We build customised training courses on all kinds of communications topics. Following are examples of customised courses developed for clients in the past. If you have an idea for a customised course that would benefit your organisation, contact us today to discuss how we can help.
Specialised PR skills
Board-level communications
The communications function should be represented at the most senior level of any company or organisation. Learn how to achieve internal buy-in for communications, building the case for its representation at board level and positioning the function, its vision, role and values at the very heart of the organisation.
Communicating complex ideas to the public
Almost every organisation or institution operates in a number of diverse and complex areas and many need – or are legally required – to communicate the work they do to different audiences who are not experts, such as publics, customers, politicians and the media. Learn tools and tactics to distil complex issues into a form that can be communicated effectively to non-specialist audiences without oversimplifying, patronising or losing meaning – from the development of appropriate key messages to advice on the best channels to use.
Developing media resources and press kits
In this course seasoned PR professionals detail the full range of tools and materials that communications professionals and press offices can employ to effectively illustrate and support their media operations, campaigns and key messages to build an organisation’s profile, position and authority. Topics include press kits, fact sheets and case studies to expert viewpoints, placed articles and research reports.
Diversity communications
This course focuses on communicating effectively not just with “the world outside”, but in a targeted way to engage a wide range of groups within society with special characteristics, needs and expectations such as ethnic minorities, elderly, disabled, gay and lesbian people. Topics include understanding diversity, principles of diversity communications, diversity audiences and media, developing diversity communications campaigns, handling challenges, measurement and monitoring. Training consists of incisive briefings from experienced PR professionals, case studies, role plays and workshops to build practical skills.
Engaging sceptical stakeholders
Being able to conduct effective public relations campaigns in the face of sceptical or negative audiences is an essential skill for today’s PR professionals. This course explains how to engage different stakeholder groups, neutralise negative views, change perceptions and opinions, and generate positive coverage in difficult situations.
Getting the best from your PR agency
This course is designed to help organisations engage the PR agency that is right for them and get the most out of their agencies. Topics include identifying the right agencies to consider for a pitch, briefing documents, evaluating pitches and proposals, team assessment, handling difficult agency situations, relationship management and evaluation. Training consists of incisive briefings from experienced PR professionals, case studies, role plays and workshops to build practical skills.
Interviewing skills for PR professionals
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.
Key message development
The importance of developing memorable, relevant, clear, concise and consistent communications messages cannot be over-emphasised. 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.
Managing an online press office
The virtual press office has become one of the most effective ways of establishing and maintaining a profile with journalists. 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.
Media management at major events
A practical, hands-on seminar covering how to manage 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.
Networking and relationship building
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.
PR response to pressure group campaigns
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.
Reputation and brand management
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.
Running an effective press office
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.
Shaping and harnessing the news agenda
This is intensive training to provide real insight into the themes, principles and concepts that drive journalists’ news judgements. An experienced journalist trainer provides 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. Learn 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.
PR agency skills
Pitching to win business
Pitching and winning new business is the life-blood of any PR agency, yet the process is often chaotic, with the actual pitch under-prepared or even left to chance. This course is led by a highly experienced trainer with an extensive agency background who is able to talk with experience – and authority – about how to win business by improving the pitch development process to ensure it meets the client’s brief, while also honing the team’s presentation styles and abilities. In short, this course will help you pitch to win.
Writing a winning proposal
Writing proposals is clearly essential to showcase services and bring in new business, but it is also a time-consuming task that does not always get the attention it deserves. This high-value course begins with a refresher on the core principles of writing winning proposals, then gives practical insights into the key ideas that mark out winning proposals from the also-rans.
PR writing skills
Long form writing: features
Writing long articles such as features demands specific skills that are not required for shorter pieces such as press releases and newsletters. Learn journalists’ techniques for structuring longer articles to maintain coherence and to hold the reader’s interest throughout – from the initial research and planning required for a feature through the type of language to use, adopting the right tone of voice for the audience and reaching a strong conclusion.
Proof-reading and editing
This course is essential for anyone whose job includes checking and improving written texts, from internal communications professionals to press officers and even PAs. Learn from an experienced trainer how to enhance style, create clear and concise copy and eliminate errors, all with a journalist’s eye for detail.
Writing newsletters that get read
Newsletters, whether paper or electronic, are an effective way of communicating with different stakeholders – both internal and external. However, too many newsletters are ignored or discarded because the content is not sufficiently relevant or engaging. This course will teach the specific skills required to create successful newsletters by looking at the differing requirements of different audiences, along with tone, style, length, content and the appropriate balance of articles. It will also explain the different skill sets required for writing paper and e-newsletters.
Personal communication skills
Building personal authority and credibility
Spokespeople need to do more than say the right thing: research shows that our ability to communicate and build personal and corporate reputation depends on the entire impression that we generate. Learn how to communicate your message with real confidence, authority and credibility that reinforces the impact of your message, rather than detracting from it.
Enhancing presentations: audiovisual support
This course helps delegates improve their presentations through the effective use of audiovisual support which can play a key role in reinforcing key points, making a memorable and convincing – without distracting or detracting from verbal delivery.
Media interview skills
Advanced media training
Intensive, high-level media training for senior and experienced spokespeople who already have interview experience but who would like to further enhance their ability to communicate important key messages in challenging media situations such as current affairs programmes or in the face of a crisis. This training provides detailed performance analysis and individual coaching to ensure clear, consistent message delivery.
Broadcast media training
Practical media interview skills with a focus on preparing for successful encounters with television and radio journalists, including their particular news values and the all-important techniques required to ensure spokespeople are able to communicate key messages, whatever the questions.
Facilitating successful interviews
The role of the PR professional in preparing, facilitating and moderating a media interview for a senior spokesperson is absolutely critical. This practical training will ensure PR people know exactly what to do and know the right questions to ask in advance, as well as how best to brief a spokesperson, and how and when to intervene to ensure a successful outcome.
Handling the media during a press conference
Press conferences are an effective way to communicate particular messages to many journalists simultaneously. Their unique and challenging dynamics require a specific set of skills and experience and delegates will gain a thorough understanding of every aspect of this most intense form of media encounter – including planning and preparation, controlling the situation and knowing how and when to finish.
Handling unexpected interviews
Media training with a specific focus on how to handle one of the most difficult types of media encounter – surprise “ambush” interviews where journalists or TV crews approach a spokesperson unexpectedly, with little or no warning. Often associated with negative stories and crisis situations, dealing with unexpected interviews is a vital piece of the jigsaw for senior spokespeople. Under the guidance of an experienced journalist, delegates undertake a series of highly realistic role plays to ensure they can keep calm and perform under pressure.
Making the right impact on TV
On TV, impressions count as much as words. Tailored specifically for spokespeople preparing for TV encounters, this training ensures they are aware of how they look, as well as what they say. An in-depth approach to the important physical aspects of an interview, including body language, posture, gestures, clothing, expressions and tone of voice. Delegates learn from experienced broadcast journalists, as well as becoming familiar with the studio environment.
Media training refresher session
Intensive media interview workshop for spokespeople who may have previously received media training or already undertaken interviews as part of their role; this is an opportunity to refresh their skills, hone their technique and refine key messages, either in advance of a particular event or media encounter, or as part of a commitment to improving overall communication skills.
One-on-one coaching for specific interviews
Media training tailored to help spokespeople prepare for a specific event or media encounter. Through in-depth research and thorough preparation, this training effectively prepares delegates for a specific challenge, using the real scenario, insightful questioning, role play and expert coaching and feedback.
Print media training
Practical media interview skills with a specific focus on preparing for successful encounters with print journalists, including newspapers, magazines, trade press, newswires and text-based news websites across different situations such as face-to-face, telephone interviews and briefings.
Studio skills
This training provides thorough and practical preparation for spokespeople required to give studio-based TV and radio interviews as part of their role. This training familiarises spokespeople with the equipment, technology, processes, people and terminology they will encounter in broadcast studios. Under the guidance of an experienced journalist, delegates will also experience broadcast interviews, ensuring they can deliver their messages in a range of different situations in a relaxed and confident style.
Successful down-the-line interviews
This media training focuses on the specific skills required to deliver successful “down the line” broadcast interviews in remote studios or via satellite or telephone links. It is vital that spokespeople have the opportunity to experience and practice this type of interview before being asked to do so for real. Using realistic scenarios and broadcast quality equipment, delegates will experience the unusual sensation of looking directly into a camera lens and wearing an earpiece; our expert trainer will focus on appearance, body language – and message delivery.
Technical PR skills
Photography for communications and PR
Picture desks are bombarded with photography from many different organisations every day. We will show you how to make your images stand out, get noticed and get published, including the best ways to combine relevance with creativity, how to choose the right photographer, manage the photo shoot and sell-in the resulting image to enhance your PR story and drive coverage.
TV and web TV skills for communications and PR professionals
As new media open up new channels for TV news such as Web TV channels and video sharing sites like YouTube, the rise in PR opportunities through TV news is placing a premium on TV news capabilities for PR professionals. This course is designed to help PR professionals think and work like TV news journalists in understanding news and generating stories, and then to express this understanding through technical TV skills applied to PR functions.