Global Learning for Operational Leaders
Professional training course
Public Relations Campaigns: From Planning to Execution
We cannot emphasize enough how important it is to plan ahead for your public relations program. The outline covers PR recap, Creating and implementing a public relations plan, Contributions of PR campaigns to strategic m...
Introduction
Course overview
Why Attend
We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign. According to modern day research, more than 50% of new businesses fail the first year. Why? Lack of proper planning and resources in their PR function. If you find it challenging to write a PR plan or find it daunting to execute, do not worry, this course will have you covered. By attending this highly engaging and interactive course, you will be guided through a road map which will give you the knowledge and skills necessary to create and implement a successful PR campaign.
Course Methodology
The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently in a multilateral environment. The course is built on four learning pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world problems and solutions.
Course Objectives
By the end of the course, participants will be able to:
- List and define PR concepts and differentiate between PR and advertising
- Create and implement a PR plan
- List contributions of PR campaigns to strategic management
- Manage a crisis using PR
- Explain the importance of organizational and corporate image
- Measure PR effectiveness
Target Audience
PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.
Target Competencies
- Planning and organizing
- Leading and directing
- Analyzing and evaluating
- Inspiring and building rapport
- Communication skills
What you will achieve
Learning objectives
- List and define PR concepts and differentiate between PR and advertising
- Create and implement a PR plan
- List contributions of PR campaigns to strategic management
- Manage a crisis using PR
- Explain the importance of organizational and corporate image
- Measure PR effectiveness
Who should attend
Target audience
- PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.
- Target Competencies
- Planning and organizing
- Leading and directing
- Analyzing and evaluating
- Inspiring and building rapport
- Communication skills
Methodology
Learning approach
- The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently in a multilateral environment. The course is built on four learning pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world problems and solutions.
Course content
Course outline and key learning areas
Module 1
PR recap
- PR: definitions, concepts
- Stakeholders in PR
- The many components of PR
- Key differences between PR and advertising
Module 2
Creating and implementing a public relations plan
- PR plan: definition and needs
- Characteristics of a PR plan
- SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
- Target audience(s)
- Goals (what we hope to accomplish)
- Objectives (what needs to be done)
- Key messages: simple and descriptive
- Strategy (methods to accomplish objectives)
- Tactics (deadlines and cost)
- Timeline and responsibilities
Module 3
Contributions of PR campaigns to strategic management
- PR and strategic management
- Taking a strategic approach
- What can PR accomplish
- Environmental scanning
- Internal and external environment
- Managing issues
Module 4
Crisis management using PR
- Defining and identifying a crisis
- Remembering the rules in a crisis
- Phases of a crisis
- The disclosure principle
- The symmetrical communication principle
- The relationship principle
- The accountability principle
Module 5
Importance of the organizational image
- Public opinion (attitudes, opinions, actions)
- Building the organizational image
- Variables of managing the image
- Image and reputation management
- From identity to reputation
- Relationship management
FAQ
Frequently asked questions
What does Public Relations Campaigns: From Planning to Execution cover?
This course covers Public Relations through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 15 - 19 June 2026, with additional classroom dates and mirrored Online / Live options listed in the course schedules section.
Who should attend this course?
PR officers and any other key personnel involved in creating and enhancing a positive image for their organization., Target Competencies, Planning and organizing
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Yes. The course detail page includes both classroom sessions and Online / Live sessions, with online options aligned to the same course dates for easier planning.
Where are classroom sessions delivered?
Current classroom venues include Munich, Kuala lumpur, Rome, Amsterdam, London, Istanbul.
Still Have Questions?
Contact the academy team for course details, delivery options, and delegate guidance.
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