PR Skills

PR Accelerator

This course is about gaining bread-and-butter PR skills. When new starters, particularly account executives, graduates, school leavers or those changing careers, join teams there can be a lot to learn, quickly, which can seem daunting. This course will set new team members on track with a 101 in PR and agency life.

Creative torytelling

Being able to tell stories is essential for any marketing professional and this workshop is about helping to identify, create and tell strong brand stories. It will provide techniques to improve creative work output and demonstrate how to tell a story across a range of channels, while using key central messages.

  • Understand storytelling

  • Identify essential components of storytelling

  • Be aware of the communication benefits in a variety of story plots

  • Manage creative brainstorming for stories

  • Distill the essence of a story and use this to manage campaigns

  • Know how to tell a story, where and when

Client Relationships

Media Relations in the Digital Age

Designed to help consultants retain and grow business, this session provides valuable techniques for achieving effective working relationships with different types of client.  It involves practical, problem-solving exercises that enable participants to immediately put into practice what they have learned.

  • Understand different client personalities and what makes them tick

  • Identify the needs and motivation of members of the client decision making unit

  • Spot primary sources of client dissatisfaction and knowing how to avoid them

  • Manage disgruntled clients

  • Sell and negotiate

  • Juggle clients: time management, prioritising and communication

  • Add value without over-servicing

  • Push back and say yes under your terms

  • Lay the foundations with effective systems and processes

This workshop addresses the core PR activity of media relations while making it relevant to the current media landscape. We will look at the importance of relationships with journalists and influencers, how and where to build them, and how to achieve the best coverage for your client.

  • Develop an understanding of media relations

  • Build on knowledge of best practice for creating news

  • Increase and improve relationships with journalists

  • Know how to vary pitching methods

  • Become digital first with a multi-media approach

  • React and know what to do when things don’t go to plan