Course Overview


We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign. According to modern day research, more than 50% of new businesses fail the first year. Why? Lack of proper planning and resources in their PR function. If you find it challenging to write a PR plan or find it daunting to execute, do not worry, this course will have you covered. By attending this highly engaging and interactive course, you will be guided through a road map which will give you the knowledge and skills necessary to create and implement a successful PR campaign.

Course Methodology


The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently in a multilateral environment. The course is built on four learning pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world problems and solutions.

Who should attend ?


PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

Course Content


PR recap

  • PR: definitions, concepts
  • Stakeholders in PR
  • The many components of PR
  • Key differences between PR and advertising

Creating and implementing a public relations plan

  • PR plan: definition and needs
  • Characteristics of a PR plan
  • SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
  • Target audience(s)
  • Goals (what we hope to accomplish)
  • Objectives (what needs to be done)
  • Key messages: simple and descriptive
  • Strategy (methods to accomplish objectives)
  • Tactics (deadlines and cost)
  • Timeline and responsibilities

Contributions of PR campaigns to strategic management

  • PR and strategic management
  • Taking a strategic approach
  • What can PR accomplish
  • Environmental scanning
  • Internal and external environment
  • Managing issues

Crisis management using PR

  • Defining and identifying a crisis
  • Remembering the rules in a crisis
  • Phases of a crisis
  • The disclosure principle
  • The symmetrical communication principle
  • The relationship principle
  • The accountability principle

Importance of the organizational image

  • Public opinion (attitudes, opinions, actions)
  • Building the organizational image
  • Variables of managing the image
  • Image and reputation management
  • From identity to reputation
  • Relationship management

Measuring PR effectiveness

  • Purpose of evaluation (output, outcome)
  • Evaluating (process and goals)
  • Matching objectives and results
  • Measurement (production, exposure)
  • Weaknesses of the traditional approach
  • Measurement techniques

Course Objectives


By the end of the course, participants will be able to:

  • List and define PR concepts and differentiate between PR and advertising
  • Create and implement a PR plan
  • List contributions of PR campaigns to strategic management
  • Manage a crisis using PR
  • Explain the importance of organizational and corporate image
  • Measure PR effectiveness

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Consulting Areas


  • Organizational Culture Alignment
  • Organizational Change Management
  • Corporate Training System Development
  • Human Capital Management
  • Performance Improvement
  • Learning & Development


Contact us


  • Accra Digital Center, Accra - Ghana
  • training@pibknowledge.com

  • (+233) 030 290 9013
  • (+233) 055 327 7031
  • (+233) 027 086 8687