Integrated PR Campaign Management #255008

Upon successful completion of this course, participants will be able to:

• Develop a comprehensive integrated PR campaign plan, from situation analysis and objective-setting to strategy, execution, and measurement.

• Conduct effective audience and media landscape research to inform campaign targeting and messaging.

• Craft a compelling core narrative and adapt it for different channels and formats (press release, social media, blog post, influencer brief).

• Integrate earned, owned, shared, and paid media strategies into a cohesive campaign.

• Manage all aspects of campaign execution, including timeline, budget, and resource allocation.

• Measure and evaluate campaign performance against KPIs and calculate ROI to demonstrate value to stakeholders.

This course is designed for PR and communication professionals who are responsible for designing and implementing campaigns:

• PR Managers, Directors, and Account Executives (in-house and agency)

• Communication and Marketing Specialists

• Social Media Managers involved in strategic planning

• Content Managers and Brand Journalists

• Marketing Managers looking to integrate PR into broader campaigns

• Entrepreneurs and Startup Founders managing their own PR

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Each participant receives a binder containing a copy of the presentation
• slides and handouts
• Post-assessment

Day 1: The Foundation of Integrated Campaigns

• Morning Session: The Modern PR Landscape

  • From Press Agentry to Integrated Strategy: The PESO Model (Paid, Earned, Shared, Owned Media).

  • The Role of PR in the Marketing Mix: Aligning PR goals with business objectives.

• Afternoon Session: Research & Planning

  • Conducting a SWOT and PESTLE Analysis.

  • Defining SMART Objectives (Specific, Measurable, Achievable, Relevant, Time-bound).

  • Identifying and Segmenting Target Audiences.

  • Workshop: Analyze a brand’s situation and define campaign objectives and audience personas.

Day 2: Crafting the Narrative & Message Architecture

• Morning Session: The Art of Storytelling

  • Developing a Compelling Core Narrative and Key Messages.

  • Finding Your News Angle: What makes a story newsworthy?

• Afternoon Session: Content Creation for PR

  • Adapting the Narrative: Writing for different formats and channels (press release, pitch email, blog post, social content).

  • Practical Exercise: Craft a core narrative and write a press release and a social media post for the same campaign announcement.

Day 3: Channel Strategy & Integration

• Morning Session: Earned Media Strategy

  • Building and Maintaining Media Relationships.

  • Creating Targeted Media Lists and crafting the perfect pitch.

• Afternoon Session: Integrating Owned, Shared, and Paid

  • Leveraging Owned Channels: Website, blog, email newsletters.

  • influencer Partnership Strategy: Identification, outreach, and collaboration.

  • Amplifying with Paid Social and Content Promotion.

  • Workshop: Develop a channel plan for a campaign, assigning tactics to each part of the PESO model.

Day 4: Execution, Management & Budgeting

• Morning Session: Project Management for PR Campaigns

  • Creating a Detailed Campaign Timeline and Gantt Chart.

  • Budgeting and Resource Allocation.

  • Risk Assessment and Contingency Planning.

• Afternoon Session: The Launch

  • Coordinating a Multi-Channel Launch Day.

  • Preparing Spokespeople and Managing Interviews.

  • Simulation: Run a launch day scenario, managing incoming media inquiries and social media reactions in real-time.

Day 5: Measurement, Reporting & Capstone

• Morning Session: Proving Your Impact

  • Moving Beyond AVE: Modern PR Metrics and KPIs (Share of Voice, Sentiment Analysis, Message Pull-Through, Website Traffic, Conversions).

  • Tools for Monitoring and Measurement (Meltwater, Cision, Talkwalker, Google Analytics).

  • Calculating ROI and Communicating Value to Leadership.

• Afternoon Session: Capstone Project

  • Final Presentation: Participants present a full integrated PR campaign plan for a real or hypothetical product launch, including strategy, timeline, budget, and measurement plan.

  • Peer Feedback and Instructor Review.

  • Course Recap: Key takeaways and building a continuous improvement cycle for campaigns.

  • Certification of Completion.