Effective public relations and communication strategy supports organisational outcomes, is feasible, can be resourced and is essential if we are to successfully navigate the tides of uncertainty. 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. This session explores what we need to rethink, renew and reinvent in order to develop and implement strategies that work in today’s unpredictable world. Over four online sessions, 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.
- 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
- 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
This course is delivered online via Zoom across 4-morning sessions 9:30 – 12:00
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.