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Chartered Welcome Institute of Public relations

training 2013

Workshops bespoke 1 // CIPR training 2013

book online today Or call

+44 (0) 20 7631 6900

Contents 3




4 PR Introductions 5

Writing and Editorial


Media relations

6 Social media and digital 7

planning, research and evaluation

7 Crisis and reputation management 8 People and client management 8 Specialist: Internal communication, employee engagement and public affairs 9 Personal development 9 BESPOKE TRAINING

Save 10% Book three or more workshops at any one time and save 10% with promotional code ‘multiple’. (Cannot be used in conjunction with any other offer)

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Welcome Never has it been more important for public relations practitioners to commit to professional development. In a fast-changing world, individuals need to stay ahead to reach their career potential and employers need to be assured that their PR staff have the right skills for business and organisational success. At the CIPR we put professional development at the heart of all we do and we work closely with PR professionals and industry experts to shape and enhance our training. I’m very proud indeed to introduce our 2013 workshop programme.

CIPR WORKSHOPS Our extensive programme of training workshops is designed to equip you with the core skills you need to operate effectively in public relations – whether you are new to the profession, managing campaigns and people for the first time or seeking to develop your strategic leadership skills. If you need advice on the most appropriate workshops for you or your team or you’d like to discuss flexible training options, contact the training team today: +44 (0)20 7631 6900

Jane Wilson MCIPR CEO, Chartered Institute of Public Relations

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Workshops // PR Introductions Introduction to Event Management // New This workshop offers practical guidance on the event management cycle from research and planning to execution and evaluation. It provides tips and practical advice on how to manage and communicate with clients and stakeholders in preparation for an event.

Introduction to Internal Communication This workshop provides the basic knowledge needed to work in the field of internal communication. It explores the role of internal communication as part of the broader communications mix and how it makes a positive contribution to the performance of any organisation.

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Introduction to Public Relations The aim of this two-day workshop is to provide you with a solid grounding in public relations. Including campaign design, best practice and media relations, this interactive workshop will help you to understand the role public relations plays in organisations and introduce you to a range of today’s communication tools. Also available online

Introduction to PR Strategy and Planning Campaigns // New This workshop will show you how to pull together a professional, strategic PR campaign from scratch. You will learn how to follow a step-by-step process from taking a brief to finalising plans and getting sign-off.

Social Media: Introduction // New This workshop will provide an overview of all the key platforms: Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, Instagram and Quora as well as how to create a presence on each network and some highly effective tips and techniques for getting the most out of them. It will also give you an introductory primer on social media measurement.

Workshops // Writing and Editorial Business Writing Skills // New This workshop demonstrates how to adapt your writing style to the business environment and how to structure and write a variety of business communications. From emails and memos to briefing papers and reports, it will help you to develop a writing style that is professional and easy to understand.

Mastering the Art of Copywriting // New This interactive two-day workshop looks at how copywriting differs from press release and business writing and provides you with a new set of skills. You will learn to focus on messages, audience and style in order to produce effective, memorable copy.

Writing Better Press Releases Good Grammar and Proofreading Skills // New This interactive workshop helps you to understand the basic rules of grammar in order to ensure the highest levels of professionalism and presentation in all published material. It provides practical advice on how to spot common errors and inconsistencies and shows you how to indicate them clearly on documents.

This workshop will show you how to write effective news releases that communicate your organisation’s messages and help to build their reputation.

Writing for Impact and Creativity // New This workshop helps you to tap into your creativity and incorporate it into everyday writing tasks. It will also offer advice and techniques on how to overcome writer’s block and approach writing in a more structured and effective way.

Writing for Newsletters and Magazines This practical workshop shows you how to produce interesting, engaging publications that people want to read.

Writing Skills for PR This workshop outlines the principles of effective writing and demonstrates how to apply them to everyday public relations writing tasks. It provides an introduction to different writing styles and practical advice on how to adapt them for different purposes, including news releases, feature articles and online posts.

Writing Skills in Practice This workshop will enable you to practise and enhance your writing skills. It involves a full day working on standard and customised writing tasks in an environment of constructive feedback and with references to best practice.

Really enjoyable workshop – very informative but also fun! Pushed me out of my comfort zone and boosted my confidence. Thank you! Alexandra Cloney ACIPR Account Executive, BCM Public Relations (Writing better press releases)

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Workshops // Media relations

// Social media and digital

Handling Media Interviews

Digital Marketing

This workshop will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It is the perfect way to ready yourself and your spokespeople for media interviews, whether print or broadcast.

This workshop provides comprehensive insight into digital marketing and shows you how digital marketing activities can be integrated, simply and successfully, with more established public relations strategies.

Google Analytics Selling-in your Stories This workshop will help to build your confidence so you can get a journalist’s attention, whether you are making contact by phone or by email. It will also help you get to grips with what journalists are looking for in a story so you can provide content that works for your organisation and build your reputation as a communications professional.

Working with the Media This workshop will increase your knowledge of how the media operates so that you can develop an effective media strategy for your organisation, whether you are working in the public, private or notfor-profit sector.

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This workshop lifts the lid on Google Analytics for public relations professionals. It provides an introduction to data-driven PR and an insight into how to use Google Analytics to measure and prove the value of PR and social media activity.

Public Relations & SEO This workshop provides a detailed and practical examination of exactly what factors really do have an influence on search result rankings. It also provides a thorough grounding in the tools needed to make informed decisions about search, PR and content strategies.

How to Create Video Content for the Web

Social Media: Advanced // New

This practical two-day workshop will give you the knowledge and skills to shoot, edit and upload quality video to get your messages across.

This workshop will examine how to integrate social media into the overall communications and marketing mix and provide detailed insight into best practice techniques for planning, managing and evaluating social media and overall digital marketing activity.

Social Media: Introduction // New This workshop will provide an overview of all the key platforms: Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, Instagram and Quora as well as how to create a presence on each network and some highly effective tips and techniques for getting the most out of them. It will also give you an introductory primer on social media measurement.

Social Media: Intermediate // New This workshop will provide insight into the most cost effective tools and techniques to use to plan, manage and evaluate social media activity as well as how it can be incorporated into broader public relations and communication activity.

Social Media in PR This workshop will provide practical insight into how journalists and news outlets use social media for their work and how public relations and communications professionals can engage with them on these platforms.

An excellent, well planned presentation with an engaging workshop leader. Gabrielle Lawson Communications and Events Co-ordinator University of London (Working with the media)

Workshops // planning, research and evaluation

// Crisis and reputation

Creating a PR Strategy

Stakeholder Engagement

Crisis and Issues Management

This workshop establishes the importance of strategy in developing public relations plans and programmes and in implementing and managing public relations activities. Not only will you look at practical ways in which a PR strategy can be created, but you see how public relations can become an integral part of corporate strategy.

This workshop outlines the notion of a stakeholder and describes best practice in how to engage with stakeholders in order to achieve organisational goals.

You will learn to identify the risks that face all organisations and how to prevent them from escalating into reputationthreatening crises. This workshop also outlines tactics for effective communication during crisis response.

Measuring and Evaluating PR This workshop will bring you up to date on the latest developments and guidance on planning and measurement. It will take you through the process of setting objectives and choosing the right measures. It will help you to advise your organisation on the importance of linking PR campaigns to business objectives, to explain why AVE is a discredited measure and why research is the foundation for planning PR campaigns.

Planning and Managing PR Campaigns This workshop will provide you with a basic understanding of what is involved in public relations campaign management.

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The Role of Psychology in Campaign Design This workshop illustrates how psychology can increase the impact of your campaigns on the attitudes and behaviours of your stakeholders. It will show you how to use psychological principles to segment your audience effectively, grab their attention and influence how they feel and act towards your brand.

Crisis Communications This workshop helps you to develop the skills and confidence to deal with major incidents. It explores the nature of crises and shows how to develop workable crisis response strategies at individual and organisational level.

Reputation Management Introduction to PR Strategy and Planning Campaigns // New This workshop will show you how to pull together a professional, strategic PR campaign from scratch. You will learn how to follow a step-by-step process from taking a brief to finalising plans and getting sign-off.

This workshop encourages you to consider the role of public relations in reputation management. You will look at some of the issues surrounding it: What can we do to manage performance? How do you build up and maintain a good reputation? Can you turn around a bad reputation?

Excellent, informative workshop – interactive with points illustrated through useful case studies. Nuala Ryan Senior Press Officer The Co-operative Banking Group (Crisis & issues management)

Workshops // People and client management

Specialist // Internal communication, employee engagement and public affairs

Account Management

Change Communication

Practical Public Affairs

If you are moving into PR management, this workshop will help you to take control and responsibility for shaping and delivering PR campaigns. It provides strategies to keep you on top of your workload, help you manage and motivate junior staff and plan and track campaigns.

This workshop provides practical guidance, techniques and real world examples of communicating change to internal audiences. Drawing heavily on psychological research, it challenges the myth that people do not like change and highlights the real sources of resistance and how they can be overcome.

This workshop will provide a broad insight into the skills required for lobbying and political communication, dispelling myths and developing practical skills in public affairs.

Strategic PR Management This workshop examines selfmanagement and the role of emotional intelligence and personal effectiveness in managing individuals and teams. It focuses on motivation and managing underperformance as well as dealing with difficult people.

Communication and Culture This workshop shows you how to identify organisational cultures and how to develop a high engagement culture. It explains how national cultures are formed and communicated and the role that leadership plays in determining culture.

Introduction to Internal Communication This workshop provides the basic knowledge needed to work in the field of internal communication. It explores the role of internal communication as part of the broader communications mix and how it makes a positive contribution to the performance of any organisation.

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Strategic Internal Communication This workshop demonstrates how engaging with senior teams and building line manager capability connects employees with organisational goals. Improving engagement correlates with improving performance.

Workshops // Personal development


Assert Yourself

If you are looking for group training, need a workshop that is industry specific or are seeking a corporate programme designed to help you achieve your organisational goals and objectives, our bespoke training is the ideal solution.

This workshop will help you to develop a credible communication style and provide you with the tools to become more confident and assertive.

Presentation Skills and Public Speaking This workshop will help you to become more confident when speaking in front of audiences. It enables you to practise newly-acquired techniques in a supportive environment and receive professional coaching and constructive feedback.

We have successfully delivered bespoke training for a diverse range of clients in both the private and public sectors including BAE Systems, First Group, Hanover, NHS and McDonald’s to name a few. Contact the training team to discuss the options or arrange a bespoke workshop. +44 (0)20 7631 6900

A very useful day’s training for all our management team. The chance to reflect on everything from team behaviours to long-term vision and how to get there was invaluable. Nikki da Costa MCIPR Managing Director Public Affairs, Bellenden (Bespoke workshop)

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Jonathan Boddy FCIPR


Linda Cressey MCIPR

Catalyst Communications

Positive Impact Communications and Training

Cicada Communications

Freelance Consultant

A vastly experienced public relations professional, Jonathan has worked in the fields of Media, Presentation and Crisis Communication consultancy and training for over 15 years. His work covers communications around many of the aspects of business life – from the launch of new companies and products to managing communications around closure and redundancy.

Di Burton is the managing director of Cicada Communications, which she founded in 1987. She advises at board level on leadership issues and stakeholder management for a range of blue chip organisations and undertakes public affairs work. For the past 15 years she has been directing the MA in Public Communication programme for the Government Communication Network (GCN) at Leeds Trinity University College, where she is a Consultant Partner.

Linda is an independent consultant – specialising in presentation skills, management and personal development training, public relations and fundraising training & consultancy. Prior to becoming a trainer and establishing her own company in 2000, Linda was employed for 12 years as a Fundraising Manager for the national children’s charity ChildLine.

Caroline Black FCIPR

Tricia Boyd FCIPR

Magnus Carter MCIPR

Freelance consultant

Caroline is a highly experienced communications specialist who started her career in advertising with Publicis working for WH Smith, Mars and Pedigree Petfoods. She then switched to the client side as PR Manager for Guinness Brewing. She subsequently moved into PR consultancy and was board director (corporate, new business and people development) at UK PR consultancy Grayling.

Tricia Boyd is a consultant, trainer and interim manager. She has been managing director of a team of 30 people as well as leading HR and change management roles in large consultancies. In 2002 Tricia set up her own business, working for public and private sector clients and mixing consultancy work with in-house interim assignments.

Mentor Communications Consultancy

Maud Davis FCIPR

Freelance Consultant

Alison Arnot is a multi-award winning PR professional who has delivered a range of impactful strategic communications campaigns for the financial services, rail, aviation and education sectors. She has a strong record of achievement in senior roles leading media relations, internal communications, crisis management and public affairs and an MSc in Public Relations from the University of Stirling.

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Magnus lectures and coaches in message development, media handling and issues and crisis management. Magnus was communications advisor to the Bristol Royal Infirmary Public Inquiry Team and has run crisis simulations for major transport operators, banks, utilities, charities, housing associations and local authorities. He is an approved speaker for the Academy for Chief Executives and a regular tutor at Ashridge Business School.

Freelance Consultant Maud runs her own food PR consultancy and PR training business, Maud Davis PR, and has trained for the CIPR for eight years. Maud is a media relations expert and in between managing the publicity for her food clients (which include Yorkshire Provender, Nordic Bakery and French cheeses) she gives talks and runs practical workshops and webinars to help others develop the skills needed to deliver and manage PR campaigns.

Read more about the CIPR training faculty here.


Lorraine Forrest-Turner MCIPR

Laurel Hetherington FCIPR

Paul Noble FCIPR

Freelance trainer

Freelance Consultant

Leona is a Chartered Occupational Psychologist and a member of the British Psychological Society. Leona specialises in changing behaviour within the workplace and has helped organisations bring life to new cultures and values; worked with dysfunctional teams to create synergy and developed individuals towards achieving their full potential.

HPS Group Lorraine Forrest-Turner is Content Editor at the HPS Group, writing and producing a range of printed and online publications. A CIPR Accredited Practitioner, Lorraine has worked across all sides of the ‘words’ business – journalist, PR consultant, in-house PR manager and freelance copywriter.

Laurel is a freelance public relations trainer as well as a public relations examiner for both the CIPR and the CAM Foundation. She has lectured on CAM Certificate and Diploma courses for over ten years and runs a range of in-house training workshops for a wide range of organisations, as well as both staff and client training for many PR consultancies.

Paul Noble is an independent public relations trainer, consultant, academic, mentor and speaker/facilitator. A Chartered Practitioner, Paul provides management support to growing PR consultancies, as well as mentoring young professionals. He has more than 30 years’ experience in the senior consultancy, in-house and academic environments.

Liam FitzPatrick FCIPR

Judi Goodwin MCIPR

Dennis Kelly FCIPR

Julio Romo MCIPR

Agenda Communications

Training Consultant and Journalist

Dennis is an experienced public relations consultant, a trainer and a specialist coach and mentor. His experience spans the higher education sector, PR consultancy and BT plc. He was the Director and co-founder of the Centre for Public Relations Studies. Prior to joining the Centre for Public Relations Studies he was the Managing Director and a founding partner of Brahm PR, an award winning public relations consultancy.

Freelance PR and Social Media Consultant

Deakin Carmichael

Liam FitzPatrick is an experienced consultant specialising in change and internal communication, bringing more than 20 years’ specialist experience. His practice is mainly concerned with running change campaigns and advising communications leaders on the shape and operations of the teams.

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Judi Goodwin is a freelance journalist and trainer with wide experience in both print and broadcast media. She specialises in helping professionals in PR and corporate communications to develop a journalistic writing style. Judi began her training career with the University of Manchester and has run in-house courses for The Children’s Food Trust, Lloyds TSB, The Scottish Environment Protection Agency, The Royal Mint, the NUJ and IPC Magazines.

Julio is a public relations, communications and social media consultant with over 12 years’ experience working both in-house and agency-side across a range of sectors. He is also a freelance journalist and blogger, writing on issues surrounding PR, journalism social media and the changing media landscape.

Read more about the CIPR training faculty here.

CIPR training faculty Kerry Savage MCIPR

Robert Taylor MCIPR

Dr Jon White FCIPR

Savage Communications

Media Trainer

Freelance Consultant

Kerry Savage is the director of Savage Communications, a company specialising in skills training for the marketing communications sector. Kerry runs training courses at a number of levels, catering for everyone from PR agencies to marketing departments of international companies. Clients include the NHS, ODEON Cinemas, the Charity Commission, Network Rail and McDonald’s.

Robert Taylor is a media trainer and media skills specialist, whose mission is to offer the very best training in the market and to ensure that his trainees become powerful, confident spokespeople.

Jon is a consultant in management and organisation development, public affairs, public relations and corporate communications management and has worked in public and private sector organisations worldwide. He worked until recently with the UK’s Foreign and Commonwealth Office and currently works with the European Commission and Parliament on aspects of communication, internal and external to the institutions.

Andrew Smith MCIPR

Dr Stuart Thomson

John Whyte-Venables MCIPR


Public Affairs Consultant

Freelance Trainer

Andrew Smith is Managing Director of Escherman, a specialist online PR, SEO and analytics consultancy. With a career spanning 25 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world’s biggest brands including IBM, CapGemini, MySQL, Apple (FileMaker) and Checkpoint.

Stuart is a public affairs and communications specialist advising clients on all elements of their public affairs strategies including corporate communications and reputation management issues. His work has included legislative lobbying, profileraising, planning communications and he has also worked on a number of high profile media relations and crisis communications programmes for clients across a range of sectors.

John Whyte-Venables is a former BBC video journalist, television reporter and producer. After taking a degree in Modern History, Politics and Philosophy at Southampton University he gained a postgraduate diploma in Radio Journalism at Highbury College, Portsmouth and joined the BBC as a local radio reporter. He has since worked across radio, television and online news outlets.

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Read more about the CIPR training faculty here.

QUalifications/Membership/CPD // BECOME A MEMBER

The only PR qualifications awarded by a chartered body, CIPR professional qualifications are industry-recognised in the UK and overseas.

Through the CIPR Code of Conduct, CIPR membership demonstrates your professionalism, credibility and commitment to accountability and best practice. It opens the doors to unrivalled support, specialist resources and professional development opportunities – now and as your career grows.

// F  oundation Award // Advanced  Certificate // Diploma  in PR // Internal  Communication Certificate

// Free training webinars worth £700

// Public  Affairs Diploma

// U  nbeatable savings on CIPR training,

Communication Diploma

CIPR CPD is the PR profession’s continuing professional development scheme, designed to help you plan, manage and record your learning and development. It’s exclusive to members, free to participate and can lead to becoming a CIPR Accredited Practitioner.

Members receive access to:

// Internal  Communication Diploma

// Crisis  (Response)


Designed and produced by, london 020 7378 6999 Ref: 9448 Photography: Rehan Jamil,


events and London room hire

All CIPR training is recognised under the CPD scheme, along with a broad range of other activities including networking, reading and research, webinars and other learning events.

// C  IPR CPD scheme and accreditation

opportunities Study part-time with centres across the UK or online using the latest e-learning technology.

// C  IPR groups and professional

CIPR qualifications count towards CIPR CPD and can lead to becoming a CIPR Accredited Practitioner.

// PRWeek subscription

Learn more about CPD and start logging your points today

practice networks // CIPR members’ room and library

// New business referral system // Free business and legal helpline

Find full course details including entry criteria, study centres and fees online

// S  avings on professional

indemnity insurance Discover the full range of member benefits and find out how to join online

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Chartered Institute of Public Relations CIPR Public Relations Centre 52–53 Russell Square London WC1B 4HP T +44 (0) 20 7631 6900 F +44 (0) 20 7631 6944 E

CIPR workshops 2013 e-brochure  

CIPR workshops 2013 e-brochure