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160 search results for: knowledge

41

Measuring and Evaluating PR Campaigns

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Summary:

PR is coming under increasing scrutiny from clients and management to be accountable and prove its worth. At the same time some of the traditional methods of evaluating a PR campaign are being dismissed as lightweight and ineffective. Add in to the mix the many new theories and methods of measuring the impact of a PR campaign and it is clear that effective evaluation of PR is a vital piece of knowledge for a PR practitioner. This PRCA Webinar is an intensive and highly practical session.

Event Overview

How attendees will benefit
Attendees will:

  • Gain an overview on the latest thinking in evaluation and what is available
  • Understand how to apply it to your campaigns
  • Understand how to make it an integral piece of your management

Who should attend
This course is aimed at all levels who would like to develop their understanding in measuring and evaluating PR campaigns.

What attendees will learn

  • Why evaluate? And the need to have it at the heart of everything you do
  • The common pitfalls of evaluation and how to avoid them

Trainer: Steve Dunne FPRCA

42

Gaining Coverage in a Digital Media World

/in

Summary:

With MailOnline, the world’s largest English-language newspaper website reaching 229 million monthly global unique browsers and with the Huffington Post generating over one million comments on its site a month there is no doubt about it – online news is more popular than traditional newspapers.

Add into the mix the Independent become the first national newspaper title to move to a digital-only future accompanied by a plethoria of magazines and media titles beefing up their digital offering and it’s plain to see – gaining coverage in the digital media is a vital skill set for any PR professional.

Event Overview

The demands of the digital media are different to the traditional channels. Digital age journalists have very different needs for their stories. Word counts, sound, movement and the way the reader takes on content has changed the game completely.

How attendees will benefit?
Attendees will gain an understanding in:

  • What’s out there in media websites and how they differ from their offline sisters.
  • The different demands of some of the key players
  • How a digital media platform works
  • Timings and formats and the best times to “sell in” your content.
  • The key ingredients for a story that will appeal to a digital journalist.
  • Typical word counts for news releases and how to write digital news releases
  • Using sound files with your story
  • Using visuals in video and infographic formats to gain greater screen estate
  • How to get backlinks from your content on targeted media to your website
  • Making the most of the comments section and harnessing the readers natural traction.

Who should attend?
This course is aimed at account executives and account managers who would like to develop the skills and knowledge to increase coverage for their company or client in the digital media.

Trainer: Steve Dunne FPRCA

43

Introduction to Public Affairs

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Summary:

The PRCA is offering a course for those who would like to gain an insight into public affairs work.

Event Overview

How will attendees benefit
Attendees will gain:

  • A comprehensive introduction into the discipline of public affairs
  • Practical advice on lobbying, within an ethical framework
  • Knowledge of where to source key information
  • An understanding of parliamentary processes

Who should attend
This workshop is aimed at those just starting out in public affairs, or those with up to two years experience.  It is also suitable for public relations professionals who want to get an overview of public affairs as a distinct discipline.

What attendees will learn

  • Parliamentary and political monitoring
  • Information sources – online
  • Basic political stakeholder map
  • Basic Parliamentary procedure
  • Regulation and ethics
  • Networking

Materials
Attendees will receive a copy of the presentation.

Trainer: Lionel Zetter FPRCA 

44

Building an Internal Communications Campaign that Works

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Summary:

How attendees will benefit

This webinar is designed for beginner-to-intermediate communicators. It will give you the knowledge and confidence to develop a low-cost, effective internal communications and engagement campaign.

Event Overview

What attendees will learn:

The webinar will overview the key components required to design a campaign, focusing on insight, setting SMART objectives, audience segmentation and evaluation.

To bring this to life, the webinar will overview a campaign planning template and refer to a range of recent award-winning campaigns to discover what works well and why.

Following the webinar, you will be sent:

  • Webinar slides
  • Templates
  • Copies of case studies
  • Relevant reports and guidance
  • Have opportunity for follow up conversations with trainer about specific campaign challenges

Trainer: Paul Inglefield MPRCA

45

Behavioural Economics – The science behind successful PR

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Summary:

‘People tend to believe that the ideas which come to mind most readily are the most important… the principal determinant is the extent of media coverage’. So says Daniel Kahneman, a Nobel prize-winner and one of the ‘fathers’ of the new science of Behavioural Economics. We all know that PR works. So do our clients. But exactly how does PR produce its business effects? At last, Behavioural Economics is beginning to provide a scientific explanation. This online seminar describes the discoveries of BE and how we can use them in winning new business and in making our client relationships more profitable and longer-lasting.

Event Overview

Delegates will learn about:

  • The insights of BE experts like Kahneman, Cialis, Thaler, Sunstein, Gigerenzer, Ariely.
  • Some basic BE tools and techniques: Prospect Theory, Primary Error, the Endowment Effect, Framing, Availability, the Halo Effect, Anchoring, Choice Architecture.
  • How to apply BE to new business presentations.
  • How to use BE in managing client relationships.
  • How to use BE on behalf of clients in PR programme design.

Delegates will benefit from this webinar by:

  • Gaining a new perspective on how clients choose agencies.
  • Seeing how BE can help us manage relationships with clients and seniors more successfully.
  • Acquiring the basics of some new techniques to use in our PR programme design toolkits.
  • Learning some basic BE insights for use in planning discussions with clients and seniors.
  • Acquiring knowledge to enlarge the scientific basis of public relations and public affairs.

The webinar avoids jargon and uses practical examples from BE research as illustrations.

Trainer: Adrian Wheeler FPRCA

46

Crisis Management

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Summary:

Some expertise in crisis management is an essential ingredient of a PR consultant’s professional armoury. But it can be a complex subject, especially when developing a crisis communications plan and dealing with the psychologies that come into play when bosses are under intense pressure and dozens of different audiences are demanding immediate information.

During more than two decades of planning for and handling a series of crises, Michael Bland has developed a ‘quick fix’ training programme which helps the experienced and the inexperienced alike with a series of practical checklists. These have been tested under fire and enable the PR professional to hit the ground running.

Event Overview

How attendees will benefit

Attendees will:

  • Gain a thorough understanding of crisis and issuesdynamics
  • Gain an understanding the psychology of communication and its role in crisis management
  • Build knowledge about how to prepare, plan and train most effectively
  • Be equipped with a list of actions to take in a crisis
  • Gain methods for achieving client/top management buy-in

Who Should Attend

This course is aimed at all levels who would like to learn about crisis management or refresh their skills in this area.

What attendees will learn

  • The preparation process: developing a plan which works in practice.
  • Action checklist: what to do when it happens.
  • Strategy checklist.
  • Communication psychology in a crisis.
  • Achieving client buy-in: you might know the right way to behave in a crisis, but do they?

Trainer: Nickie Aiken MPRCA

47

Measuring and Evaluating PR Campaigns

/in

Summary:

PR is coming under increasing scrutiny from clients and management to be accountable and prove its worth. At the same time some of the traditional methods of evaluating a PR campaign are being dismissed as lightweight and ineffective. Add in to the mix the many new theories and methods of measuring the impact of a PR campaign and it is clear that effective evaluation of PR is a vital piece of knowledge for a PR practitioner. This PRCA Webinar is an intensive and highly practical session.

Event Overview

How attendees will benefit
Attendees will:

  • Gain an overview on the latest thinking in evaluation and what is available
  • Understand how to apply it to your campaigns
  • Understand how to make it an integral piece of your management

Who should attend
This course is aimed at all levels who would like to develop their understanding in measuring and evaluating PR campaigns.

What attendees will learn

  • Why evaluate? And the need to have it at the heart of everything you do
  • The common pitfalls of evaluation and how to avoid them

Trainer: Steve Dunne FPRCA

48

Translation, Localisation, and Transcreation Workshop

/in

Summary:

Understand the processes and procedures involved in translation, localisation and transcreation. Transcreation is a broadly misunderstood term that means different things to different people. Companies that choose to transcreate their brand messages and materials ensure that audiences the world over experience the same emotional reactions to their brand. We will explain how transcreation takes translation further than the adaptation of content in one language to another whilst protecting the meaning of the words. We will talk though how it brings together marketing, linguistics, creative copywriting and design, taking account of tone, nuance, colour and style.

Event Overview

Who should attend?

This workshop is aimed at non-linguist Project and Product Managers across all sectors and those working on multi-territory research, marketing, PR and communications campaigns that are responsible for managing projects requiring translation, localisation or transcreation.

What attendees will learn:

How to manage a successful project – The Translation process

•         Timings – Briefing; Proof-reading: Revision Cycles; Reviews

•         Translation is not an exact science. How do you judge/reconcile on what is the ‘best’ translation when translators disagree?

•         Back translation – Why do it and is it worth it?  Impact on budgets

•         Source Materials and Content Formats – From simple Word documents through the translation of InDesign and HTML with numerous dependent files, to transcribing and providing time coded subtitles for video and the immediacy of social media – what challenges could you face?

•         Desktop Publishing and Digital & Social Content

•         Imagery – considerations for what is acceptable in different cultures

•         Translation Management Systems and their advantages to your project

•         Quality & Standards

•         Translation Memories and Bilingual Tables – What are they, how do they help and who owns them? Risk of knowledge transfer and secrecy issues

•         Machine Translation

•         Compliance – Issues faced in industries such as Pharmaceutical, Legal and Financial

•         Budgets

Trainer: Russell Goldsmith MPRCA

49

Introduction to Public Affairs

/in

Summary:

The PRCA is offering a course for those who would like to gain an insight into public affairs work.

Event Overview

How will attendees benefit
Attendees will gain:

  • A comprehensive introduction into the discipline of public affairs
  • Practical advice on lobbying, within an ethical framework
  • Knowledge of where to source key information
  • An understanding of parliamentary processes

Who should attend
This workshop is aimed at those just starting out in public affairs, or those with up to two years experience.  It is also suitable for public relations professionals who want to get an overview of public affairs as a distinct discipline.

What attendees will learn

  • Parliamentary and political monitoring
  • Information sources – online
  • Basic political stakeholder map
  • Basic Parliamentary procedure
  • Regulation and ethics
  • Networking

Materials
Attendees will receive a copy of the presentation.

Trainer: Lionel Zetter FPRCA

50

Gaining Coverage in a Digital Media World

/in

Summary:

With MailOnline, the world’s largest English-language newspaper website reaching 229 million monthly global unique browsers and with the Huffington Post generating over one million comments on its site a month there is no doubt about it – online news is more popular than traditional newspapers.

Add into the mix the Independent become the first national newspaper title to move to a digital-only future accompanied by a plethoria of magazines and media titles beefing up their digital offering and it’s plain to see – gaining coverage in the digital media is a vital skill set for any PR professional.

Event Overview

The demands of the digital media are different to the traditional channels. Digital age journalists have very different needs for their stories. Word counts, sound, movement and the way the reader takes on content has changed the game completely.

How attendees will benefit?
Attendees will gain an understanding in:

  • What’s out there in media websites and how they differ from their offline sisters.
  • The different demands of some of the key players
  • How a digital media platform works
  • Timings and formats and the best times to “sell in” your content.
  • The key ingredients for a story that will appeal to a digital journalist.
  • Typical word counts for news releases and how to write digital news releases
  • Using sound files with your story
  • Using visuals in video and infographic formats to gain greater screen estate
  • How to get backlinks from your content on targeted media to your website
  • Making the most of the comments section and harnessing the readers natural traction.

Who should attend?
This course is aimed at account executives and account managers who would like to develop the skills and knowledge to increase coverage for their company or client in the digital media.

Trainer: Steve Dunne FPRCA