PR Management
About PR Management
Public
relations manage the reputation and image of their companies, working
to gain public understanding and support through planned publicity
campaigns.
The role of PR in any organization is to identify the
internal and external key publics, with whom the organization must
operate effectively, and to strategically develop and maintain a
relationship with these publics for the benefit of both the organization
and the public.
Why is PR Management important?
The advantages to be gained with PR are
•
Credibility – If the public are made aware of the benefits to be
gained from a company’s products from an independent source, and that
source is not being paid by the company in question, then the
credibility factor is that much greater.
• Greater readership –
When glancing through a newspaper it is seldom that a great deal of
attention is primarily paid to advertisements. Much more attention is
given to editorial or news sections. Similarly, people are more likely
to divert attention from the television to do other things while the
advertisements are being shown.
• Contain more information –
Public relation is able to impart more information to the public than
advertisements can. A glance is all that is usually given to an
advertisement, whereas public relation, when presented as news, is given
more attention and is therefore able to contain much more detailed
information.
• Cost benefits – No direct payments are made to the
media for public relation. There are obviously costs involved, but PR
budgets are far less than those for advertising.
• Speed – Public
relation has an advantage of speed. Information on a major development
can often be issued and reported in a short space of time. Public
relation can also be flexible and reactive.
Who should take the PR Management Exam?
• PR professionals
• Business owners or Entrepreneurs
• Anyone who wants to assess their public relations skills
• PR managers and senior executives
• Recruitment consultants
• Professionals working in outsourced companies responsible for public relations
• Any professional with skills and knowledge on public relations
• Anyone interested in public relations
PR Management Certification Course Outline
1. Communication and Public Relations
2. Negotiating Skills and Public Relations
3. Marketing PR and Integrated Marketing Communication
4. Customer Relations
5. Dealer Relations
6. Vendor Relations
7. Employee Public Relations
8. Investor Relations
9. Media Relations
10. Corporate Social Responsibility (CSR)
11. Corporate Image
12. Corporate Identity Management
13. Event Management
14. Public Relations and Crisis Management