Being great at PR or marketing is one thing but running successful campaigns and accounts also depends on a whole range of other skills that we cover in our PR Management courses.
Whether a senior consultant or an account manager, fundamental ingredients for success include the ability to manage the team, clients and time; to keep campaigns on track and on budget; and to ensure best practices are in place for profitability.
For in-house or agency PR professionals, this course provides the essential grounding to manage the business of PR most effectively, from managing personalities and expectations to developing strategies and keeping campaigns on track, on time and on budget.
Duties of account management; client/consultancy lifecycle; building relationships; developing a strategy; keeping campaigns on track; presenting ideas; time management; powerful reporting; recognising, avoiding and handling problems; negotiation techniques.
Aimed at account managers and directors, this course provides the methods for planning and implementing effective PR campaigns which have buy-in at every level to ensure they are on time, within budget and achieve objectives.
Campaign strategy & structure; insights into corporate communication; creating an effective plan; budgeting; motivating and organising staff; stimulating creativity; setting goals; evaluating results.
For account executives and account managers, this course explores the dynamics and techniques for building effective client /consultancy relationships, how to avoid the pitfalls and handle difficult personalities.
What makes a successful relationship; common causes of dissatisfaction; understanding personalities; listening and questioning techniques; having a strategy; useful tactics.
Most PR consultancies are not as profitable as they should or could be so this course takes delegates through the steps to cultivating a more commercial culture, with the right systems in place to ensure a more profitable business and a highly motivated team.
The ‘science’ of strategic and financial planning; consultancy currency; eradicating over-servicing; staff utilisation and capacity planning; estimates, quotations and forecasting; growing budgets; winning profitable clients; negotiation and contracts.
The most effective and profitable PR is founded on successful client/consultancy relationships and this course provides professionals at every level with insights and skills for nurturing this relationship and making clients feel valued long after the honeymoon period is over.
Understanding flashpoints; client profiling; tactics to nurture and grow relationships; fostering trust; making clients feel valued; turning negative clients into positive ones.
For senior managers and PR professionals, the ability to stay cool in the media spotlight and to confidently cope with their questions is one of the most stressful but vital skills to master and this course provides firm foundations to build on through a combination of role play and psychological training.
Understanding the media; face to face interviews; ambush questioning; door-stepping; planned press conferences; deflecting difficult questions.
For junior and middle managers, stepping up to manage a PR team or campaign can be a daunting prospect and this course reveals the most common challenges and how individuals can realise their potential to be a respected and effective manager.
Management/friendship divide; drawing up boundaries; setting precedents; behaving like a leader; dealing with colleagues who undermine; motivating the team
In our superfast world, setting and prioritising goals is more important than ever and this course reveals the essential steps to stay on course and achieve them, whatever the external pressures and distractions.
No more excuses; time responsibility; identifying priorities; goals and planning; time management strategies; preventing others stealing your time.