Press Association
Course overview

This two-day course examines best practices and emerging ideas for building relationships with external stakeholders, ensuring they understand the issues, restraints, vision and attainments that enhance reputation and brand value.

The course uses interactive presentations, discussions, videos, case studies and theoretical models to guide participants as they decide what to practically apply in their organisations. Participants are encouraged to reflect on and discuss their own professional issues and experiences.

Who the course is for

Professionals who have mastered the essential skills of public relations and who want to practice at a more advanced level

Learning objectives

  • Understand how to place stories into the media that support a positive brand and reputation
  • Be able to influence legislators and regulators so political developments don’t negatively impact their organisation
  • Deliver successful events that achieve their goals and are valued by participants
  • Know how to build win-win relationships with local community organisations that enhance their organisation’s impact on society
  • Contributed to a proactive crisis communication plan for when the unexpected happens
  • Use social media tools to enhance a positive reputation with external stakeholders.

Course outline

Developing proactive relationships with the media

  • How the media works
  • Placing stories in the media
  • Responding to media queries
  • Developing a media relations strategy

Managing media interviews

  • Briefing spokespeople
  • Interview techniques
  • A good interview – getting the message across
  • Handling different types of interviewers

Public affairs: lobbying & advocacy

  • Identifying opinion formers & influencers
  • Contact programmes
  • Engaging with key decision makers
  • Profile raising

Planning and managing successful events

  • A-Z of event planning
  • Coordination on the day
  • Contingency planning
  • Administrative close down and evaluation

CSR and community relations

  • Understanding relationships, bonds and influence within communities
  • Options for participating in local communities
  • Identifying the issues relevant to your organisation
  • Creating a community relations strategy
  • Managing relationship programmes

PR during a crisis

  • Planning for the unexpected
  • Issues management programmes
  • Elements of crisis communications
  • Managing communication activities during a crisis

Financial PR and investor relations

  • Understanding the needs of financial audiences
  • Financial PR and Investor relations activities
  • PR tools and techniques
  • Investor relations during crisis scenarios
  • Monitoring & evaluation
  • Quantitative & qualitative
  • Efficiency of channels
  • Effectiveness of messages
  • Impact on behaviour & business
  • Impact on brand value & reputation

Social media’s place in the PR toolkit

  • Connecting, collaborating, sharing, reviewing
  • Building databases, opt-ins, opens, click throughs, automation, SEO, analysing statistics
  • Creating a social media route map
  • Evaluating emerging technologies

Our partners, Press Association Training will be delivering this course on behalf on

Getting there

This course will be held at Press Association 292 Vauxhall Bridge Road London SW1V 1AE

About Press Association

The Press Association (PA) is the national news agency for the UK and Ireland and a leading multimedia content provider across web, mobile, broadcast and print. For the last 147 years PA has been providing fast, accurate feeds of text, data, photos and video. Today the business is increasingly focused on the delivery of complete products for both digital and print clients. 

The Press Association Training courses are specifically tailored to ensure they include the very latest developments in the rapidly changing world of the media.

All of PA's trainers are working journalists or PR professionals with the most up-to-date knowledge who always shape courses to the individual needs of those attending.