Who should attend?
• Protocol officers
• Travel offices
• Travel executives
• Public relations officers
• Public relations executives
• Public Relations researchers
• Those responsible for protocol, travel and accommodation
• Those in PR in public sector, private sector and not-for-profit organisations
• Those in PR at the national, regional and community level
• Those working for international, global or supranational organisations
Learning objectives
• To build on existing knowledge of Strategic Public Relations
• To apply the tactical skills required for working in Strategic Public Relations
• To capitalise on developments in technology
• To manage the key aspects of protocol
• To learn tips, tools and techniques to arrange business travel
• To meet the expectation of those involved in protocol and travel arrangements
Course content
Learning Unit 1
• What is PR – Public Relations?
• Objectives and key elements of Public Relations
• Importance, benefits and challenges of Public Relations management
• How PR differs from marketing, advertising and sales
• Advantages and disadvantages of all PR options
• Importance of PR internally
Learning Unit 2
• PR channels
• Print media and its current and likely future role in PR
• Television and the impact it can have
• Radio – relying on voice only
• Mobile technology and increasing accessibility
• Social media and multi-media – growth, complexity and impact
Learning Unit 3
• Writing for all media
• What makes a good story?
• How to win and keep reader’s attention
• Writing for print: marketing materials, news, features, editorial and letters
• Press releases which are published not ignored
• Writing effectively for electronic media
Learning Unit 4
• Target markets
• Requirements of target audiences and stakeholders
• What are your competitors doing and how successfully?
• 15 different types of research to find out the answers
• Identifying the most appropriate way to reach your audiences
• Pitfalls to avoid on messages and content
Learning Unit 5
• PR events and activities
• Organising, preparing for and delivering presentations
• Visits to your organisation by media and journalists
• Lobbying: advantages, risks and impact
• Sponsorship: maximising return on investment (ROI)
• Corporate social responsibility
Learning Unit 6
• The right documents, at the right time, in the right place
• Organising passports, processing visas and overcoming the complexities and problems
• Compliance with entry requirements and immigration rules
• Ensuring the health, safety and security of staff and visitors
• Booking tickets; timetables; time differences; holidays; cancellations
• Airport procedures, requirements and duties
Learning Unit 7
• Accommodation and international travel requirements
• Factors to chose and book the most appropriate hotel and rooms
• Customer and protocol requirements; preferred hotels list; change in plans; families
• Car transport; tolls; parking; rental; security; motorcades
• Meeting the demands of business travel: payment methods and exchange rates
• Methods to research all possible options and prioritise the best
Learning Unit 8
• Exhibitions, conferences, visits and events – nationally and internationally
• Planning and organising events, conferences and visits
• Organising, exhibiting at or attending exhibitions
• Trade visits and the protocol for them
• Greeting foreign dignitaries, flying flags correctly and meeting expectations
• Order of precedence for official ceremonies
Learning Unit 9
• Budgeting and cost control
• Budgeting accurately and meaningfully
• Monitoring authorisation, approvals, expenditure, allowances, expenses and receipts
• Cost control for ensuring that expenses are legitimate
• Cancellations, claims, reimbursements, hospitality
• Insurance which is robust, appropriate and up-to-date