Key areas of learning - Public Relations and Events Management

The world of public relations
· Introduction
· So what is public relations?
· Public relations methodologies
· The PR world
· The skills you need
· Who needs PR?
· Client contacting
· The first client
· Determining your approach

The PR consultant's role: Fundamentals and presentations
· The wonderful world of public relations
· The power of official recognition
· Seeing it through another's eyes
· Cracking Ray Martin
· Where do ideas come from?

Media relations: the media release and media kit
· The media release
· Designing your media kit
· The mechanics of a media release
· An editor's view
· Another point of view
· Looking at examples

Client relationships, fundraising and sponsorship
· Building client relationships
· Communication
· Personality drives
· Neuro-linguistic programming
· Sponsorship
· The business of fundraising

Research and radio television interviewing
· How to conduct research
· Contacts
· The interview
· The news conference
· Handling celebrities

The business of marketing, marketing mix
· What is marketing?
· Effective PR - the view of one agency
· Newsletter publishing
· Booklet production
· Testing your publicity ideas
· Column writing

Developing successful publicity and promotional ideas
· Developing good PR ideas
· Promotional ideas
· Letting your ideas flow
· Copywriting techniques
· Writing the lead
· How to edit your release

Public relations principles, media writing
· The PR's writing role
· Writer's block
· Rules of engagement
· Writing discipline
· More rules for copywriting
· Structuring your body copy
· Creative ideas

Publicity and promotional material: production, design and publishing
· Reviewing the essentials
· Punctuation and grammar
· Spelling
· More on copywriting
· Philosophy of the successful PR
· Targeting specific markets

Promotional photography and the portfolio
· Public relations photography
· Wide-based PR photography
· The big time!
· Negotiation
· The portfolio
· Work for hire
· The true cost of public relations photography

Campaign planning and events management
· Event management
· Planning and programming
· Organizing an exhibition or display
· Getting the word out
· After the event

Your PR consulting business: research, law and ethics
· Public relations; ideal home-based business
· Charging for PR services
· The first meeting
· Finding your first client or job
· Creating your own PR opportunities
· An introduction to law and ethics