Enable delegates to develop a strategically driven PR plan, supported with clear communication objectives (driven by insight and audience mapping), creative approaches to developing strategic theme and narrative, use of appropriate channels (amplified by digital/social) and effective techniques for monitoring and evaluation.
Aim of course
Enable delegates to develop a strategically driven PR plan, supported with clear communication objectives (driven by insight and audience mapping), creative approaches to developing strategic theme and narrative, use of appropriate channels (amplified by digital/social) and effective techniques for monitoring and evaluation.
Learning outcomes
Be able to:
- Use a range of models and tools to aid strategic decision making
- Set SMART PR objectives
- Write a PR strategy
- Understand and consider a range of innovative and relevant tactical tools
- Understand the limits of outputs and consider evaluation techniques to measure outcomes
This is an informal, practical workshop using case studies from real PR examples to illustrate the planning process used to create successful strategic-led campaigns. Learning is put into practice by discussion and practical group exercises using delegates own examples. Therefore delegates are encouraged to bring along an example of a PR plan that they may be working on.
About the Tutor
Maud Davis runs her own food PR consultancy and PR training business, Maud Davis PR and shares tips from her own blog on public relations.
She is a marketing communications and campaigns specialist and in between handling PR for her food clients, she trains and mentors others through face to face workshops and e-learning sessions.
Maud has close connections with the consultancy and public/charity sectors and has recently mentored others and run training courses with UNHCR, Cabinet Office, Transport for London, Skyscanner as well as many PR and marketing consultancies.
She is also involved in the professional qualifications side of PR and works with the PR Academy to lead the CIPR Advanced Certificate, Foundation Certificate and has presented on the Introduction to PR MOOC. She is a visiting lecturer at the London College of Communication and Middlesex University and regularly gives talks to inspire others.
Before setting up her own business 12 years ago, Maud worked to account director level at some of London's top consumer PR agencies handling communications for British Meat (post BSE), PDSA, Kellogg's, Royal College of Midwives and Slimming World magazine.
CIPR Cymru Wales
The CIPR (Chartered Institute of Public Relations) Cymru Wales is for professional communicators. Our members work across business, industry, PR consultancies and in government, education, health and other public bodies.
The CIPR is UK-wide and offers training and development leading to professional qualifications that are increasingly demanded by employers. We also strive to ensure high standards of professionalism and conduct among our members.
We have recently celebrated not only our 40th anniversary in Wales, but also the granting of chartered status to our organisation - confirming our position as a leading professional body.
A committee of Welsh PR professionals looks after the interests of CIPR members in Wales - organising annual and monthly events; arranging and communicating training and career development opportunities in Wales; providing a voice for the profession in Wales; communicating national CIPR information to the Welsh membership; and working in partnership with Welsh universities on a number of fronts.