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Apr 12

PR Strategy and Evaluation – Leading the Way

April 12 @ 9:30 am - April 13 @ 4:00 pm

$1195 – $1595
Strategy and Evaluation

12 - 13 April 2021 @ 9.30 am - 4.00 pm

CPD credits: 20

Online registration is now closed. Please email if you have any queries. 


In the aftermath of 2020, organisations of all types are looking for a new direction as they navigate through continued uncertainty and unpredictability. The best starting point is a clear strategy that leads the way. This session explores what you must rethink, renew and reinvent in order to develop and implement strategies that work.

Effective public relations and communication strategy supports your organisational outcomes, is feasible and can be resourced. As organisations grow in size, communication often becomes a mix of tactics, with channels full of information that hinders rather than helps. Without a clear strategy, your time and resources are wasted and the value of your work will be missed.

In this two-day session you will learn how to develop a clear strategy, tied to business outcomes that delivers results. You will be encouraged to develop strategies for your organisation with practical components designed to help you formulate effective communication plans.

Key Content

  • Strategies for uncertain times – rethinking old rules
  • Where are we now? Developing situational intelligence
  • Critical relationships – who are you talking to, engaging with or working alongside?
  • Identifying issues and risk – checking the crisis plan
  • The audit – what can we do with what we’ve got?
  • The good citizen – are we behaving well?
  • Understanding the digital dimension
  • How effective are we now – measuring what’s in place and what matters
  • Setting your destination – what are your outcomes?
  • Navigation – how will you get there and what resources do you need?
  • Knowing when you’ve arrived – measuring and evaluating success
  • Creative problem solving, courageous strategies, choosing channels

Learning outcomes

  • Understanding the role of issues and risk in strategic planning
  • Understanding the dimensions and scope of public relations strategies
  • Understanding approaches to communication research, measurement and evaluation
  • Understanding and knowledge of effective strategy development
  • Understanding and knowledge of effective stakeholder engagement
  • Understanding of creative problem solving strategic challenges
  • Understanding the role of situational intelligence and behavioural analysis


Catherine Arrow, LPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Life member, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine has served the public relations profession for many years contributing at national and global levels. She is a former Secretary of the Global Alliance for Public Relations and Communication Management, serving on the board from 2008 – 2015. 

Alongside her own consultancy work, she lectures, writes and speaks about public relations. Her career has spanned both the Northern and Southern Hemispheres and, in 2012, she was presented with the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession. 

This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:

Communication Capabilities

  • To align communication strategies with organisational purpose and values
  • To identify and address communication problems proactively
  • To conduct formative and evaluative research to underpin communication strategies and tactics
  • To communicate effectively across a full range of platforms and technologies.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.



April 12 @ 9:30 am
April 13 @ 4:00 pm
$1195 – $1595


145 Khyber Pass Road
Auckland, New Zealand




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