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Public Relations

Dates: 02 Nov to 11 Dec

Class Time: Monday to Friday 09:00 to 12:15

Price: 400€ 

 

Main Topics of Study:

 

The Role of Public Relations in Organisations:

  • Public Relations – A Management Discipline

  • Models of Public Relations Practice

  • Public Relations Practitioners’ Roles

  • Boundary Spanning & Systems Theory


The Evolution of Public Relations – Principles & Practice:

  • Definitions & Meaning of Public Relations

  • Relations between PR & Marketing

  • Functional Areas of Public Relations

  • Public Relations Activities

  • Marketing PR


Strategic Perspective of Public Relations:

  • Defining the Concept of Strategy

  • Strategic Implications for Public Relations

  • Generic Approaches to Strategy

  • The Strategic Potential of Public Relations

  • Strategic Management for Public Relations


Internal & External Public Relations:

  • Implications of Organisational Structure & Culture

  • Implications for the Role & Scope of Public Relations

  • Researching the Organisation

  • External People & Groups

  • The Organisation Publics

  • Evaluating & Defining Key Publics

  • External Public Relations Activities

  • Corporate Identity & ImageStrategic Public Relations

  • New Developments in External Public Relations


Corporate Social Responsibility:

  • The Social Responsibilities of Organisations

  • Community & Environmental Responsibilities

  • The Demands of Public Opinion

  • Discharging the Organisation’s Social Responsibilities

  • Ethical Implications

  • Long-Term Implications


Financial & Investor Public Relations:

  • Importance of Public Relations to Financial Services

  • Publics for Stock & Currency Markets

  • Publics for Insurance

  • Fund Manager Publics

  • Retail Publics

  • Public Relations Strategies in Relation to Financial Services

  • Research & Its Applications to Financial & Investor Public Relations


Government & Lobbying Activities:

  • Theoretical Perspective Underpinning Lobbying Practices

  • Governmental Activities & Lobbying from the Public Relations Perspective

  • Main Elements of Lobbying

  • Measurement of Effectiveness


Corporate Advertising:

  • Introduction to Corporate Advertising

  • Value of Corporate Advertising

  • Media for Corporate Advertising

  • Effective Corporate Campaigns

  • Psychological Perspectives on Corporate Advertising

  • Branding Strategy & Brand Equity

  • Criticisms of Corporate Advertising

  • The Future of Corporate Advertising


Issue & Crisis Management:

  • Introduction to Issues Management

  • Nature of Crises

  • Planning to Communicate in a Crisis

  • The Risk Audit

  • Defining the Audiences/Publics

  • Procedure Development

  • Training Required

  • Testing – Exercise Simulation


Interaction between Public Relations & Marketing:

  • Debate Issues between Public Relations & Marketing

  • Increased Importance of Public Relations

  • Marketing Public Relations (MPR) & Corporate Public Relations (CPR)

  • The Marketing Perspective of Public Relations

  • Spheres of Responsibility for Marketing & Public Relations

  • Marketing Public Relations (MPR) in the Marketing Mix

  • Using Marketing Public Relations


Developing a Research Framework & Evaluating the PR Efforts:

  • Development of Research Methods & Objectives

  • Research Design – Practical Applications of Research Methods

  • The Nature of Evaluation

  • Barriers to Effective Evaluation

  • Models of Evaluation

  • New Evaluation Approaches

  • Integration & Planning of Campaigns & Programmes

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