Planning And Running SuccessfulPublic Relations Campaigns by Informa Middle East

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A step-by-step guide to getting the most from your PR budget

Top 4 Business Benefits 1. Discover essential steps required to take your organisation’s Public Relations to the highest performance levels analysed and explained by an expert in the business 2. Empower your Public Relations skills with key factors that build reputation and successful business relationships, especially under budget restraints 3. Double the impact of your Public Relations activities on your organisation’s reputation, relationships and performance Organised by:

4. Enhance your position within your organisation by gaining support and respect from management

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27 – 30 October 2013 The Address Hotel Dubai Marina, Dubai, UAE Follow us on: www.twitter.com/iirmiddleeast www.facebook.com/iirmiddleeast www.youtube.com/iirmiddleeast

www.iirme.com/prcampaigns

Planning And Running Successful PR Campaigns

27 – 30 October 2013 The Address Hotel Dubai Marina, Dubai, UAE

Course Timings Registration will be at 7.30 on Day One. Course sessions will start promptly at 8.00 and end at 14.30. There will be two short breaks for refreshments at appropriate times and lunch will be served at the end of each day’s sessions. Course Objectives And Outline Planning And Running Successful Public Relations Campaigns is a step by step workshop that will guide you through all the essential factors in planning and running Public Relations programmes that will win the maximum corporate and marketing success. The aim of this course is to ensure that you learn best practice. Completing the four days will give you a clearer view of the breadth of Public Relations – as well as the skills and the techniques to put this expertise into effect within your own organisation. The course is built around 12 core sectors using many case studies and practical examples both from the course leader’s personal experience and from the broader worlds of public relations and business success. You will get every PowerPoint slide used in the four days, plus over 50 pages of detailed course notes and checklists. Part of your course material will be a copy of Roger Haywood’s best selling book, “Manage your Reputation”. Attend this highly-rated practical course and learn essential techniques to: • Get the maximum from your Public Relations budget to win corporate success • Win the active backing of all your top managers, staff and all stakeholders • Discover the 12 core steps you need to plan any Public Relations activity • Understand how and where you can make the biggest corporate impact • Use simple strategies to win the support of top managers and all staff • Use techniques to move your organisation ahead of your competitors • Manage those issues that will make your organisation admired • Win goodwill and powerful support when challenged by damaging crises • Deal quickly and effectively with any crisis your organisation might face • Learn why communications and media are only part of Public Relations Course Methodology Throughout the course, there will be case studies, work anecdotes, special tutorials, group exercises, tests, delegate reviews and discussions based on your experience. You will also have the opportunity to ask the course leader for personal and confidential advice both during the four days and after the event. The course focuses on 12 central sectors that can be applied to all Public Relations activities. Each is explored carefully and explained logically with plenty of opportunity for your questions and discussions. Many case studies illustrate how the principles work in real organisations. A key feature of the course leader’s training approach is to illustrate how it went right – or wrong – with examples, many from his own working experience. Case studies: Roger will analyse the role Public Relations has played in many high profile cases, both positive and negative, such as: • Why Ford and Firestone missed a key Public Relations rule and got into conflict over a life-threatening safety issue

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• How General Electric reversed a decision when a product proved to be unsafe and won worldwide government and industry acclaim • What a small electric manufacturer Heatrae Sadia, spotted that the big industry names missed and doubled sales • How Sainsbury’s won public approval, built its market position and increased sales through an issues audit • What made Mercedes risk its reputation when it withdrew a dangerous vehicle, winning it positive media support • How BP turned a crisis into a tragedy and managed to prolong the problems, paying a massive price in its ruined reputation, sales and corporate value • What PR analysis changed Amnesty International policies to improve their performance, relationships with government and effectives

Day One Campaign Aims And Objectives • Why every programme must be working to agreed objectives • How to develop your measurable and realistic objectives • Why starting from simple aims can be a good approach Policies And Strategies Public Relations is much more than just what the organisation says. It is all about what it does – its policies and its promises. No one will believe for long what any organisation says if it is not matched by its performance. This is why serious, ethical, written policies really matter. Being down the corridor putting out news releases is no longer good enough. Audiences And Messages • Who are you trying to reach, influence, convince and persuade? • Are these the audiences that matter to the directors and all other stakeholders? • What do you want them to know and believe about your organisation? Performance Measures When all is done, how will you tell if it was worth the effort? What did you achieve and is this what the bosses wanted? Learn some invaluable techniques to ensure you get top support for your next proposed campaign.

Day Two The Issues Audit What is coming up over the horizon that might affect what your organisation is planning? Your job is to make sure management knows the likely future. That means knowing what may threaten your plans - or give you major competitive PR opportunities. Crises And Crisis Management With good planning, no organisation should be taken by surprise. Good Public Relations professionals plan for crises before they arrive – and this means management can win praise and support, even from the media, industry associations and competitors.

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Supporting And Engaging Management • Do you know exactly what management is trying to achieve, and why? • Does management know just how effectively you can support their aims? • Can you offer advanced techniques to ensure PR gets support from the top? Public Relations Resources • Plan the activity. Calculate the financial and manpower resources you may need • When and how your organisation should use consultancy – it’s vital to understand whether you are in-house or in consultancy

Day Three Communications Activities Analytical skills are essential to decide the needs of different organisations and how best to get the right messages over to them. Integrated programmes can be designed to reach all the audiences in planned priority order: • Public Relations overview • Internal relations • External relations • Operating partners • Corporate stakeholders • Government and industry bodies • Investors and shareholders • Product, marketing and sales Feedback And Fine Tuning During and at the end of each campaign, research needs to be undertaken to evaluate the effectiveness of the action in achieving the objectives. Be bold and confident. Why you should never be frightened of being accountable, as this is the route to success, greater support and even bigger opportunities. • Providing feedback to management to win PR credibility and future support

Day Four Media Relations All Public Relations managers need to understand the continuing changes in the media and their impact. Each needs to be used to its strengths in reaching key audiences with varied messages that will be consistent overall. You need to keep up and be ahead of changes – so you can advise management intelligently. • Print and broadcasting • Word of mouth communications • Online, website and internet • Social sites and viral initiatives Media Management When and how to use different media techniques are important decisions to be made by the public relations head. In the course you will discuss your ideas and your course leader will test your judgements and skills. • The news story • Exclusive initiatives • Events and facility visits • Interviews and briefings • Third party endorsements • Expert comments and support

MeetYour YourExpert ExpertCourse CourseDirector Leader Meet Roger Haywood Author, Industry Leader And Chief Executive Issues Managers, UK Dr Roger Haywood changed Public Relations from a communications technique to a corporate strategic discipline through creating the concept of issues management. He is a broadcaster, lecturer and author who has advised some of the world’s largest and most successful organisations in both business and non-profit areas in Public Relations, marketing, advertising, business communications and public opinion. In recent years he has become the UK’s leading issues analyst, looking at the factors behind both business success and the media reporting of business activities. No other course in the world offers the expertise to master this powerful and low-cost strategic technique. He has developed leading edge workshops and seminars, presented around the world, covering detailed training programmes on how to manage corporate reputation, business communications, branding and corporate relationships. Some of the organisations he has advised include Bentley, Cadbury, Compaq, Cranfield University School of Management, Electrolux, the European Commission, the First Transport Group, General Electric, ICI, Rolls Royce and Unilever. Roger founded and chaired the world’s largest network of business communications consultancies, the Worldcom Group Incorporate. He also formed the Public Relations Standards Council, an independent educational advisory body set up to develop standards for Public Relations. He also chaired and is a fellow of both the Chartered Institute of Marketing (the world’s largest body of marketing professionals) and the Chartered Institute of Public Relations – the only person to hold both industry positions. In 2006, Haywood was awarded an honorary doctorate of letters by University College, London, for his work in corporate reputation, education, training and social responsibility. He has written several books on business including All about Public Relations, published by McGraw-Hill, which is believed to be the best selling text on the subject. He also wrote “Manage Your Reputation, Public Relations for Marketing Professionals”, and “Corporate Reputation, the Brand and the Bottom Line”.

Would you like to run this course in-house?

Who Should Attend? The in-house training division of IIR Middle East

This course has been designed specifically for middle to senior level Public Relations professionals who wish to further their Public Relations and communication skills including: Public Relations (PR) Directors, PR Managers, Corporate Communications Managers and Directors of

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Government Relations and Public Affairs

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Planning And Running Successful PR Campaigns 27 – 30 October 2013 • The Address Hotel Dubai Marina, Dubai, UAE

FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

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DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com BC4764 Event

Course Fee Before 11 August 2013

Course Fee Before 1 September 2013

Final Fee

Planning And Running Successful PR Campaigns 27 – 30 October 2013

US$ 3,895

US$ 4,395

US$ 4,695

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

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