- What is PR? Some definitions, misconceptions and reality
- PR Toolkit - what are the tools available for the PR practitioner?
- Which PR tools should we use? The pros and cons of everything from media relations to competitions, promotions, stunts and events
- Definitions of strategy and how this applies to PR
- The basics of three stage strategic planning
- The four building blocks of PR planning – research and analysis, planning and budgeting, implementation, monitoring and evaluation
- Case studies of successful campaigns – how they did it and why they worked
- Delegates break into groups for a workshop exercise in strategy
- Feedback from the exercise
- Conclusions - how do we apply the lessons learnt going forward?
Delivered by Andrew Drinkwater of the Press Association.