Part 1: The communications mix
- Definitions, parameters and significance of the communications mix
- Advertising: definitions, media, methods and costs
- Positioning, corporate communications, identity and design
- Direct marketing: definitions, possibilities, checklists
- Briefing checklists
- Sales promotion: definitions, media, methods and costs
- Public Relations – influencing public opinion
Part 2: Press relations – who, when, how and why?
- Why keep the press informed?
- What events should the media be informed about?
- Who should inform the media?
- How should the media be kept informed?
- Who is the right person to talk to the media?
- How does press release information reach the right journalists?
- How does a press release get converted into media coverage?
- What happens when the press information gets printed?
- What aids are available for professional press relations work?
- Target groups and sectors for public relations
Part 3: Online Relations
- PR and the internet: online relations – PR requirements and website content guidance, also PR for websites, legal constraints
Part 4: Risk communication
- Risk and crisis communication, and prevention measures
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