Many PR professionals, especially
those new to the profession, are excited by and throw themselves into
the tactics. This development workshop focuses on the importance of strategy
and why sound planning is pivotal to the success of any public relations
programme. We have run this programme as an in-company course, as an open
course for delegates from many commercial business sectors and also for
the voluntary sector
As this can be a rather academic subject, the emphasis is on fun and group
exercises. The first part of the workshop consists of presenting concepts
in best practice alongside brainstorming and discussion. Included is some
role playing, where delegates act as managing directors and PR practitioners
to get the grey matter working and to warm them up for the major part
of the workshop.
The second part of the workshop is set up as a pitch with delegates divided
into two teams, each being given a ‘real’ brief and being asked
to interrogate it thoroughly. The brief contains gaps and assumptions.
More information is made available to teams if they choose to find it
and ask the right questions.
This programme provides an active learning experience, challenging PR practitioners to tackle a problem/opportunity from the outset so that they appreciate the needs to plan and no longer move straight to a solution represented by PR tactics.
Outcome
Delegates should understand that any brief – from external or internal clients – needs thorough interrogation, that PR objectives are always SMART, that research is vital and evaluation methodologies are agreed before any activity is undertaken. In the longer term quality of thinking, expectation management and actual results should all improve. Perhaps most importantly delegates should feel more confident and professional in their roles, with this best practice underpinning.