Public Relations Campaigns: From Planning to Execution

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.

Overview

Course Outline

Schedule & Fees

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

PR recap

PR: definitions, concepts
Stakeholders in PR
The many components of PR
Key differences between PR and advertising

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

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

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

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

Measuring PR effectiveness

Purpose of evaluation (output, outcome)
Evaluating (process and goals)
Matching objectives and results
Measurement (production, exposure)
Weaknesses of the traditional approach
Measurement techniques

Arusha

Arusha (Tanzania)2025-10-20$1995

Mombasa

Mombasa (Kenya)2026-05-18$2100