistent and well respected brands. Through interactive workshops, role play and expert coaching, delegates learn how to apply the principles to their own organisation, while also considering the importance of anticipating and managing reputational threats.

This course is a comprehensive overview of the principles and practicalities of running an effective press office that will operate as an efficient machine to represent the media interests of your organisation. Topics include press office organisation, roles and responsibilities, tools and tactics, resources, online press office management, media relations, news dynamics and organisational planning. Training consists of incisive briefings from experienced PR professionals, case studies, role plays and workshops to build practical skills.

This is intensive training to provide real insight into the themes, principles and concepts that drive journalists’ news judgements. An experienced journalist trainer will provide the inside track on the media, revealing how journalists think, how different media are organised and operate, how news stories evolve and the ways in which PR professionals can influence journalists and shape the news agenda.

Many organisations today are designing and deploying smart and imaginative public relations programmes that take full advantage of the prevailing news agenda to raise their own profile and demonstrate the expertise of their spokespeople. This course will reveal how to identify and predict the forthcoming news agenda, how to leverage existing news stories for your own benefit, how to draft and sell-in newsworthy viewpoints that generate coverage quickly, and how to extend the lifetime of a story through placed articles, roundtable debates and seminars.