Details

• To build on existing knowledge of Strategic Public Relations
• To apply the tactical skills required for working in Strategic Public Relations
• To capitalise on developments in technology
• To manage the key aspects of protocol
• To learn tips, tools and techniques to arrange business travel
• To meet the expectation of those involved in protocol and travel arrangements

Program Objectives:

The program will cover:
Protocol & Diplomacy -Key concepts such as protocol, etiquette and ceremonial arrangements - Precedence and its Criteria
- Seating Arrangements for Events - Protocol at the Table
- Organization of Press Conferences
- Organization of Official Visits
- Organization of Ceremonies  Planning and managing PR campaigns
  Measuring and evaluating PR
Stakeholder engagement
 Practical public affairs
  Reputation management
  Risk issues management and crisis

Conference Profile

What is PR  Public Relations?

• Objectives and key elements of Public Relations
• Importance, benefits and challenges of Public Relations management
• How PR differs from marketing, advertising and sales
• Advantages and disadvantages of all PR options
• Importance of PR internally

PR channels

• Print media and its current and likely future role in PR
• Television and the impact it can have
• Radio - relying on voice only
• Mobile technology and increasing accessibility
• Social media and multi-media - growth, complexity and impact

Writing for all media

• What makes a good story?
• How to win and keep reader attention
• Writing for print: marketing materials, news, features, editorial and letters
• Press releases which are published not ignored
• Writing effectively for electronic media

Target markets

• Requirements of target audiences and stakeholders
• What are your competitors doing and how successfully?
• 15 different types of research to find out the answers
• Identifying the most appropriate way to reach your audiences
• Pitfalls to avoid on messages and content

PR events and activities

• Organising, preparing for and delivering presentations
• Visits to your organisation by media and journalists
• Lobbying: advantages, risks and impact
• Sponsorship: maximising return on investment (ROI)
• Corporate social responsibility

The right documents, at the right time, in the right place

• Organising passports, processing visas and overcoming the complexities and problems
• Compliance with entry requirements and immigration rules
• Ensuring the health, safety and security of staff and visitors
• Booking tickets; timetables; time differences; holidays; cancellations
• Airport procedures, requirements and duties

Accommodation and international travel requirements

• Factors to chose and book the most appropriate hotel and rooms
• Customer and protocol requirements; preferred hotels list; change in plans; families
• Car transport; tolls; parking; rental; security; motorcades
• Meeting the demands of business travel: payment methods and exchange rates
• Methods to research all possible options and prioritise the best

Exhibitions, conferences, visits and events  nationally and internationally

• Planning and organising events, conferences and visits
• Organising, exhibiting at or attending exhibitions
• Trade visits and the protocol for them
• Greeting foreign dignitaries, flying flags correctly and meeting expectations
• Order of precedence for official ceremonies

Who should attend?

• Protocol officers
• Travel offices
• Travel executives
• Public relations officers
• Public relations executives
• Public Relations researchers
• Those responsible for protocol, travel and accommodation
• Those in PR in public sector, private sector and not-for-profit organisations
• Those in PR at the national, regional and community level
• Those working for international, global or supranational organisations