Mumbrella PR School

Mumbrella PR School

A six week course, coming soon

Primary target audience: 

• Professionals working in in-house marketing departments and in cross-discipline marketing agencies; brand and assistant brand managers; media integration specialists; client side marketing coordinators managing the PR function.

Course content:

Developed by the Hausmann School of Public Relations, the Mumbrella PR School delivers explanations, tips and tools to educate and enable marketers and communications professionals to:

• Add new skills to their portfolio;
• Better interpret PR concepts and recommendations;
• Help develop creative concepts that are memorable, leverageable and measureable;
• Be a catalyst for inter-agency collaborations and integration to deliver a bigger bang for your marketing buck;
• Understand core principles of issues and crises management in a digital world;
• Measure and evaluate campaigns more effectively.

 

Course Overview – 6 week series

Module 1:  Optimising PR for a multi-channel world – delivering a better understanding of the PR function 

• Channel choices – engaging audiences from newspapers to Facebook
• The experiential space – achieving engagement and amplification
• Be more than just socially savvy – the role of PR in your social strategy

PLUS:

• Case studies:  the best and brightest

From media relations to today’s integrated marketing approach, the session showcases current PR principles and practices through exploration of case studies highlighting PR’s role and the opportunities it creates across the full suite of audience channels.

Module 2: Big Ideas! – recognising the role PR can play in key message delivery  

• Looking beyond the obvious to showcase PR’s adaptability
• Recognising and identifying PR’s ability to convey key messages and influence perception  (that other marketing disciplines can’t match)
• Brand v Product PR – how taking a  brand driven approach allows you to better tap into consumer insights and deliver more meaningful results

This session focuses on best-in-class PR driven global case studies to offer insights and inspiration for the potential of PR for your brand. 

Module 3:  Brand PR v Product PR 

• Power of the PR brief – how to write a killer brief to get your agencies thinking BIG!
• Matching objectives with creative concepts that stick!
• Coming up with the goods – on time/on budget/to brief
• Selling the concept to relevant stakeholders

PLUS:

• Case studies
• Creative sessions
• Templates

This interactive session focuses on cracking the big idea – recognising it, leveraging it and capitalising on it .  We’ll explore ways to better understand consumer behaviour, tap into insights and address key learnings to create bigger, better more impactful campaigns.

Module 4:  Managing successful stakeholder relationships 

• Identifying stakeholders and recognising their different needs – from your agencies to your Board members and everyone in between
• The critical success factor of managing expectations
• How diplomacy can help turn conflict into camaraderie- creating win/win situations
• Horizontal & vertical reporting procedures – and how they can make or break a campaign – regardless of results!

PLUS:

• Case study examples
• Best practice ideas
• Panel discussion

Building solid working relationships is more than just about doing what’s required.  How you manage your stakeholders has a huge impact on outcomes.  In this session we discuss the best strategies for developing positive stakeholder relationships to create win/win campaigns that get results.  A panel of experts from the agency world  will share their best practice examples.

Module 5: ‘Need to Know’ issues management 

Explaining the core principles of issues management and why everyone needs to know

• 24 hrs in a social media world
• Issues and crisis management – guiding principles
• Key message matrix – and sticking to it

PLUS

• Case studies
• Issues management matrix template
• Media training 101

Social media is the beast that never sleeps so you need strategies in place to monitor for issues before they spiral out of control .  More often than not, this can occur overnight when agitators across the globe take over  the net.   This session delivers tips and techniques to navigate the social media whirlwind through listening, monitoring and managing issues before a crisis situation takes hold.  We’ll cover the dos and don’ts of what to say, when to say it, how to say it, and where to say it. 

Module 6:  Measurement & evaluation – developing a system that works for you 

Exploring different models and latest trends on metrics, measurement & evaluation

• Setting realistic goals to meet objectives – managing expectations
• Measurement, metrics and evaluation – ROO v ROI
• Devising a successful formula that works for you
• Reporting watch outs – copyright and media coverage and what you need to know

PLUS:

• Working through the formulas – worksheets
• Templates

It’s all about ME and it’s critical for anyone with an interest in PR to get a grip on the new standards in measurement and evaluation metrics.  This session will showcase different methods and models to help brands formulate a tailored approach to M&E to meet their needs.

Cost to attend: $999 + GST (six week course) or $199 + GST (for individual weeks)

For further information please contact denise@focalattractions.com.au