The Fundamentals of
Public Relations

• To build a robust reputation through trust and transparency into the brand 
• To manage your brand  
• To create PR strategies and impactful campaigns  
• To manage risk and crisis  
• To enhance stakeholder engagement 
• To develop and implement CSR, ESG and sustainability strategies  
• To effectively handle Media relations and press 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 – CSR and Sustainability  

• Setting the scene for current CSR and ESG issues 
• Exploring how CSR and ESG strategies are changing and evolving 
• Social and environmental approaches to CSR 
• Ensuring CSR helps build brand equity, improves reputation, and enhance trust and values 
• CSR as an integral part of your internal communications 
• CSR as a strategic tool to enhance stakeholder engagement 
• Strategies and methods to communicate CSR ideas and programmes 

Case studies: examples of good CSR practices in terms of social and environmental perspectives. 

Day 4 – Risk and Crisis Management 

• Understanding the different types of risk and the benefits of risk management  
• Exploring risk and issues assessment techniques to minimise exposure  
• The importance of crisis management 
• Creating a crisis communications plan  
• Assembling your crisis team  
• Utilising internal communications and leadership during a crisis 
• Implementing reputation management and social monitoring during a crisis    

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 re-framing messages to position your brand effectively

If you are working in PR and communications, in-house or as part of a consultancy, or looking to enter the industry, then this course is perfect in giving you the essential practical tools to handle your role in PR. The training highlights the strategic role and scope of the PR practitioner and provides an excellent grounding in the fundamentals of PR. The course will benefit you whether your role is entry level, evolving, or a more senior role is opening to you. 

In summary, it will appeal to you if you are working in any field of public relations (for example running successful PR campaigns, media relations, internal, external communications, CSR, Sustainability, risk, planning, crisis management, events, or stakeholder engagement). With this course, you can show that you are committed to your professional development and can operate at a strategic level. 

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