PR Academy training
Latest academic thinking applied to practice for winning campaigns
Contact us for dates and more details.
All the workouts can be tailored for in-house delivery.
PR is dead. Long live PR! – adapting PR for the new media landscape.
With the rise of the blogger and the citizen journalist many have claimed that PR is dead. But in a sound-bite society can that really be true? This one-day workshop will provide an introduction to PR techniques both old and new including the ground rules for dealing with the media, writing press releases, preparing for broadcast interviews and engaging with social media.
The workshop is especially suitable for anyone who is a newcomer to the world of PR or is joining or assuming responsibility for a PR department for the first time. It will give you a thorough grounding in the practice and theory of PR and an insight into how the world of the media operates in a changing environment.
Planning to win – latest thinking in creativity applied to PR campaigns.
Everyone is creative and nowhere is the opportunity for creativity greater than in the planning process. However, most planning processes are laborious and drawn out – blocking the creative flow. This one-day workshop examines how creativity can be used in problem exploration (so that the right tactics are used for the real issues) and idea generation (so that new thinking is opened up). Then a different approach to planning using scenarios brings everything together so that we can plan effectively at the speed of thought.
This workshop is for people who are interested in thinking differently about planning – it is very practical using real-life planning situations.
Brain power – understanding how the brain interprets information and how using psychology
can make messages more meaningful.
In a world of information overload an understanding of how messages stick is more important than ever. Communication can be tailored in ways that make it easy for the brain to interpret and remember what is said and seen. The one-day workshop uses three ways of understanding what goes on in the brain:
- Neuro-marketing
- Myers-Briggs personality profiling (MBTI)
- Neuro-linguistic programming (NLP)
This workshop is for people looking for ways to make a more lasting impact in communication tactics. It covers imagery, symbolism and the spoken word.
Engage for change – using genuine engagement for better change management.
A quick glance at any newspaper will confirm the world is going through a substantial period of change. In some way, the effects of the global financial ‘crunch’ coupled with the onslaught of new technologies and processes means that most organisations are having to ‘move with the times’. Whilst this may not always be a bad thing, change management is often painful for those who are in the middle of it.
To help people through change, good engagement is the only solution. However many organisations find communicating hard messages a challenge and the results are that staff can feel angry that they are not made aware of the whole picture.
This workshop looks at the practical side of engaging during a period of change, and explores proven techniques for better change management.
Business partnering for internal communication – how to make a success of this new communication role.
Internal communications is moving up the corporate agenda. In a world where change is the new constant and good people are hard to find and keep, organisations are right to expect more from their internal and employee communications.
But what exactly is this role of ‘business partner’ and how to make a success of it? There is a lot more to it than simply putting the title on a business card.
Learn what is involved in making a success of this role, the theory that underpins it and come away with some practical next steps.
Exploring virtual worlds and Web3D – take your brand and campaigns virtual, using new technologies such as Second Life and ExitReality.
Virtual worlds and Web 3D are growing fast – with around 1.4 million people living in Second Life, so how can we tap into this exciting new way of communicating?
This one-day workshop explores various different virtual worlds and looks at the way they are inhabited by diverse groups of people. It includes a review of how organizations are starting to develop their brands with a virtual world presence and the impact on PR and marketing communication practice.
There will be live demos and the opportunity for you to create your own avatar in Second Life.
There will also be case studies to show exactly how orgnanisations are developing a virtual presence.
The workshop is for anyone wanting to know the basics about what new virtual worlds are like, who inhabits them, and how to communicate in them.
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