Public Relations for Absolute Beginners

Timetable - Day One

09.15	Delegate’s Registration
09.30	An Introduction to Public Relations During this session, a clear cut working definition of PR, and what PR can actually do for your organisation, is established: What is PR? How is it different from advertising? The role of the PRO. How is PR actually done? How to improve your company image through PR. Why some companies are good at PR - and why most are not.
11.15	Refreshments
11.30	How to Write a Press Release Press releases are the classic way of attracting an editor’s attention. But 97 per cent of releases go straight in the bin. Why? This session shows you: How to write an interesting press release. What to say in each paragraph - a ‘step-by step’ guide. How to write catchy headlines and sub-headings. The ‘five-point’ plan for a successful release every time.
12.45	Lunch
14.15	Press Release Presentation and Distribution Presenting a press release in the right way, to the right journalist at the right time is crucial. One slip up and your release won’t create the right impact. This session explains: How to design and layout a press release. Sources of reference of key editors and journalists – and how to use them. How to target press releases and ‘get through' to particular journalists.
15.15	Refreshments
15.45	How to Get Maximum Editorial Coverage During this session, the special techniques required to get maximum positive editorial coverage for your organisation are analysed: How to interest journalists in your story. The key PR editorial opportunities that are still rarely exploited. How to build long lasting relationships with journalists. How to make sure it’s your press release that gets noticed and used.
16.30	Close, Day One

Timetable - Day Two

09.30	Introduction to Day Two
09.40	How to use social media to promote your organisation How can you harness the power of social media to get your PR message across? What techniques work best for the big UK companies and major government departments? This session shows you: How to create and implement a social media PR plan. How to decide which social media channels to use. How to grab the attention of your target audiences using social media. The problems, pitfalls and benefits of using social media for PR.
11.00	Refreshments
11.15	How to defend your organisation against on-line criticism What should you do if your organisation is the subject of damaging on-line speculation? How should you react? What should you say? This session explains: How to monitor the on-line presence of your organisation. How to react to potentially damaging speculation. What to say in response - and what not to say. How to manage the on-line reputation of your organisation.
12.45	Lunch
14.15	How to Handle Journalists on the Telephone What is the correct way to respond to a journalist on the telephone? How should you answer questions on sensitive subject matter? This session shows you: How to conduct interviews with journalists on the phone - what to say and what not to say. How to respond to difficult, embarrassing or awkward questions. How to make sure you don’t say the wrong thing.
15.15	Refreshments
15.45	How to Handle a Crisis What should you do when things go wrong and the press is beating a path to your door? This session takes you through a case study of how a well known organisation tackled a major crisis: What to do when a crisis strikes. How to keep potentially damaging media coverage to a minimum. How to present bad news in the best possible light in a press statement.
16.30	Close

More than 15,000 PR professionals have already attended PR for Absolute Beginners. Here is what some of them had to say:

“This course is excellent. It is extremely well taught, and the accompanying text books are superb”.
KF, Virgin

“A fantastic introduction to PR. I would recommend it to any one starting out in PR“.
VS, Peugeot

“A very good course. It is clear, beneficial with great advice. I recommend it“.
SJ, Financial Times

“This course is a fantastic mixture of lectures and group interaction. I can't praise it highly enough“.
HK, Rio Tinto

“An excellent course. It is pitched at just the right level and provides a great understanding of all the PR basics“.
AY, BAE Systems

“The most interesting training course I have ever been on“.
LC, Standard Life

“I thoroughly enjoyed this course. I learnt an amazing amoun”.
MC, British Airways

“This is a brilliant course”
LH, RBS Insurance

“An excellent introduction to PR. The course documentation is great”
DR, National Grid

“Excellent. I thoroughly enjoyed this course. Thank you”
GR, 3M Healthcare

“This is a really good course. The tutor is excellent”
DM, National Audit Office

“I really enjoyed this course – it is definitely the best I have ever been on”
SC, Waitrose

“A fantastic overview of PR. The teacher is great”
KL, Bartle Bogle Hegarty

“I really enjoyed this course. Great PR tips. Thank you”
AS, English Heritage

“A great course with really comprehensive documentation”
AF, London Stock Exchange

“A fantastic course. I recommend it to anyone starting out in PR.”
AL, Alliance & Leicester

“A really great course”
LA, London City Airport

“This is the best course I have ever been on!”
JH, Oxford Brookes University