Host: ScaleUp 360
Location: Online - Webinar
Date: Monday, 22nd June 2020 at 10.30am - 1.00pm
Due to the current situation, this event will be streamed live to registered attendees. You can book using the login details emailed to you, but if you have any problems please contact firstname.lastname@example.org
We start by identifying what we mean by public relations (PR) – and, more importantly, what we don’t. PR isn’t about handling the media or part of your marketing mix.
It’s instead about establishing goodwill between your organisation, your stakeholders, and your publics – and that sometimes means that it’s you that needs to adapt, not them.
This is especially important during Covid-19 and we consider case studies from the present situation as illustrations throughout the workshop.
We consider what we mean by a stakeholder and a public, considering them in terms of the porosity of any modern business.
We then move on to discuss four models of public relations and the suggestion that only one is appropriate in the twenty first century.
It’s then time to consider how to draft your PR campaign. To do this, we adopt the CREATE/VALUE framework for Public Relations, which sets out the:
As dialogue is central to public relations, the framework also identifies the:
What public relations is (and is not)
The difference between stakeholders and publics – and how to identify them
The four types of public relations and their pros/cons
How to draft a PR campaign
The best way to communicate with people.
The tools in CREATE/VALUE for Public Relations complement those in CREATE/VALUE for Marketing; as such, the two workshops function very well together.
Any entrepreneur, director, or manager who wants to maintain goodwill with the people who matter to their business.Book Now
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