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This workshop is designed provide attendees with the skills and tools to structure a basic PR campaign, understand the difference between objectives and strategy, generate creative ideas, select appropriate tactics, manage expectations and monitor and evaluate activity as well as control budgets.

How will attendees benefit

Attendees will learn how to:

•Structure a PR campaign
•Generate compelling story ideas
•Set and control basic budgets
•Propose evaluation that links to the PR objectives
•Employ techniques to manage client and management expectations
Who should attend

This course is aimed at Account executives and account managers, who want to take responsibility for running PR campaigns.

What attendees will learn

• The key elements of a PR campaign
• Clarifying objectives
• Ensuring a coherent strategy
• Generating new ideas
• Managing management and client expectations
• Setting and controlling budgets
• Monitoring and evaluation

Materials attendees will receive

Attendees will receive a course workbook at the start of the course containing all the key learning and exercises. This is completed during the course and then taken away by the attendee for future reference.

About the Trainer

Trevor Morris is Visiting Professor in Public Relations at the University of Westminster and an author, business consultant and mentor. He was formerly the CEO of Chime Public Relations, the UK's largest PR group

In over a quarter of a century in the PR industry he has successfully built and sold a major PR consultancy with margins of over 30%, been the CEO of the UK's largest PR group, worked for numerous major companies and organisations and written and lectured extensively.

He is the co-author of three books: ‘PR- a Persuasive Industry? Spin, Public Relations and the Shaping of the Modern Media', ‘Public Relations for Asia' and ‘Public Relations for New Europe' all published by Palgrave Macmillan.

Trevor's training is based on a mixture of short presentations, exercises, workshops and discussion. He does not generally use PowerPoint, preferring to encourage two way interaction and note taking by using pre-prepared workbooks.