One day PR training course
PERFECT PUBLIC RELATIONS MASTERCLASSKey skills for winning press, broadcast and online PR coverage that deliver more business value
Course in briefPublic relations is a valuable marketing tool, but not all PR activity delivers measurable results.This practical PR training course uses lectures, discussions and workshop sessions to show how you can get better results from PR campaigns that deliver real business benefit. The course is suitable for both PR agency staff and in-house PR professionals. Duration: full day (6 hours including buffet lunch). Cost: £395.00 + £69.13 VAT = £464.13. Attend if you are...- Public relations executive or assistant
- Marketing communications executive or assistant
- Small business proprietor handling own PR
- PA/secretary with responsibility for PR
- PR officer of public body or not-for-profit organisation
What you gainAfter attending this PR training Masterclass, you will be able to: - Write an effective PR plan from scratch and present it to managers or clients
- Organise and budget the resources to manage a PR campaign
- Pitch article ideas and interview opportunities to journalists
- Write press releases that gets published
- Find more opportunities to generatemedia coverage
- Organise an on-line PR campaign to supplement print media
About the coursePublic relations can deliver massive business benefits when it's effectively used. It can generate media coverage worth thousands of pounds, help to position a business or organisation positively in the minds of the public - and generate leads which turn into new customers, clients or members. But journalists who are on the receiving end of the PR activity will tell you that much of it misses the target. This unique public relations training course combines the experience of a seasoned editor and journalist with that of a versatile marketing professional to help you look at your PR skills and output with a fresh eye. The aim of the PR training course is to help you make the most effective use of the time and resources you put into a PR campaign – whether that be for your own organisation or a client. As a result, you get better results and deliver more business value. The emphasis is on practical information rather than theory. So you find out how you can make sure that PR actually helps to further your organisation’s or client’s key objectives. You discover what works and what doesn’t in media relations. Then you’re given a detailed introduction to the different kinds of media you may encounter with a wealth of practical hints and tips on how to get them to write about you or your client – or include them in their TV or radio programmes. The strength of this Masterclass is that it provides you with a step-by-step guide to handling some of the most important PR tasks. So, for example, you get a simple three-step approach to finding newsworthy information in your organisation, a straightforward seven-step approach to writing a press release, and a six-step approach to use when you want to persuade a journalist to interview somebody. And all in a Workbook you can take away and use time and time again to aid your PR work. The Perfect Public Relations Masterclass is packed with scores of insider tips on how to get more results from your PR work so that you can use them to gain an immediate boost in the media coverage you personally generate – and deliver more business value. Masterclass programmeModule 1: PR: what works; what doesn't- Making PR a value for money activity
- How PR fits into the "marketing mix"
- How PR can work alongside advertising
- Nine benefits you can achieve with PR (and how!)
- How to organise an in-house PR campaign for success
Module 2: Understanding the media- A three-step approach to get to know journalists
- Eight reasons journalists could contact your organisation
- How to handle enquiries from journalists
Module 3: Getting into gear- The basics: nine things you need to start a PR campaign
- What it takes to be a successful PR person
- How to get an organisation to "think PR"
Module 4: Writing a PR plan from scratch- Getting from business strategy to PR plan
- How to calculate the resources needed for a PR campaign
- Where to find ideas and information for a PR campaign
- How to draw up a PR calendar
- Structuring and timing a PR campaign
- Targeting the media
- How to decide when to use...
...press releases ...photographs/graphics ...interviews ...press conferences/briefings ...facility visits or trips ...events/sponsorship ...websites and digital media - Making a reality check on the plan
Module 5: Turning information into media coverage- Why good information lies at the heart of good PR
- Three sources of newsworthy information in your organisation
- How to collect information that the media wants
- How to conduct an interview like a journalist
Module 6: How to win the media's attention- How to decide the best way to approach the media
- How to pitch an article idea to an editor
- A six-step approach to get a journalist to do an interview
Module 7: Writing a press release that gets published- What editors want (and don't want) from press releases
- A seven-step approach to writing a press release editors will want
- How to distribute your release so it gets noticed
Module 8: Handling interviews with journalists- What to do if asked for an interview
- Getting your message across in an interview
- How to deal with "speaking terms" and awkward questions
- Eight fundamental rules for interviews
- Four tips to help you punch your points home
- How to handle a PR crisis interview
Module 9: Getting results from online PR- New media, new tactics
- Using websites for PR
- Search engine optimisation in PR
- Turning a blog into a PR tool
Module 10: The inside track on winning media coverage- How to win media coverage in national newspapers
- How to win media coverage in regional daily newspapers
- How to win media coverage in local newspapers
- How to win media coverage in business/professional magazines
- How to win media coverage in trade and technical press
- How to win media coverage in consumer magazines
- How to win media coverage in regional magazines
- How to win media coverage in academic journals
- How to win media coverage on television
- How to win media coverage on radio
- How to win media coverage on websites and digital media
Module 11: Reaping the benefits of PR- What you need to know about press cuttings
- 10 ways to measure the results of a PR campaign
- Handling and acting on PR feedback
- How to use PR to build business success
Course materials The Perfect Public Relations Masterclass comes complete with a set of outstanding course materials that are designed to help you build on your new-found PR skills even after the course is over. You receive a course pack which contains:
- The Perfect Public Relations Workbook and Course Notes. This 80-page Workbook is exclusive to people attending the course. The Workbook contains a comprehensive set of notes covering the main points of the Masterclass and also provides room for you to add your personal comments so that you can customise the notes to your own needs. The Workbook is a unique resource and remains a permanent reminder of the course content - and a valuable source of reference - long after the Masterclass has finished.
- How to Write the Perfect Press Release by course presenter Peter Bartram, is a 170-page paperback book which is packed with helpful information about how to write press releases. ("The real value of this book is the insight into the world of journalism." - Professional Marketing magazine.)
- How to Make Your Case in the Media. This book, also by Peter Bartram (with Colin Coulson-Thomas) is a 159-page paperback that provides a practical guide on how to develop story ideas that the media will be interested in hearing about - and then put them across in interviews. ("This book does just what it says on the cover - it sets out to help people who find themselves being interviewed by either print or broadcast journalists... For those organisations that are not able to provide their people with media training, the book is a useful instruction kit." - Education Marketing and PR Association).
Course presenters' profilesOne of the great strengths of the Perfect Public Relations Masterclass is that it is run by two tutors who are each leaders in their fields.  Lizz Clarke
Lizz Clarke has a wealth of practical experience in marketing and public relations. Eighteen years ago, she founded her own marketing and PR consultancy, now called Logical Creative Marketing (LCM). It is based in Fareham, Hampshire and has become one of the leading consultancies on the south coast. Lizz, who is managing director of LCM, has helped dozens of companies in many different fields to develop their own marketing and PR campaigns. She coaches her own team of PR and marketing professionals in how to gain the very best results for the firm's clients. She is events chair at the Institute of Directors and is compere at its extremely popular Dragon's Den-style Mentor Magic events. She is a director of Portsmouth Chamber of Commerce and sits on the Portsmouth Business School Advisory Board. She is also a "founder champion" of Business Southampton. As a freelance instructor in business communications, she has worked across the globe for household name companies during the past 16 years. With a combination of marketing, PR and training skills, Lizz brings in-depth knowledge - and an ability to impart it in a lively and memorable way.  Peter Bartram
Peter Bartram has a lifetime's experience in journalism as both an editor of newspapers and magazines and a versatile writer. At some stage in his career, Peter has written for practically every area of the press - national newspapers, business magazines, local newspapers, consumer press as well as trade and technical publications. He has also appeared in many radio and television news and current affairs programmes. As a result, he is in a unique position to advise on what works (and what doesn't) when targeting material at individual publications. Peter is the author of 20 books, including eight on business communications and public relations which have won wide praise from media commentators. He is a member of the Society of Authors and the London Press Club. He regularly advises marketing and public relations professionals on how to target their PR material so that it makes the maximum impact with the media. Apart from his work as a busy journalist, Peter is an experienced public speaker and presenter and has devised and run media training events including the Press Release Masterclass, the Perfect Pitch Masterclass, the Perfect Interview Masterclass and the Writing for Publication Masterclass which have already been attended by more than 200 people. What people say...- "I found the subject matter extremely useful, and working within a group and sharing views and ideas was extremely valuable." - Marilyn Shaw, PR officer, Enpure Ltd.
"I wanted to e-mail and say thank you very much to you and Lizz for the inspirational course last Friday. It was really helpful and positive, I appreciated the ‘can do’ approach, and the books will no doubt be of great use in the months to come." - Bryony Hitchcock, marketing co-ordinator, Evolving Systems Ltd "I've seen Peter Bartram transform a dry announcement that I thought had little hope of making it into print into the kind of news release that's generated a fistful of great cuttings. He is something of a guru on press releases - and he shares his knowledge with warmth and humour." - Tony Martin, managing director, Portfolio Communications
In-house coursesIf you have several people who would like to attend a Perfect Public Relations Masterclass, why not book an in-house session at your own offices? We can run in-house sessions for a minimum of four participants. The fee for an in-house Masterclass is based on the number of participants: four, £1,345; five, £1,695; six, £1,995; seven, £2,295; eight, £2,595; nine, £2,895; 10, £2,995. (All prices quoted plus VAT and, depending on location, agreed travel expenses may be charged at cost.) For other numbers or to hold the Masterclass at an alternative location, please ask for quotation. If you would like to book an in-house Masterclass or like further information:
Booking information
Perfect Public Relations Masterclass Tuesday, 26th October 2010 NLC, 1 Whitehall Place, London SW1A 2HE
£395.00 + £69.13 VAT = £464.13
Booking form
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