“As a facilitator Rachel was really excellent – very approachable and full of helpful ideas and a creative approach to teaching. Everyone felt able to share their experiences and concerns.”

Aim of the workshop

The discipline of press and PR has changed rapidly in just a few years. With the advent of digital channels, and digital means of communicating with traditional press outlets, the speed at which press people must work has drastically increased. And the number of channels and outlets they must oversee has grown exponentially. At the same time the PR function, when it communicates through social media directly with the audience rather than third parties, means the role has come closer to what was traditionally seen as the marketing people’s purview.

In this environment of more to do with less time, it is crucial  your press and PR work is approached strategically – both in itself and in how it interfaces with all the other communications your organisation undertakes. This course takes you through a process of understanding objectives, who to influence to achieve them, and the tools and channels to influence those people.

Who is it for?

For people with strategic responsibility for their organisation (artistic directors, chief executives, general managers and others) and those with senior press and PR roles. Also for those seeking to move into more senior positions within Press and PR.

Workshop outline

By the end of the day participants will have a better understanding of:

  • The changing role and definition of PR.
  • What makes a strategy.
  • Who you need to communicate with, and how to research them.
  • Setting SMART objectives.
  • Resourcing needs.
  • Auditing your abilities and identifying weaknesses.
  • Dealing with emergencies.

Workshop format

This is a full-day workshop with access to online resources afterwards. The workshop is delivered through group work, exercises, tutor-led discussion, Q&A and resources. Participants are encouraged to share your own experiences, problems and ideas.

Where next?

This workshop includes an introduction to some of the specific communications skills, which are covered in practical depth in my short seminars as required (see separate information). It would also be reinforced by either a one-to-one surgery session or a limited number of one-to-one mentoring hours (by phone and email) to support you in putting the lessons learned into practice.