What you will cover:

• How PR can support planning in your company
• How to write for PR assignments
• How to find your best opportunities in newspapers, magazines, radio, television, cable or video releases
• How to deal with the media
• How to use public relations as a "company crisis solver"
• How to measure success of your PR efforts
• How to target prospects and adapt your message

By the end of this course, delegates will be able to:

• Reposition your organization in the marketplace
• Develop a positive link between the public relations and marketing departments
• See exactly what editors want to say and how to say it to maximize media "pickups"
• Build a network of valuable media contacts
• Generate surefire results from releases, fact sheets, articles, speeches
• Gain management support and budgeting

Learning Objectives

• Reposition Your Organization in the Marketplace
• Develop a Positive Link between the Public Relations and Marketing Departments
• See Exactly What Editors Want to Say and How to Say It to Maximize Media "Pickups"
• Build a Network of Valuable Media Contacts
• Generate Surefire Results from Releases, Fact Sheets, Articles, Speeches
• Gain Management Support and Budgeting

Public Relations-What It Is and How It Impacts the Bottom Line

• Public Relations' Role in Business
• Definition
• Public Relations as Interpreter
• Public Relations as Preconditioner
• Difference between Public Relations and Advertising
• The Diverse Publics of Public Relations
• Public Relations as a Powerful Marketing Tool
• The Broad Scope of Public Relations Activities
• Personal Characteristics of a Public Relations Professional

Effective Writing Skills

• Fundamentals of Public Relations Writing
• Keys to Readability
• News Writing-The Inverted Pyramid
• Purposes of a News Release
• News Release Format
• News Release Style
• News Release Content
• Why Editors Don't Use Some News Releases
• Fact Sheet and Backgrounder
• Feature Story
• Case History
• Roundup Article
• Byliner
• Op-Ed Article
• Biography
• Speechwriting
• Broadcast Writing
• Letter to the Editor
• Overcoming Writer’s Block

Working Effectively with the Media

• Building Good Relations with the Media
• The Avenues of Publicity: Newspapers, Magazines, Radio, and TV
• The Pitch Letter
• The News Kit
• The News Conference
• The Print Interview
• The Broadcast Interview

Dealing with Other Pertinent Publics

• Employee Relations
• Government Relations
• Community Relations
• Consumer Relations

Financial and Investor Relations

CDGA attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.