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The field of public relations has changed with the evolution of computers and the speed with which information can spread. However, the need for public relations to be clear, concise, and accurate while being completely appropriate for the situation has not changed however. In this comprehensive course, learn how to determine the type of information required, to approach PR strategically, create compelling releases, and manage your media relations.

This two-day workshop will help teach participants how to:
  • Apply the different purposes to strategic vs. tactical PR
  • Design a PR strategy
  • Develop strong relationships with reporters and journalists
  • Take their communication skills to a higher level


Public Relations

In this session, participants will explore what public relations is all about and why it is important.

Building Your PR Plan

This session begins with a checklist of essential elements for a PR plan. Then, individual steps of the plan (including defining the goal, selecting your strategy, and defining benchmarks) are covered. Students will also have an opportunity to practice creating a PR plan.

Structuring Messages

This session focuses on building a media image and creating strong, positive messages. Media kits are also covered.

Establishing Media Guidelines

Next, participants will learn what media guidelines are all about and how to choose a spokesperson.

Managing the Media

In this session, participants will learn how to build relationships with the media. Topics include developing sound bites, answering tough questions, and what to do when you have no comment.

The Press Release

This session is all about writing a press release that gets your company noticed in the right way.

PR and the Crisis

Next, participants will learn about a slightly different aspect of public relations: managing a crisis.

Social Media and Public Relations

The final session of this course will explore the role of social media in public relations.

Workshop Wrap-Up
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Our focus is on the development of real skills and practical solutions that are easy to apply immediately following the training session.  Our programs are high impact and interactive sessions that are devoted to getting participants to reach peak performance.  Real skills are sustainable, hype is short-lived. 

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People are essential to the growth and success of any business.  The greatest asset that any company has is the abilities of its team.  Leading organizations understand that effective and consistent training will ensure continuous success and growth.

Effective training is focused on enhancing the inherent skills of an individual. It provides solutions that will increase productivity, performance and even personal growth, such as: behaviours, communication skills, better business practices and increased motivation. ...

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