PRINZ - Public Relations Institute of New Zealand

Sold Out: Public Relations Strategy and Evaluation
2025-05-12 09:30 - 2025-05-15 12:00 (Pacific/Auckland) | Online
20th - 23rd April 2026 @ 9:30am - 12:00pm (4 morning sessions)

OverviewAs we shift into Generation AI, mastering public relations strategy and evaluation is crucial. Over four mornings, this online course explores the latest methodologies for crafting and assessing effective strategies. With generative AI models reshaping our professional landscape, acquiring these skills is not just beneficial, it is essential if we are to guide organisational leadership with expertise and insight. Designed to equip you with practical tools and approaches, you’ll learn how to determine public relations and communication outcomes, set measurable objectives, engage with key stakeholders and manage risks and issues effectively. We’ll guide you through the process of creating ethical strategies that align with your organisation’s purpose. You’ll master the art of evaluating your strategies, using data-driven metrics to enhance future planning and crisis management, deepening your understanding and vital for any practitioner looking to excel. This series provides an opportunity to connect with peers, share experiences, broaden your professional network and leave with actionable tools and techniques. Build your capabilities to meet the demands of the AI era – join us for this essential, engaging, series and leave ready to craft public relations strategies that deliver tangible results. Core ContentStrategies for uncertain times – rethinking old rulesWhere are we now? Developing situational intelligenceCritical relationships – who are you talking to, engaging with or working alongside?Identifying issues and risk – checking the crisis planThe audit – what can we do with what we’ve got?The good citizen – are we behaving well?Understanding the digital dimension – developing digital strategies, working with AIHow effective are we now – measuring what’s in place and what mattersSetting 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 successCreative problem solving, courageous strategies, choosing channelsLearning outcomes Understanding the dimensions and scope of public relations strategiesUnderstanding approaches to research, measurement and evaluationUnderstanding the role of issues and risk in strategic planningUnderstanding and knowledge of effective strategy developmentUnderstanding and knowledge of effective stakeholder engagementUnderstanding of creative problem solving strategic challengesUnderstanding the role of situational intelligence and behavioural analysisThis session aligns with the Global Capability Framework, specifically professionalcapabilities:• To provide valued counsel and be a trusted advisor• To offer organisational leadership• To work within an ethical framework on behalf of the organisation, in line with professionaland societal expectations• To develop self and others including continuing professional learning Zoom links will go out closer to the date to allow for those last minute sign ups! Pease do check your spam box. Note that course costs are inclusive of GST

Your presenter is..Catherine Arrow LPRINZ FPRINZ FCIPRCatherine Arrow is a pioneer and recognised leader in public relations education and practice and was named Global Public Relations Practitioner of the Year at the World PR Awards. She works with professionals and organisations of all types to build capability, strengthen strategy and deliver meaningful outcomes. As founder and director of PR Knowledge Hub, Catherine leads an independent learning centre that provides high-quality professional development for practitioners worldwide — in person, online and on demand. Her work spans organisational relations, internal communication, public engagement, advocacy, ethics, risk and reputation, with a central focus on the practical use of emerging technologies. Over the last decade, she has focused on exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance and launching the first global AI in PR Capability Certification in 2022. Catherine supports practitioners at all stages of their career, helping them navigate complexity, build trust and lead with purpose. Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow ASEAN PR Network and a Founding Chartered Public Relations Practitioner. She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI. A respected writer and speaker on the societal impacts of public relations, Catherine’s career has spanned the Northern and Southern Hemispheres and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.

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