Branding and Media Skills
for PR Professionals

• Build reputation through trust and transparency into the brand
• Develop a strategy from product to brand
• Gain insight into tools for strategic and financial analysis, to help the process of decision making and setting appropriate goals and objectives
• Grow brand equity and competitor advantage
• Deliver a presentation that leaves lasting positive impressions
• Strategise communication campaigns

Day 1 – Branding and Reputation Management  

• Creating effective strategies to build your product or service into a desirable brand 
• Understanding how the visual tangible and non-physical intangible elements of the brand shape perception  
• Delving deeper into the intangibles: how they impact the reputation and create meaning and identity for the brand 
• Exploring reputation management strategies 
• Communication strategies for positioning your brand to create loyalty and trust 

Day 2 – PR Strategies and Campaigns  

• Establishing your PR goals and objectives 
• Creating successful internal communications strategies, to gain maximum engagement 
• Identifying your external audiences, and establishing engagement  
• Using SMART objectives to achieve your PR goals 
• Planning your budgeting, in terms of human and other resources, for the best outcomes 
• Evaluating and measuring the success of your campaigns 

Day 3 – Presenting and Pitching Skills  

• Creating a strong and positive first impression 
• Understanding and using body language to create impact, style and influence 
• Using your voice to create impact and emphasis 
• Understanding your audience, building trust and rapport  
• Listening and applying emotional intelligence 
• Keeping to message 
• Anticipating questions and preparing answers 

Day 4 – Analytical tools for PR professionals  

• Understanding financial analysis tools 
• Exploring competitor analysis to gain competitor advantage 
• Exploring strategic insights, by applying Five Forces industry analysis 
• Using strategic macroeconomic analysis (PESTEL) to manage decision making around the external environmental trends 
• Applying the strategic tool of the value chain to analyse internal activities and understanding which goals are the most valuable 
• Utilising win/loss strategic analysis to de-construct how companies market and sell their products and services. 

 Day 5 – Media Relations and Press Release Writing    

• Exploring the different types of media  
• Understanding how to create your media contact list and building your relationship with journalists 
• Writing persuasive and compelling press releases 
• Making your press release stand out from the crowd and getting the timing right  
• Developing media strategies that produce results 
• Framing and reframing messages to position your brand effectively 

It is ideal for anyone working in branding who would like to create a strategic approach to communications through the various media platforms. This course helps you develop your skills as a well-equipped public relations practitioner, with the ability to think critically and communicate effectively.

LSPR Professional Development Diploma. The Diploma is recognised by the: Continuing Professional Development (CPD) Certification Service: www.cpduk.co.uk