Driving Business Performance with Social Media for Motivation of Employees

Start Date: 28 Jan 2018
End Date: 1 Feb 2018
Duration: 5
Country: Barcelona / Spain


Sustained public relations campaigns can help drive strategic organisational change, build public perceptions and drive reputation with key stakeholders. Well planned and executed campaigns are a cost-effective means of changing perceptions and increasing stakeholder value for an organisation.

This powerful programme takes a problem solving approach to the design of PR campaigns. By closely fitting the campaign to core business priorities as well as project objectives campaign design reinforces key messages and organisational strategy. Participants will develop the skills to design, plan, cost, deliver and evaluate campaigns using the full range of PR media and channels. Case study examples in print and video will be used throughout. Action planning for the workplace to put ideas into action is a strong feature of the programme.

Highlights of the programme include:

         Powerful planning tools

         A wealth of practical examples and frameworks

         Personal coaching and advice

         Incorporation of your own content into the programme giving real, useable outputs

         A practical and theoretical toolkit for use beyond the course


         To examine the range of PR campaigns and the purposes that they can achieve

         To develop a problem-solving approach to match PR campaign strategy to business objectives

         To plan PR campaigns to meet need setting clear objectives with behavioural outcomes and measurable results

         To examine a wide range of successful campaigns to judge the differing strategies and use of channels and media

         To measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks

         To learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology

Training Methodology

The programme is activity and discussion based. Formal presentations will be balanced by a range of case-studies, practice problems and group discussions. Sharing the experience of the participants is an important feature and delegates will have the opportunity to discuss their own projects or challenges in an environment focussing on solving those problems. Real examples presented on DVD are a strong part of the course.

Organisational Impact

Communicating effectively with key stakeholders is vital to the delivery of business goals. This programme demonstrates how:

         PR can be a key element of business strategy through coherent and focused campaigns.

         Clear business results can be driven by well planned campaigns

         Reputation and Brand can be enhanced through well designed campaigns

         Risks involved in raising profile can be identified and mitigated

         Results can benefit all of your key stakeholders

Personal Impact

The seminar examines a wide range of communications issues, skills and opportunities. As well as developing further personal competencies, the seminar helps participants:

         To develop a more effective approach to communication in the workplace

         Select and use the best tools to add value to the organisation at a strategic level

         Develop personal action planning and understand how to sell ideas to top management

         Plan evaluation of the campaign so that results are recognised within the organisation

         To build confidence and mastery through personal coaching and advice

Who Should Attend?

         PR Practitioners and Professionals

         All Professionals in the organisation who want to use PR/communications tools to best effect in meeting business objectives.



Effective PR Campaigns

         Welcome and introduction

         Perceptions of PR among senior managers

         The global information village

         Putting a cash value on reputation and the PR that builds it

         PR campaigns their use and their risks

         Case study examples what works and what does not

         Practical example tackling a business challenge

         An introduction to evaluation


A Problem-Solving Approach to Campaigns

         Brand, identity and image, the basis of reputation

         Assessing your reputation and the use of gap analysis

         The origins of PR and its foundations in the social sciences

         Business strategy and problem identification

         Problem solving methods choosing the right one

         Problem analysis desk research, stakeholder analysis, PEST and SWOT

         Setting measurable objectives

         Force field analysis and risk identification


Planning and Costing Campaigns

         Identifying the stages of the campaign and decision points

         Preparing an effective schedule critical path analysis

         Critical path analysis

         Costing the plan and preparing a budget

         Anticipating risk and planning to meet it

         Practice case-studies

         Identifying stakeholders and their role in relation to the campaign

         Co-ordinating campaign elements across stakeholder groups


Channels, Delivery and Evaluation

         From strategy to tactics

         Environmental scanning

         Developing a media relations plan

         Crisis media relations

         Principles of evaluation

         Research tools and methods

         Channel effectiveness and use of media

         Social media and tools

         Using influencer strategies to multiply effectiveness


Putting it all together Effective Delivery in Your Organisation

         A risk-management approach

         Dealing with contingencies

         Winning support - selling ideas to others in the business

         Presenting your case to senior management

         Reading body language and other signals

         Integrating your campaign into your own media and company reporting

         Ensuring that results are seen and credited

         Personal action planning

Mailing List
Send To Friend
Training Plan