Driving Business Performance with Social Media

Day 1:

Effective PR Campaigns

• Welcome and introduction

• Perceptions of PR among senior managers

• The global information village

• Putting a cash value on reputation and the PR that builds it

• PR campaigns – their use and their risks

• Case study examples – what works and what does not

• Practical example – tackling a business challenge

• An introduction to evaluation

Day 2:

A Problem-Solving Approach to Campaigns

• Brand, identity and image, the basis of reputation

• Assessing your reputation and the use of ‘gap’ analysis

• The origins of PR and its foundations in the social sciences

• Business strategy and problem identification

• Problem-solving methods – choosing the right one

• Problem analysis – desk research, stakeholder analysis, PEST, and SWOT

• Setting measurable objectives

• Force field analysis and risk identification

Day 3:

Planning and Costing Campaigns

• Identifying the stages of the campaign and decision points

• Preparing an effective schedule – critical path analysis

• Critical path analysis

• Costing the plan and preparing a budget

• Anticipating risk and planning to meet it

• Practice case-studies

• Identifying stakeholders and their role in relation to the campaign

• Co-ordinating campaign elements across stakeholder groups

Day 4:

Channels, Delivery, and Evaluation

• From strategy to tactics

• Environmental scanning

• Developing a media relations plan

• Crisis media relations

• Principles of evaluation

• Research tools and methods

• Channel effectiveness and use of media

• Social media and tools

• Using influencer strategies to multiply the effectiveness

Day 5:

Putting it all together – Effective Delivery in Your Organisation

• A risk-management approach

• Dealing with contingencies

• Winning support - selling ideas to others in the business

• Presenting your case to senior management

• Reading body language and other signals

• Integrating your campaign into your own media and company reporting

• Ensuring that results are seen and credited

• Personal action planning