Public Relations Finishing School

Timetable

09.15	Delegate’s registration and morning coffee
09.30	How to Write a Corporate PR Strategy How do you write a Corporate PR strategy? What are the key steps? How do the world’s top communications professionals do it? What techniques and processes do they use? This session shows you: How to sit down in front of your computer and write a corporate PR strategy. The seven key corporate audiences – and how to address them correctly. The six essential questions that must be answered in every corporate PR plan. PLUS The Corporate Strategy Template – an ‘ideal model’ strategy for reference and guidance.
11.00	Refreshments
11.20	How to Write a Crisis PR Plan How do you write a professional quality crisis PR plan? What, exactly, should it say? How should it be laid out? And what is the best way to implement the plan in the heat-of-the-moment should disaster strike? This session explains: How to prepare for a media attack on your corporate reputation. How to write professional quality crisis management plan. How to brief senior managers who might have to face a hostile press. PLUS How to Write a Crisis Manual - and make sure that you have included everything.
12.45	Lunch
14.00	How to Handle a Media Crisis Everybody wants to keep bad publicity to a minimum. But how is it done? Trying to ‘stonewall’ the media will only excite their interest further. What to do? How do others do it? This session explains: What to say to the media when things go wrong – and what not to say. How to answer awkward, embarrassing or potentially damaging questions from a journalist. How to put the record straight when misrepresented by the media. PLUS The top-ten errors most often made when handling bad news – and how to avoid them.
15.00	Refreshments
15.20	How to Handle a Digital Crisis Bad news can come without warning. Damaging material about your organisation can appear on-line in an instant - and viewed by a worldwide audience of millions immediately. What to do? How should you react? This session takes you through the do’s and don’ts: How to monitor what the internet is saying about your organisation. How to react to damaging on-line accusations, speculation and rumour. How to diffuse on-line criticism and make sure that you get on your message across PLUS The Digital Crisis Checklist - a step-by-step guide to make sure that you are ready for an on-line crisis.
16.30	Close

More than 5000 PR professionals have already attended The Public Relations Finishing School. Here is what some of them had to say:

“A very worthwhile course. I have no hesitation in recommending this session to anyone in
PR“. CB, Marks & Spencer

“A very interesting and very well presented course that held everyone’s attention“.
MP, Royal Bank of Scotland

“A really excellent course. All the presenters are outstanding“.
CC, Metropolitan Police

“This is a very good course with truly excellent speakers“.
KA, London Underground

“A great course. And one where each and every speaker is superb“.
MW, Universal Music

“This course is thought provoking and inspiring. The speakers are excellent“.
PS, Boots

“I really enjoyed this course. It was interesting and informative. I would recommend it to any experienced PR professional“.
LL, J Sainsbury’s

“A very interesting, relevant and enjoyable course“. DC, NatWest

“This is an excellent course. It is professional, encouraging and totally tailored to the needs of the working PR manager”.
KW, Highways Agency

“This course is clear, instructive and extremely useful. Thank you”.
IB, First Choice

“This course is practical and fantastically helpful. It offers a completely different perspective to the theory-based PR courses so often offered”.
NS, HM Treasury

“This is a truly practical course that actually provides sound solutions to major PR problems”.
SM, Arts Council

“This is an excellent course, with knowledgeable tutors who create a fantastic atmosphere”.
TJ, Fuller, Smith & Turner

“Very Good. Practical, relevant, with great practical examples”.
TS, Ernst & Young

“Excellent. Well delivered and superb tutors”.
JB, E.ON UK

“A fantastic day. The subjects taught will definitely help me to do my job better”.
SW, Law Society

“An excellent course. Extremely well presented”.
CC, Dell

“A very good course. Particularly good on strategic direction”.
LE, Sports Council