CIPR Training Brochure 2011 by Chartered Institute of Public Relations

Chartered Institute of Public Relations Training 2011

Our training your career CIPR training, qualifications and seminars for PR & communication professionals

years providing Courses and

training

weâ&#x20AC;&#x2122;ve been running courses for communication professionals for over 20 years and our aim is simple: to provide a high-quality and professional training service to meet all your learning and development needs. we are dedicated to raising standards in the industry and, through a range of training events, we support the training and development of cipr members and non-members alike.

Contents 03 04 12 22 27 30 32

Course index Basic courses Intermediate courses Advanced courses Personal development Masterclasses Terms & Conditions

How to book

It takes a few minutes to submit our online booking form. You can pay by credit card via our secure server, or provide an official purchase order number to receive an invoice. Please book online at www.cipr.co.uk/workshops

THE BEST TRAINERS IN THE FIELD All of our trainers have undergone a rigorous approval process to achieve CIPR Approved Trainer (AT) status. HELP AND ADVICE With such a wide range of courses to choose from, you may want help picking the right one for you. Call us on 020 7631 6900 and tell us what you are looking for – we will discuss your requirements and point you in the right direction. Want help finding accommodation close to the CIPR? Looking for training in your part of the country? Visit www.cipr.co.uk/workshops or contact the training team on the number above for answers to all of your course related enquiries. CIPR MEMBERS GET MORE! CIPR membership is open to anyone working or interested in PR and communications. We are the professional body for the UK PR industry, with over 9000 members we represent and support professionals from all industry sectors, at all career levels. We offer a wide range of professional benefits and services to help our members get ahead and go further. Visit www.cipr.co.uk/join to find out more.

CIPR TRAINING AND DEVELOPMENT PROGRAMME 2011 The Chartered Institute of Public Relations received its Royal Charter in 2005 and is the UK’s only Chartered body for PR and communications professionals. The award of a Charter by the Privy Council is an affirmation of the role the Institute plays in the public relations industry – providing leadership, developing policy, and raising standards through our wide range of training and events packages. The Institute supports the training and development of members through a comprehensive portfolio of events, ranging from bite-size breakfast briefings to full-day workshops and conferences. Our comprehensive training is justly regarded as amongst the best in the industry and is aimed at practitioners of all levels. For a full list of workshop dates and locations, please visit our website www.cipr.co.uk/workshops

in-house training A VARIED PROGRAMME OF EVENTS TO SUPPORT YOUR LEARNING AND DEVELOPMENT We understand the importance of training and how it can help you, but we also understand how difficult it can be to find the right time, the right place and the right course. The CIPR offers a series of highly specialised and focused workshops, all of which can be delivered in-house. Over the years we have been working with an ever-increasing number of clients from both the private and public sectors, training their staff on the specific issues and challenges facing their industry.

WHO DO WE WORK WITH? Our clients come from private and public sector and so far, we’ve had a pleasure to work with: Abu Dhabi Executive Council Brands2Life DWP EIS Northern Ireland European Drugs Agency Foreign & Commonwealth Office Hackney Learning Trust Halpern PR

We can offer a full range of training packages, from our standard workshops which can be given an industry-specific focus, to fully customised learning solutions. Our team of specialist trainers can offer their expertise on a variety of topics and will work with you to understand your business needs and develop an individually-tailored training package.

Highways Agency NHS London The BBC The Big Partnership Vicinity Group

WHAT OUR CLIENTS SAY ABOUT US? Marjorie Calder, Director of Scotland’s largest PR company, The BIG Partnership said, “We delivered quite a tough brief to CIPR; to devise a social and digital media course for experienced communications personnel operating in a rapidly evolving media landscape. Our aim was to create a forum where best practice could be shared and discussed. The CIPR trainer, Lee Smith, was informative, credible and challenging in this role and facilitated a lively, highly constructive session from which feedback was excellent.”

Course Index Workshop

Level Page

CORE PR SKILLS

Workshop Public affairs

Account management Intermediate 12 Practical Public Affairs CIPR Foundation Award Basic 07 The role of consultation Client handling skills Basic 04 Understanding how to get started in Public Affairs Corporate responsibility Intermediate 13 Understanding the role of local councillors Creating a PR strategy Advanced 23 Understanding the role of technology in Public Affairs Creativity in PR Intermediate 14 Understanding the role of the media in Public Affairs Crisis communications Intermediate 14 Crisis & issues management Advanced 23 Internal communication Evaluating PR Intermediate 14 Fundamentals of PR strategy Basic 05 Communication & culture Fundamentals of social marketing Basic 05 Internal communication How to be a rainmaker Intermediate 15 Introduction to internal communication PR on a low budget Intermediate 18 Making line mangers better communicators Integrated PR Intermediate 16 Running an effective internal Introduction to PR Basic 07 communications department Introduction to not-for-profit PR Basic 06 Managing print & design projects Basic 08 Media Handling Photography in the media Intermediate 17 Handling media interviews Planning & managing PR campaigns Intermediate 17 Selling-in your stories Presentation skills & public speaking Intermediate 19 Working with the broadcast media Proofreading Basic 08 Working with the media Reputation management Advanced 26 Stakeholder engagement Intermediate 20 New media The Great Communicator Basic 09 Using PR surveys Intermediate 21 Introduction to podcasting Introduction to social media PR & SEO

Writing SKILLS Copywriting for PR professionals Creative writing Feature writing Getting to grips with grammar Mastering the art of writing PR writing skills PR writing skills Masterclass Writing better press releases Writing for impact: Unlock your writing potential Writing for the press Writing for the web Proposal writing Writing newsletters & magazines Writing great speeches

Intermediate Intermediate Intermediate Basic Advanced Intermediate Intermediate Basic Basic Basic Basic Intermediate Intermediate Intermediate

13 13 15 05 25 18 19 10 10 10 11 18 21 21

Basic

Event management Introduction to event management

Level Page

Intermediate Intermediate Masterclass Masterclass Masterclass Masterclass

17 20 30 31 31 31

Advanced Advanced Basic Intermediate Advanced

23 24 06 16 26

Intermediate Basic Intermediate Basic

15 09 20 09

Intermediate 16 Basic 08 Intermediate 19

Check out the CIPR website for other New Media courses not listed in this brochure People & performance management Change communication Leading professional PR firms Leading people in challenging times Managing the creative PR team Managing your PR team Psychology in PR

Advanced Advanced Advanced Advanced Advanced Advanced

22 24 24 25 25 26

PD PD PD PD PD PD

27 28 28 28 29 29

Personal development Assert yourself Building better relationships Effective persuading and influencing skills Effective time & stress management Networking for success Principles of coaching

Basic courses These courses are ideal if you have just started working in PR or have up to one year’s industry experience. You may be a PR assistant, a newly-promoted PR officer/account executive, or a non-PR practitioner with some responsibility for PR. You may also be a graduate with a general degree and minimal PR experience. You will want to gain basic communication skills and an understanding of how the PR industry operates. COURSES AT A GLANCE 04 Client handling skills 05 Fundamentals of PR strategy 05 Fundamentals of social marketing 05 Getting to grips with grammar 06 Introduction to event management 06 Introduction to internal communication 06 Introduction to not-for-profit PR 07 Introduction to PR (2-day course) 07 CIPR Foundation Award 08 Introduction to social media 08 Managing print & design projects 08 Proofreading 09 Selling-in your stories 09 The great communicator 09 Working with the media 10 Writing better press releases 10 Writing for impact: unlock your writing potential 10 Writing for the press 11 Writing for the web

Client Handling Skills OVERVIEW The bond between client and PR practitioner is arguably the most crucial factor in building a mutually beneficial relationship. Suitable for in-house and consultancy practitioners, this workshop will equip delegates with the skills and techniques needed to work effectively with clients and build lasting relationships. This is a highly interactive workshop that will include role-playing exercises. TOPICS • The ideal client/consultant relationship • Common problems and how to deal with them • The consistent communications framework and client’s charter • Agreeing, managing, exceeding and monitoring expectations • Using assertive behaviour to manage difficult situations • Adapting behaviour to deal with different personality types. LEARNING OUTCOMES Delegates will improve their ability to understand what clients really want, and to communicate with them effectively. They will become more assertive and will be able to adapt their behaviour to deal with difficult situations. They will be able to constantly monitor, adapt and improve their working relationships, and will create a workable client’s charter. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 04 May 2011 06 December 2011

Fundamentals of PR strategy

Fundamentals of Social Marketing

Getting to Grips with Grammar

OVERVIEW An effective PR strategy will flow from, and support, an organisation’s corporate plans. This workshop will define a strategic approach to public relations and show how PR is integral to creating and implementing corporate strategy. Particular emphasis is placed on looking at practical ways to create and develop a PR strategy. Aspects of strategic decision-making are covered and time will be spent examining recent case studies, as well as delegates’ experiences and requirements.

OVERVIEW This course will show you how to use marketing principles to change people’s attitudes and behaviour. Starting with how to find out what people think about your issue or topic, we’ll look at how to set SMART objectives to achieve your aims, and then how to use ‘marcomms’ techniques to reach your key audiences. You probably are accountable for every penny that you spend, so we’ll also show you how to measure and evaluate your results.

OVERVIEW This highly interactive workshop will help busy PR professionals understand the basic rules of grammar so that every email, press release, article, advert, letter and report reflects the standards and professionalism of your business.

TOPICS • Strategy development and implementation • The contribution of strategic decision-making to organisation performance • The PR contribution to strategic decisionmaking, strategy development and implementation • Public relations strategy • Case study examples of strategy in action • Developing strategic thinking, including analysis techniques. LEARNING OUTCOMES Delegates will improve their ability to think strategically and to see opportunities for public relations in strategic decision-making, strategy development and implementation. In addition, they will develop their own capabilities in applying strategic thinking to public relations practice. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT Includes a copy of ‘Planning & Managing PR Campaigns’. DATES 15 March 2011 20 July 2011 23 September – Edinburgh 16 November 2011

TOPICS • What is social marketing? Who uses it and Why? • How to use research to find out people’s current attitudes and behaviour • Setting SMART objectives • Successful strategies • Getting the right marcomms mix of PR, advertising, direct marketing • Measuring and evaluating. LEARNING OUTCOMES Delegates will have an understanding of what social marketing and how it has been used in a range of scenarios, from health to housing, crime prevention to safer motoring, safety to littering. They will have an awareness of both the internal and external factors affecting social marketing, and a basic understanding of how to plan a social marketing campaign. This is not a course on Social Media. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 25 May 2011

TOPICS • What poor grammar says about you and your company • The different parts of speech and why it’s important to know them • Common grammatical errors and how to avoid them • How to ensure that your reader knows exactly what you mean • Common problem-words and how to use them correctly • What makes a sentence a sentence • How to construct complex sentences correctly • How to turn long, complex sentences into short, simple sentences • When to use different punctuation marks • How to write in Plain English so that your words are easily understood. LEARNING OUTCOMES Using a mix of theory, discussion and individual exercises, delegates are taught how to understand and remember the rules of grammar so that common mistakes can be avoided. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 14 June 2011 25 October 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

The general grounding in this subject was really useful and I took one or two things in particular away with me that will make a huge difference to the project management of my bike show next year. Simon Hoggett, Hertfordshire County Council (Introduction to Event Management)

Introduction to event management

Introduction to internal communication

Introduction to not-for-profit PR

OVERVIEW This workshop is designed for those who have a role in, or the opportunity to play a part in, organising events but who have limited experience in doing so. It will provide an initial, all-round grounding in managing a successful event.

OVERVIEW This course is designed for those new to internal communication. It provides the basic knowledge needed to work effectively in this field. It explores the role of internal communication as part of the broader communication mix and how it makes a positive contribution to the performance of any organisation. Delegates will discuss the importance of identifying and engaging with different stakeholders and will leave with practical tools they can implement in the office.

OVERVIEW This course is designed for those working in the charitable sectors who want to gain an insight into public relations. It will consider the role of PR and its interface with fundraising and other related communications and marketing disciplines in the sector. The course includes a basic introduction to some of the sector specific PR requirements and communications tactics – planning and creativity on a budget, case studies, campaigning and working with celebrities.

TOPICS • The role of internal communication • Internal communication as part of the communications mix • Stakeholders – who they are, how to identify and engage them • Internal communication tools.

TOPICS • An introduction to the not-for-profit sector • The role of PR and communications • PR on a shoestring – strategy, tactics and evaluation • The role of campaigning • PR and fundraising.

LEARNING OUTCOMES Delegates will gain a clear understanding of how internal communication forms part of an organisation’s communications strategy. They will understand the importance of stakeholders and be able to identify them. Delegates will learn when and how to use effectively the broad range of internal communication tools available.

LEARNING OUTCOMES Delegates will have an understanding of the use of PR in the not-for-profit sector and an awareness of the internal and external factors affecting PR and communications practice in the sector. They will have a basic understanding of some of the industry specific PR tactics and an opportunity to learn from award-winning charity sector campaigns.

TOPICS • An introduction to event management • Developing an event strategy • The objectives and evaluation process • Identifying target audiences • The event format and programme • Financial management • The communications mix • Celebrities and sponsorship • The event itself – do’s and don’ts • The contingency plan. LEARNING OUTCOMES Delegates will develop a clear understanding of the role and importance of events in the overall communications mix and will feel confident in organising large and small events in an individual or team environment. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 08 February 2011 16 May 2011 14 September 2011 06 December 2011

WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT

Includes a copy of ‘Effective Internal Communication’. DATES 10 March 2011 29 September 2011

DATES 10 May 2011

Introduction to PR (2 day course)

CIPR Foundation Award

DAY ONE OVERVIEW Day one of this workshop will introduce delegates to the role and scope of PR in a variety of organisations. The course starts with an examination of what public relations is and how it differs from marketing and advertising. Delegates then go on to look at audiences and the media. They will match these up to specific types of PR activity, covering both internal and external communication, and will contrast inhouse and consultancy roles and tasks. The final session of the day gives delegates a chance to put into practice all the techniques discussed, using a case study to illustrate PR programme planning.

DAY TWO OVERVIEW Day two of this workshop examines one of the key competencies of the successful public relations practitioner – writing skills. The importance of written communication is outlined before being applied to tasks ranging from press releases to feature articles. The media relations context in which these devices are used is also reviewed.

Delegates who have completed the two day Introduction to PR workshop have the option to complete a third day (including an exam) to gain an industry recognised qualification. For full details of this qualification, as well as dates, visit www.cipr.co.uk/qualifications

TOPICS • Correct and effective English • What makes a good press release • Writing and using feature articles • Appreciating the journalist’s perspective and providing what they want.

DATES 25 March 2011 15 July 2011 07 October 2011 09 December 2011

TOPICS • What is public relations? • Who do we want to reach and how do we reach them? • What PR can do for you – both in-house and consultancy • Putting it all together – a group case study and presentation.

LEARNING OUTCOMES Through practical exercises and group discussion, delegates will gain an understanding of the role of writing skills, and their contribution to effective media relations.

LEARNING OUTCOMES Through interactive practical exercises, group discussions and a presentation, delegates will gain an appreciation of where PR should fit into an organisation, what it can (and can’t) achieve, and will have an understanding of the audiences and techniques used. Day one will help increase confidence in presentation and persuasion skills, and delegates will leave with a blueprint for a PR programme which they can then adapt to help solve particular PR problems.

CONVERSION FEE £190 + VAT

WORKSHOP FEE CIPR members: £530 + VAT Non-members: £640 + VAT Includes a copy of ‘Public Relations – A Practical Guide to the Basics’. DATES 09 & 10 February 2011 13 & 14 April 2011 04 & 05 May 2011 – Edinburgh 15 & 16 June 2011 07 & 08 September 2011 02 & 03 November 2011 07 & 08 December 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Introduction to social media

Managing print & design projects

Proofreading

OVERVIEW The rapid growth in social media (including social networks such as Facebook, LinkedIn, and Twitter), blogging, podcasts and wikis, combined with the decline in influence of traditional media, presents major challenges and opportunities for PR professionals in building relationships with stakeholders. This workshop provides an introduction to social media, combined with practical insight into how to integrate social media into broader stakeholder communication programmes.

OVERVIEW This course is designed for those who wish to make sense of the jargon associated with print production, so that they can successfully brief and manage the production of print literature whilst gaining an understanding of key design principles.

OVERVIEW The most carefully crafted written materials can be ruined by the simplest of errors. Mistakes not only cloud understanding but also embarrass those making them and sully the image of the organisation responsible. This workshop addresses this key aspect of corporate image.

TOPICS • Principles of good design and layout • Fundamentals of using colour and photography • Processes that affect their quality in print • Selecting paper and font types • Different print applications and their uses • Print specifications explained • Quality control – checking proofs for typographical and typescript errors • Understanding the technical terms • Overview of finishing processes.

TOPICS • Top tips for proofreading • House style • Common errors • Correcting using proofreading marks • Grammar and punctuation refresher • Editing and proofreading.

TOPICS • What is social media and why is it significant? • Introduction to the main social network platforms • Cultural and ethical issues of social media • Resourcing a social media programme • Integrating social media within a broader communication programme • Metrics and analytics • Case studies. LEARNING OUTCOMES Delegates will gain a practical understanding of how social media can be deployed to radically change the way organisations communicate with stakeholders. They will be introduced to the role of different social media platforms and will receive practical tips and ideas on how to introduce social media programmes into their own organisations. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 23 March 2011 23 June 2011 22 September 2011 15 December 2011

DELEGATES ARE REQUIRED TO BRING A LAPTOP

LEARNING OUTCOMES This practical workshop gives delegates the skills to manage the production of print material (whether leaflets, company brochures, newsletters or posters). They will undertake a review of good and bad design, analyse jobs that have gone wrong and why, and look at paper samples and photographs before writing a design and print brief. The day finishes with a jargon buster exercise. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 23 March 2011 11 October 2011

LEARNING OUTCOMES Based around a series of exercises, this intensive course provides delegates with practical advice on how to spot the smallest of errors and inconsistencies (and indicate them clearly). The aim is to ensure the highest levels of professionalism and presentation in all published material. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 24 February 2011 18 October 2011

Selling-in your stories

The Great Communicator

Working with the media

OVERVIEW How do you get a journalist interested in your news release? How do you approach the journalist? This workshop focuses on the importance of having a story the journalist wants, and how to present it as effectively as possible. Delegates will examine various strategies that will help to increase their success rate when selling-in stories to the media. The programme is highly interactive.

OVERVIEW This course helps delegates become outstanding all-round communicators. It will enable them to present, write, network and build relationships more effectively, and will examine everything from body language and tone of voice, to influencing skills and the art of persuasion.

OVERVIEW Media relations is the bedrock of all public relations programmes. Those new to PR, those who have made a career switch from another discipline, or those responsible for managing media relations will all derive enormous benefit from this lively workshop that concentrates on developing good working relationships with press and broadcast journalists.

TOPICS • Why everyone has problems with the idea of selling-in stories • Making sure it is a good story • What the journalist wants • Managing client/internal expectations • Communicating a good story – writing it • Communicating a great story – speaking it • Who to approach, when and how • Telephone techniques • Email techniques • Common mistakes people make. LEARNING OUTCOMES Delegates will feel a greater degree of confidence when constructing effective news stories and in filtering out stories with little or no news value. They will approach the selling process in a sophisticated and strategic way so that the chances of success are increased. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 01 February 2011 21 July 2011 10 November 2011

The course looks at all aspects of communication on both a personal and professional basis, and shows how good communication is as much a matter of attitude as technique. It illustrates how, by communicating more effectively, people can be more successful in business and develop stronger, more rewarding relationships. The course is for anyone who wants to improve their ability to communicate well through the written and spoken word. TOPICS • Developing the right mindset for good communication • Getting to grips with the basics • Understanding the vital role of body language and tone of voice • Adapting your communication style to different settings • Building strong, sustainable relationships • Communicating well through the written word • Communicating well through the spoken word • Giving great presentations • The styles needed for formal and informal communication • Dealing with difficult people • Dealing with awkward situations. LEARNING OUTCOMES Delegates will improve their ability to communicate with others, regardless of the setting. They will understand what’s holding them back, and leave the course equipped with the tools to be a Great Communicator.

TOPICS • A strategic approach to media relations • What’s it like to be a journalist? • Understanding and building relationships with journalists • Writing well for the media • News stories • Think in pictures – TV • Think voices – radio • The structure of TV news • The future of media • Press conference role-play. LEARNING OUTCOMES Delegates will feel encouraged to establish contacts within the media and will be able to pick up the phone or send an email with greater confidence. They will be able to write a basic news release, handle media enquiries effectively, and understand the special needs of broadcast media. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT Includes a copy of ‘Effective Media Relations’. DATES 03 February 2011 20 September 2011

WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 11 May 2011 17 November 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Writing better press releases

Writing for impact: Unlock your writing potential

Writing for the press

OVERVIEW Writing a good press release is a must-have skill for anyone in the PR profession. Once you know the classic formula for structuring a news story, and how to put together the intro to attract attention instantly, you’ve got it made – providing of course that you have a strong story. In one intensive day, you can learn to write your news release exactly like a journalist and give your release the best possible chance of being published. This is an opportunity to see things from the journalists’ perspective – and to study in depth the finer points of writing different types of press release.

OVERVIEW Sometimes when you are writing, the more you struggle the harder it is to find the right words. Yet on other occasions the ideas flow with ease, and your copy is imaginative, rich and powerful. The most successful writers are those who are able to tune into the reader’s wavelength, and who use imaginative approaches, take new directions and think outside the box. If you want your writing to be exciting, persuasive and powerful, learn how to tap into the skills you thought you never had.

OVERVIEW This practical workshop is designed for those who are new to writing for the media. Delegates will look in detail at the British press, discuss topics and angles for news stories, and look at the structure and content of a news release. Good and bad news examples will be examined and delegates will establish how these can be adapted to fit the needs of different media.

TOPICS • What journalists want from a press release • What makes a story? • How to develop a journalistic writing style that’s easy to read • Successful headlines and intros • Using quotes to add value to your message • Embargoes • Creating stories when there’s nothing much new to say • Delegates’ examples for review and discussion. LEARNING OUTCOMES Delegates will gain insight into how to start a press story with impact and structure it without a struggle. They will understand how to vary their writing style according to the publication and know how to write faster and more fluently, even if writing was previously a problem area. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 01 March 2011 09 November 2011

TOPICS • How to plug into your creativity • Making writing an enjoyable, fun experience • Six steps to co-ordinate heart and head • Effective editing – a matter of good timing • How to overcome your internal negative chatter • Building speed and confidence – abolishing writer’s block • Improving pace, readability and style • An own-choice writing project to put your new skills into immediate action.

TOPICS • The British press – structure, various needs of different types of journalists, the editorial process, and how and where PR practitioners fit in • Topics and angles for a news story • News release structure • Good and bad news stories • How to adapt for the different types of press • Introduction to feature writing and photo stories.

LEARNING OUTCOMES Delegates will be able to produce all types of written material faster, more fluently and more creatively. They will feel confident about writing well, even if this has previously been a problem area.

LEARNING OUTCOMES Through practical exercises and group discussions, delegates will gain a working insight into how different magazines and newspapers are put together and how to contact a journalist. Delegates will gain a thorough understanding of writing news releases for different types of press and will learn how and when to contact journalists to sell-in a feature.

WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT

DATES 28 June 2011 24 November 2011

Includes a copy of ‘Effective Writing Skills for Public Relations’.

DELEGATES ARE ASKED TO BRING A CURRENT EXAMPLE OF THEIR WRITING TO THIS WORKSHOP

20% discount

DATES 16 March 2011 22 June 2011 – Edinburgh 28 September 2011

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Writing for the web OVERVIEW It is impossible to ignore the impact of e-communications, such as email, the Internet or intranet. And the writing style used for online communications has a profound impact on their success. Web writers and designers need to be able to create excellent copy that will impact on screen, as well as on paper. TOPICS • Understanding your audience and what they’re looking for • Style and design and how it affects your choice of words • Target audiences and writing to interest them • Richness and reach of messages • Readership issues • Search engines. LEARNING OUTCOMES Delegates will gain an understanding of the principal differences between writing for e-communications – particularly for the web – and the traditional printed media. Delegates will learn key techniques to ensure web words have the right impact on visitors to their site, hold visitor interest, and make them return to their site again and again. WORKSHOP FEE (FULL DAY) CIPR members: £350 + VAT Non-members: £455 + VAT DATES LONDON (FULL DAY ONLY) 29 March 2011 30 November 2011 WORKSHOP FEE (HALF DAY) CIPR members: £175 + VAT Non-members: £235 + VAT DATES EDINBURGH (HALF DAY ONLY) 16 March 2011 – E dinburgh (1.30pm–5.30pm)

DELEGATES ARE REQUIRED TO BRING A LAPTOP

courses to choose from

Intermediate courses You are likely to have two to three years’ PR experience and may be working at PR officer/account executive or newly promoted PR manager/account manager level. You may have recently graduated from the CIPR Advanced Certificate or have a PR degree with some work experience. You may have previously attended a related Basic level CIPR workshop. These courses will concentrate on core PR, communication and business skills. They will help you begin to think more strategically, develop your analytical skills, and equip you with the knowledge and understanding required to manage people and a range of workplace situations.

COURSES AT A GLANCE 12 Account management 13 Copywriting for PR professionals 13 Corporate responsibility 13 Creative writing 14 Crisis communications 14 Creativity in PR 14 Evaluating PR 15 Feature writing 15 Handling media interviews 15 How to be a rainmaker 16 Integrated PR 16 Introduction to podcasting 16 Making line managers better communicators 17 Photography in the media 17 Planning & managing PR campaigns 17 Practical Public Affairs 18 PR on a low budget 18 Proposal writing 18 PR writing skills 19 PR writing skills Masterclass 19 PR & SEO 19 Presentation skills & public speaking 20 Stakeholder engagement 20 The role of consultation 20 Working with the broadcast media 21 Writing newsletters & magazines 21 Using PR surveys (half-day course) 21 Writing great speeches

Account management OVERVIEW Time spent on account management can absorb almost half of an agency’s activities and plays a major role in delivering successful PR campaigns. This practical course is aimed at consultancy practitioners who wish to sharpen their client and project management skills. A strong focus is placed on developing the interpersonal and strategic skills needed to build long term and profitable client relationships. TOPICS • Account management roles and responsibilities • Implementing a strategy to grow account business • Identifying priorities and juggling different clients • Successful project management • Effective communication – day-to-day, meetings and presentations • Managing client expectations • Dealing with difficulties • Managing the support team – delegating, monitoring, motivating. LEARNING OUTCOMES Delegates will develop a clear understanding of the account management process in PR practice. Through discussion, self-appraisal and role-play they will be equipped with a range of techniques to help service different clients within an increasingly time-pressured environment, and will develop the skills and confidence to handle difficult clients and situations. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 19 April 2011 01 November 2011

This workshop has given me a better understanding of my role, my challenges as a manager with regards to responsibilities and client relationships/expectations. Natasha Ettridge, Murray Media Ltd (Account Management)

Copywriting for PR professionals

Corporate Responsibility

Creative writing

OVERVIEW PR executives are often called upon to write a range of marketing communication documents such as brochures, newsletters, advertorials, speeches, web content and sometimes even sales letters/emails and ad copy. This interactive course looks at the basic principles of copywriting and how it differs from writing for the media and writing other business documents such as emails, letters and reports. Copywriting for PR Professionals helps delegates write effective, creative, memorable copy more quickly and more easily.

OVERVIEW Increasing awareness of climate change and social issues in a global marketplace has fuelled a growth in CSR. But with budgets under pressure, is CSR essential for every organisation? And to what extent should CSR programmes be the responsibility of public relations professionals? This course looks at different types of CSR activity, its development and wider context, and introduces key areas of debate. Delegates will also look at the practicalities of structuring and managing sometimes complex CSR programmes at national and international level in organisations.

OVERVIEW This course enables you to gain new, deeper insights into how to make your copy achieve impact and results. Are you just typing rather than writing? With greater demands on communicators to achieve more, the course helps you invest in one of your core professional skills, your creative writing.

TOPICS • What is copy and what makes good copy great • The first three essentials: the brief, the reader and the benefits • How to use AIDA (Attention Interest Desire Action) to structure copy • The importance of headings and sub-heads • How language and style affect reader perception • Mastering the art of Plain English • Writing exercises and feedback. LEARNING OUTCOMES Delegates will learn how to develop their PR writing skills into producing punchier, original and more engaging copy for brochures, emailers, speeches and the web. They will also feel more confident about their writing and be keen to take on a more senior and creative role.

TOPICS • What is CSR, and how is it different from charity or philanthropy? • The context and development of CSR, and its relationship to PR • The importance of CSR in managing organisational risk and reputation • Structures, management and lines of responsibility for CSR within organisations • Examples of CSR activity and programmes • Developing PR strategies and programmes for CSR programmes.

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

LEARNING OUTCOMES Delegates will gain a clear understanding of the relationship between CSR and public relations and also trends and key areas of professional debate. They will also work on strategies, programmes and structures to develop and manage CSR activity in an organisational context and discuss real cases and examples.

DATES 21 June 2011 30 November 2011

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

TOPICS • Address the fundamental communications challenge • Overcome your biggest obstacle • Stretch your writing to make boring copy interesting and alive • Using a variety of proven structures to improve the effectiveness • Overcome writer’s block • Get ideas – fast • Fine tune your writing for different audiences • Boost your belief and confidence in your own writing • Discover trades secrets from leading experts • The top errors – and how to avoid them. LEARNING OUTCOMES Revisit your written work with new confidence, tailor your creative product for different markets, use your writing to gain attention and impact, to help you with the ‘writing explosion’. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 03 March 2011 28 September 2011

DATES 02 March 2011 29 November 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

I had a thorough understanding of how to plan for a crisis and how to respond as an organisation. Nina Blunck MCIPR, Health Professional Council (Crisis Communications)

Crisis communications

Creativity in PR

Evaluating PR

OVERVIEW This course is designed for those who are likely to be involved in managing communications at the time of a major incident. Through discussion of the nature of crises, examination of case studies and practical exercises, the session highlights the importance of communication and some practical techniques for successful operational management of a major incident.

OVERVIEW Creativity is a vital skill in the public relations profession, yet most people in the industry have not received any training in this area. Nor do they understand how creativity works and how creative performance can be improved dramatically. Packed with practical advice and based on delegates’ own real-life challenges, the workshop will demonstrate that even the least creative can improve their creative abilities, and can manage the creative dimension of their work.

OVERVIEW With evaluation a key issue in current public relations practice, this workshop outlines the relevant aspects of Planning, Research and Evaluation (PRE). It is based on the premise that the tools required exist – the challenge is to understand and apply them.

TOPICS • What is a crisis and who is interested? • Crisis planning – planning to communicate • First voice – initial communication response • Considered responses – what format and which people? • Case studies – what works and what doesn’t? LEARNING OUTCOMES Delegates will become familiar with the particular communication challenges that crisis situations present, and the techniques that will help them communicate effectively. They will become aware of the strengths of their communication response to incidents, and will have created an action plan to cover any areas of weakness. With the skills and knowledge developed through the session they will be able to take a more positive approach to dealing with major incidents.

TOPICS • Techniques to help tap into your creative side • Ten ways to improve creative ability • 25 techniques to generate new ideas • Proven systems to make organisations and practitioners more creative and innovative • Understanding the creative process • Key thinking processes • How to sell creativity • What makes a creative individual and team. LEARNING OUTCOMES Delegates will improve their ability to effectively manage creativity in their day-to-day PR activity. They will be able to generate, develop and nurture ideas, and will know when, and when not, to be creative.

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

Includes a copy of ‘Risk Issues and Crisis Management’.

Includes a copy of ‘Creativity in PR’.

DATES 23 February 2011 05 May 2011 21 September 2011 14 December 2011

TOPICS • Addressing the barriers to evaluation • Objective setting and writing objectives • Research methods and their application • Outputs, out-takes and outcomes • Process and impact evaluation • Getting maximum benefit from media evaluation. LEARNING OUTCOMES Through the examination of case studies and group discussion, delegates will gain an appreciation of the challenges and opportunities that evaluation offers. A more sophisticated understanding of the issues involved will enable delegates to maximise the opportunities that exist to deploy evaluation as an integral part of public relations research and planning. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT Includes a copy of ‘Evaluating Public Relations’. DATES 13 April 2011 02 November 2011

DATES 02 February 2011 11 May 2011 06 September 2011 15 December 2011

It was a very useful workshop. I have learnt some great techniques which will definitely help in generating ideas and selling them into management. Fiona Robertson, SES (Creativity in PR)

Feature writing

Handling media interviews

How to be a rainmaker

OVERVIEW This course is designed for in-house and consultancy practitioners who want to start to write, or to write better, features for in-house publications and trade and specialist press. It also looks at how to submit concepts for features to editors of consumer and other publications.

OVERVIEW Knowing how to handle a media interview is vital to good public relations. This comprehensive workshop is for managers, account executives and PR officers who want to tackle interviews competently and with confidence. It will also show delegates how to prepare their colleagues or clients for media interviews. Subjects covered include how to develop key messages, essential presentation skills and how to deal with awkward questions. The emphasis is on practical exercises supported by relevant theory.

OVERVIEW Arguably the most important skill for any PR consultant is the ability to win new business. When there’s no formal pitch, how do you generate new business from contacts and prospects? Cold calling is notoriously difficult, so how can you extend your circle of potential clients without getting the cold shoulder? And once you have a new business meeting, how can you maximise your chances of converting this into billable activity? This is a workshop for consultants and wannabe “rainmakers” looking to develop the skills needed to win new business without a pitch. The workshop does not look at pitching.

TOPICS • The difference between writing news stories and features • Why features are important in PR programmes • Common types of features • Editorial policy on features • The feature brief • Developing a writing style for features • Structuring features • Thinking visually. LEARNING OUTCOMES Delegates will get a feel for what is needed to create a good feature. They will be able to write synopses for features for submission to publications. They will also be able to structure and to write a basic feature. Delegates are encouraged to put into practice what they have learnt as soon as they return to the workplace, and post-event support is offered when they tackle their first feature article. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT Includes a copy of ‘Effective Writing Skills for Public Relations’. DATES 07 June 2011 04 October 2011

TOPICS • What to expect in press, radio and television interviews • How to look and sound your best • Practical message management • Handling contentious issues • Controlling the interview • Giving feedback and de-briefing. LEARNING OUTCOMES Delegates will be able to work up key messages and lines-to-take, and tackle common types of newspaper, radio or television interview effectively and with confidence. They will be able to mentor and support non-communication professionals who have to give media interviews, and brief and de-brief spokespeople. WORKSHOP FEE CIPR members: £390 + VAT Non-members: £490 + VAT DATES 26 May 2011 13 December 2011

TOPICS • Developing new business from existing clients • Identifying new prospects and contacts: avoiding the cold sell • Creating new business opportunities • Managing new business meetings • Strategies for building and managing a new business pipeline. LEARNING OUTCOMES Delegates will learn sales skills directly applicable to PR consultancy and or working independently, and develop ideas and strategies for maximising their prospects of winning new business – even if they’re never invited to pitch. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 15 February 2011 14 September 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Integrated PR

Introduction to Podcasting

Making line managers better communicators

OVERVIEW This workshop is designed for professionals whose role and remit is to co-ordinate a full range of communications skills in order to achieve corporate and campaign communications objectives to best effect.

OVERVIEW Podcasting – on-demand radio and video for the web – is a powerful new way to reach external and internal audiences and attract media coverage. The aim of this course is to introduce delegates to the equipment and skills needed to create punchy multimedia productions that look and sound good.

OVERVIEW Increasingly communicators are looking to improve the quality of line manager communicators. Supervisors and local leaders can play a vital role in explaining an organisations’ message – but are often poor performers. This workshop is designed for anyone charged with improving line manager communications or developing a communications cascade. Through case studies and discussion, the day will help delegates identify where they can make a difference and plan improvements.

TOPICS • The role of public relations • Reputation management • Pro-active and re-active communications • Taking a strategic approach to PR • Identifying and reaching target audiences • Internal communications • Media relations • Marketing and promotion • Advertising • Crisis management. LEARNING OUTCOMES Delegates will develop a clear understanding of the overall mix of activities that PR can call upon in achieving corporate and campaign objectives, and will feel confident in utilising each skill to best effect in any given set of circumstances. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 30 March 2011 13 July 2011 18 October 2011

Practical exercises provide hands-on experience with the latest sound recorders and editing software, and a top television news cameraman will demonstrate how to create professional looking video. TOPICS • The power of the new media • The tools you need • Planning and preparation • Interviewing skills • Presentation skills • Recording and editing sound and video files • Creating syndication feeds • News centres

TOPICS • When do line managers make great communicators and when they don’t • The five main reasons why line management communications can fail • Making sure managers know communications is their job • How do you brief and prepare them to communicate? • Approaches to training them to be better communicators? • What tools do they value • How do you know if it is working.

LEARNING OUTCOMES As well as understanding the power of podcasting as a communication tool, delegates will develop interviewing and presentation skills, be able to record and edit simple sound files and know how to produce a podcast. They will also acquire an awareness of the techniques needed to shoot and edit quality video.

LEARNING OUTCOMES At the end of the workshop, delegates will have a simple but flexible template for auditing their own processes or designing a cascade from scratch. They will also have seen practical examples from real life and had an opportunity to debate good practice.

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

DATES 19 April 2011 23 November 2011

DATES 22 June 2011 06 October 2011

This workshop has given me a sound knowledge of planning and implementing a PR campaign. It has also helped me enhance my knowledge of PR. Matthew Millard, Landmark Media International Limited (Planning and Managing PR Campaigns)

Photography in the Media (half Day course)

Planning & managing PR campaigns

Practical public affairs

OVERVIEW Good photography can mean the difference between a story making the press or not and is an often overlooked PR tactic. This half-day course covers the whole process, from agreeing the shot to building relationships with picture desks.

OVERVIEW This course is designed for practitioners who need to develop their campaign, project and programme management skills. The course describes campaign planning in terms of project management, and uses examples to show how project management techniques available in other areas of management are relevant and useful to PR practice. A number of exercises allow participants to use the techniques discussed.

OVERVIEW This hands-on course is designed both for those with limited knowledge of public affairs and experienced practitioners, providing a broad insight into the skills required for lobbying and political communication, dispelling the myths and developing practical skills in public affairs.

TOPICS • Focusing on different types of photo opportunity: objects, exhibitions, events, people • Preparing for a photocall: organisational checklist and planning • Securing maximum attendance: getting the right people down and what to do when they don’t show • Hot shots: tips on good photos, giving the media what they want • Managing photographers: handling photographers, positioning, briefing and direction • Picture captions: writing concise, eye-catching copy • Placing photos: selling-in, syndication, follow-up. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm DATES 05 April 2011 28 October 2011

TOPICS • Campaign, project and programme management • Making sense of public relations as a management task • The public relations process – research, analysis, objective setting, planning, implementation and evaluation • Resource allocation and budgeting • Managing time and people • Monitoring progress and control techniques • Building project management skills – guidelines for further work. LEARNING OUTCOMES Delegates will improve their ability to plan and manage campaigns, and to see themselves as managers making decisions about resource allocation, the development of project teams and campaign elements. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

TOPICS • Public affairs and political communication • Influencing political decision-making processes • Participating in the law-making and other parliamentary processes • Developing EU public affairs campaigns. LEARNING OUTCOMES By means of case studies and group exercises delegates will learn practical public affairs techniques, including how to develop lobbying campaigns and communicate with specialist political audiences, and will enhance their understanding of the interface between politics and public administration. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT Includes a copy of ‘Public Affairs in Practice’. DATES 22 February 2011 23 November 2011

Includes a copy of ‘Planning and Managing a PR Campaign’. DATES 16 February 2011 12 April 2011 28 June 2011 08 September 2011 22 November 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

PR on a low budget

Proposal writing

PR writing skills

OVERVIEW Running a successful public relations campaign within a small team and on a limited budget can be a challenge for many PR practitioners. This need not be a problem. Low budget PR campaigns can be highly effective when they are coupled with creativity, tenacity and a knowledge of how to exploit editorial media.

OVERVIEW Following the step-by-step guidelines in this workshop, writing a successful PR proposal becomes a straightforward and logical process. From taking the brief to finalising the plans, this plain English course demonstrates how to pull together a professional, strategic PR campaign.

OVERVIEW Public relations practitioners at all levels need to communicate successfully through their written work. This workshop examines the principles of effective business writing and applies them to a range of everyday tasks such as press releases, feature articles, letters and emails.

TOPICS • Briefs: effective questioning techniques and interrogation of the brief • The planning process: the proposal timeline; industry research; SWOT and PESTLE analyses • Definition of strategy: what it is, how to use it and its benefits • Building the framework: difference between objectives, strategy and tactics • Document flow: building an irrefutable business case by choosing the appropriate structure, style and format for the argument • Insightful recommendations: creating the wow moment; communicating vision, insight and creativity • Messages: agreeing and refining audience messages • Tactics: creative ideas, research and development • Budgeting: cost allocation, expenses and fees • Results: monitoring, measuring and reviewing.

TOPICS • Clarity and consistency • Proofreading • Maintaining interest • Creativity: stylistic and rhetorical devices • Plain English • Punctuation and grammar refresher.

TOPICS • Positioning your organisation and its spokespeople as a thought leaders • Using creative techniques for idea generation • Building campaigns around calendar hooks and annual events • Maximising political, economic, social, technical, legal and environmental (PESTLE) platforms • Reacting to ad hoc news stories – rapid response PR • Developing tailored feature pitches to generate quality coverage • Placing by-lined articles, opinion pieces and profiles • Sourcing and pitching case studies • Targeting niche audiences that have a significant impact on objectives • Building an online presence via blogs and social media • Utilising existing marketing collateral for PR purposes. LEARNING OUTCOMES Delegates will develop a clear understanding of the wide range of low cost channels of communication available to them. They will also gain confidence in how to use both traditional and new media to meet strategic campaign objectives. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 17 March 2011 07 July 2011 28 September 2011 08 December 2011

LEARNING OUTCOMES Participants will gain clarity and confidence in structuring a strategic PR plan. They will understand the core framework and learn how to build on this to develop outstanding PR campaigns. WORKSHOP FEE CIPR members: £350 + VAT Non-members: £455 + VAT DATES 06 April 2011 15 September 2011

LEARNING OUTCOMES Through the analysis of a range of examples of good (and not-so-good) writing tasks, delegates draw lessons relevant to their own day-to-day practice. The emphasis is on understanding the principles of general applicability across a range of writing tasks. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT Includes a copy of ‘Effective Writing Skills for Public Relations’. DATES 16 February 2011 05 July 2011 13 October 2011

PR writing skills Masterclass

PR & SEO

Presentation skills & public speaking

OVERVIEW This Masterclass is delivered in the spirit of plain English and focuses on the two drivers of effective written communications: the nature of the task and the audience being addressed. It builds on the practical elements of the workshop that underpins it. Delegates are encouraged to provide examples of their own work (in advance) for critique and feedback.

OVERVIEW The intersection of PR and search engine optimisation has become one of the most fiercely contested debates of recent times. However, many PR professionals remain unaware of exactly how search works – or how it can form part of a smarter approach to PR.

OVERVIEW This course is specially designed for anyone working in PR who already has some experience of speaking in public and delivering presentations, and who wishes to improve their skills and confidence. Delegates will be introduced to a wide range of tips and techniques that will allow them to make winning speeches and presentations. Advice will also be given on how to reduce and control nerves. The course enables delegates to practice newly acquired techniques in a supportive environment, and receive professional coaching and constructive feedback.

TOPICS • Writing and targeting press releases • Summarising material • Writing copy for the web • Editing text • Identifying errors and ensuring consistency • Writing features. LEARNING OUTCOMES Delegates have the opportunity to examine a range of writing tasks in some depth. This is supported by peer review, ‘expert’ answers and one-to-one feedback. Most delegates will have attended the CIPR’s ‘PR writing skills’ workshop, but it is also open to those with equivalent expertise.

The CIPR’s PR and SEO workshop provides a detailed and practical examination of exactly what factors really do have an influence on search result rankings. It also provides a thorough grounding in the tools to use to make informed decisions about search, PR and content strategies as well as case studies and real world examples of exactly how search techniques can be incorporated into a broader public relation approach. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 25 May 2011 26 October 2011

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 04 May 2011 13 September 2011

DELEGATES ARE REQUIRED TO BRING A LAPTOP

TOPICS • Identifying objectives • Structuring a speech/presentation • How to make a good impression • How to maintain an audience’s attention • Developing an interesting voice • Using appropriate visual aids • Controlling nerves • Body language • Handling difficult questions. LEARNING OUTCOMES Delegates will come away from the course equipped with a range of techniques that will enable them to improve their presentation skills further. They will have gained knowledge about how to make a memorable and effective presentation. They will have greater confidence and a desire to put into practice what they have learnt at the earliest opportunity. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT Includes a copy of ‘Effective Personal Communications’. DATES 12 May 2011 24 November 2011 18 May 2011 – Glasgow

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Stakeholder Engagement

The role of consultation

Working with the broadcast media

OVERVIEW Senior managers and PR practitioners talk a lot about stakeholders and of managing relationships with stakeholders. But what do we mean by a ‘stakeholder’? And what is the difference between a stakeholder and a target audience? And how do we know who our stakeholders are? And what is their relative importance to our organisation? The workshop will give participants an insight into stakeholder theory and consider contemporary practice in stakeholder management. We will also look at how we can understand and influence stakeholders in order to plan engagement programmes which deliver mutually advantageous results.

OVERVIEW This course looks at the development and rise of consultation and its growing importance to a range of organisations. It combines hands-on experience with an explanation of the essential components of consultation.

OVERVIEW This course is suitable for those with a basic understanding of media relations but who have limited experience in handling broadcast journalists. It is also suitable for those who want to improve their success rate when selling-in to the broadcast media. It aims to help participants decide which stories are suitable for TV and radio coverage, show them how to target broadcasters more effectively, and provide a valuable insight into the production requirements.

TOPICS • Defining stakeholders • Understanding the concept of stakeholding and its importance to PR practitioners • Identifying, segmenting and prioritising stakeholders • Techniques for engaging and influencing stakeholders • Stakeholder mapping • Engaging with ‘hard to reach’ stakeholders • Evaluating stakeholder relationships.

TOPICS • What is consultation? • What are the requirements (legal etc)? • Know your audience • Forms of engagement • How to make the most of engagement (how to use the results).

The course is aimed at those with a limited knowledge of what consultation is and how it works but will also be appropriate for more experienced practitioners. It will equip attendees with an insight into the skills required for consultation so that they understand the needs of those being consulted and what the expectations of effective consultation are.

LEARNING OUTCOMES Delegates will understand the concept of stakeholder theory and be better equipped to plan and implement PR strategies which engage stakeholders in a structured and inclusive manner.

LEARNING OUTCOMES By employing case studies, participants in the course will work together in groups to learn practical consultation techniques. The use of case studies will mean that participants are able to learn about developing consultation programmes, how to communicate with varying audiences, methods of consultation, and how the results of consultation should be utilised.

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

DATES 30 March 2011 10 November 2011

DATES 05 April 2011 15 November 2011

TOPICS • How broadcast journalists work • What they want and where they find their stories • Who to approach, when and how • What makes a broadcast story • Video illustrations of different methods • Understanding production demands • Developing and refining key messages for TV soundbites • How to prepare interviewees for TV and radio interviews • Interview performance do’s and don’ts. LEARNING OUTCOMES Delegates will improve their understanding of TV and radio and will be able to effectively sell-in their stories. They will be more confident about ‘thinking in pictures’ and offering ways their stories can be told for TV and radio. They will also have a basic understanding of broadcast interview requirements and will be prepared for an interview – or be able to prepare a spokesperson to be interviewed. WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 22 February 2011 04 October 2011

Writing newsletters Using PR Surveys & magazines (half day course)

Writing great speeches

OVERVIEW Company newsletters and magazines are highly flexible marketing tools. This practical one-day course shows delegates how to produce publications that inform and educate shareholders, reassure and persuade customers, recognise and motivate staff, and attract new business.

OVERVIEW This course will teach delegates all the principles of first-class speechwriting. A great speech is the product of an effective partnership between writer and speaker, and delegates will learn how to develop and manage this partnership, and how to write speeches that hold an audience’s attention and move people to action. They will practise the ideal process for developing a speech, including research, drafting, editing and reviewing. They will be taught how to develop a theme or thread that runs through the text, and how to develop powerful arguments, compelling language and an appropriate tone for any occasion.

TOPICS • What makes a corporate publication successful • Preparation and planning to meet deadlines • Finding ideas and selecting content • Agreeing key messages, and considering the reader’s response • Working with contributors • Arranging and carrying out interviews • Researching, writing and editing copy • Adapting writing styles to suit readership • Maintaining the corporate and human interest balance • Making pictures, layout and design work to your advantage. LEARNING OUTCOMES Delegates will recognise what makes a company publication successful and will know how to find good stories and select the right content. They will be able to set and stick to production schedules, work effectively with contributors, and consider reader responses. They will also be able to carry out effective research and write copy that interests readers and gets the correct messages across.

OVERVIEW Survey generated material can help shape campaigns as well as turn a weak PR story into headline news. Yet, with so many research providers to choose from, how can you ensure that your PR survey is effective? This workshop examines the whole process from selecting the right methodology, designing questions and analysing the findings through to creating a story that stands out from the crowd. TOPICS • Why use PR surveys • Overview of research techniques • Top tips for questions • Analysing the findings • Packaging it for the media • Do’s and don’ts • Case study analysis. LEARNING OUTCOMES Delegates will learn how to get the best value for money from PR surveys by using them across the board for planning, news generation and evaluating campaigns. In particular, they will develop the ability to recognise the strongest research findings and learn how to use them to shape a good PR story. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9:30am–1pm

WORKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT

DATES 26 July 2011

DATES 09 March 2011 08 June 2011 27 September 2011

TOPICS • Determining your purpose • Developing key messages • Choosing a structure • Grabbing the audience’s attention • Using rhetorical devices • Using humour and anecdotes • Achieving your objective • The speechwriting process LEARNING OUTCOMES Delegates will learn how to: • Write great speeches that serve a business purpose • Give feedback to other speechwriters • Build an effective partnership with the speaker WOKSHOP FEE CIPR members: £375 + VAT Non-members: £489 + VAT DATES 24 May 2011 01 November 2011

>150 dates of courses available

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Advanced courses You are likely to be a senior manager working at PR manager/ account manager, or head of communications/account director level. You have a wide range of skills but would like to enhance your understanding of industry issues. You may have recently graduated from the CIPR Diploma, or have previously attended a related Intermediate level CIPR workshop. These sessions will help you to think globally in terms of business development, while also reviewing the skills needed to handle crisis situations.

COURSES AT A GLANCE 22 Change communication 23 Communication & culture 23 Creating a PR strategy 23 Crisis & issues management 24 Internal communication 24 Leading people in challenging times 24 Leading professional PR firms 25 Managing the creative PR team 25 Managing your PR team 25 Mastering the art of writing 26 Running an effective internal communications department 26 Psychology in PR 26 Reputation management

Change communication OVERVIEW The introduction of change within organisations is beset with problems and those responsible for communicating what’s happening have a huge role to play. This course is designed for anyone responsible for communicating small or large scale changes within their organisation. This thought provoking and practical session gives delegates an insight into the various change models and their implications for how best to communicate. It is intended for people with a responsibility for, or interest in communicating change messages internally. TOPICS • How to protect your board’s reputation in times of change • The psychology behind resistance to change • Which communication vehicles are most suited to various types of change • When to be honest • What communication principles to adopt before, during and after a change is introduced • The impact on the individual. LEARNING OUTCOMES Delegates will improve their understanding of how organisations typically manage change and the implications for them. They will be able to advise directors and senior managers on what needs to be done to communicate change more effectively in order to minimise resistance and disruption. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 02 March 2011 – Edinburgh 22 March 2011 27 July 2011 11 October 2011 07 December 2011

I have gained some great ideas and a new approach to managing change. Peta Stoddart-Crompton MCIPR, West Berkshire Council (Change Communications)

Communication & culture

Creating a PR strategy

Crisis & issues management

OVERVIEW This workshop demonstrates the power of organisational culture in enhancing business performance and achieving positive change. It examines how cultures are formed and communicated within organisations, and the role of leaders in determining organisational culture. It deals with barriers to effective cross-cultural communication, and demonstrates the difficulties in replicating organisational culture in different countries.

OVERVIEW An effective PR strategy will support an organisation’s corporate plan. This workshop will define a strategic approach to public relations and show delegates how public relations can become an integral part of corporate strategy. Particular emphasis is given to looking at practical ways in which a PR strategy can be created. Aspects of communication theory are covered, but most time is spent examining recent case studies, as well as delegates’ experiences and requirements. There will be opportunities to discuss how to encourage colleagues and clients to endorse a strategic approach.

OVERVIEW This workshop is suitable for senior managers with decision-making or operational involvement in crisis planning, crisis management teams or business continuity. It is also suitable for senior communications professionals with experience or involvement in crisis or issues management. As much as possible, the session will be tailored to the needs of the delegates attending, and will create a forum for sharing experience and knowledge. Practical work on both real and imaginary scenarios will reinforce learning.

TOPICS • Identifying culture – definitions and models • Articulating organisational values • Who sets the culture? • Building a shared vision • Developing a high engagement culture • Reinforcing culture through leadership and behaviour • Examining culture in delegate organisations • Communication in a cross-cultural environment • Exploration of personal values towards different cultures • Brands as embodiments of culture. LEARNING OUTCOMES Delegates will appreciate the psychological nature of organisational culture and be able to tap into it to achieve positive change. They will be able to communicate culture using a common language and recognise the links between culture and leadership. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 17 May 2011 09 November 2011

TOPICS • Why the strategic approach to PR planning is important • The PR planning cycle • The audit-based approach • Objective setting • Understanding evaluation options • Techniques for strategy creation • Working with colleagues and clients. LEARNING OUTCOMES Delegates will gain a full understanding of the strategic approach and will be able to create PR strategies with their colleagues and clients. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT

TOPICS • Issue or crisis: is there a choice? • Identifying issues that might bite • Crisis incubation: diagnostic indicators • What type of crisis? • Crisis planning checklist • Avoiding the crisis culture • Scenario work and case studies. LEARNING OUTCOMES Delegates will understand how to identify and deal with issues before they become crises, and will recognise and be able to tackle organisational cultures that incubate crises. They will have a template for improved crisis planning and reaction times, and will learn from the experience of others on the course. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT

Includes a copy of ‘PR Strategy’. DATES 25 May 2011 05 October 2011

Includes a copy of ‘Risk Issues and Crisis Management’. DATES 29 March 2011 19 July 2011 19 October 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

This was a top-line, strategic workshop – very worthwhile and, surprisingly, also great fun. Di Burton made the day very dynamic indeed. Camilla Hair MCIPR, Outward Images Ltd. (Internal Communications)

Internal communication

Leading people in challenging times

Leading Professional PR Firms

OVERVIEW This course examines the role of internal communication as a strategic function. It firmly places employee communication at the heart of the organisation, and explores ways to engage and involve employees in business goals. The crucial role that managers play in internal communication is considered, as well as the barriers to effective communication. Theoretical models are used to illustrate why and how employee communication is adopted.

OVERVIEW Turbulent times present a significant leadership challenge at all levels. This workshop will help you lead through difficult times whilst maintaining morale and performance.

OVERVIEW This highly interactive workshop is designed to enhance the leadership capacity of directors, owner managers and those running large public relations departments. Successful professional PR firms and in-house PR departments need to continually satisfy clients while motivating talented employees. The workshop examines how to align human capital with the organisation’s strategy, and how to employ practices that inspire talented employees to deliver on that strategy. Developed for senior executives from both in-house and agency side, delegates will explore a number of leadership approaches, and specifically learn how to:

TOPICS • The role of internal communication • How internal communication sits between HR and PR • Change management • How to engage with staff emotionally • The role and accountability of managers in strategic internal communication programmes. LEARNING OUTCOMES Delegates will receive guidance on how to involve managers in internal communication programmes and setting effective internal communications strategies. Insight into the importance of emotional engagement with staff will be gained, and new ways of communicating with staff will be learnt. Delegates will look at the key factors relating to change management. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT Includes a copy of ‘Effective Internal Communication’. DATES 10 February 2011 18 May 2011 01 June 2011 – Edinburgh 20 September 2011

Exceptional leadership and effective communication are the key drivers of employee engagement. A strong strategic narrative, engaging managers and involving employees directly impact on organisational performances. Working in new ways will ensure your people are committed to future growth. TOPICS • The value of authentic leadership • Theories of leadership • Sustainable employee engagement • Understanding the impact of restructuring • Breaking difficult news – managing conflict • Managing the morale of your team • Creating a compelling strategic narrative • Engaging managers as local leaders • Listening to your employees • Influencing and developing the behaviour of others • Creating your own communication plan. LEARNING OUTCOMES Delegates will understand their own authentic style of leadership; learn the theories of leadership and how to lead in challenging circumstances. Practical approaches to sustainable employee engagement will be demonstrated. The course will also provide a “toolbox” of proven techniques which will lead to enhanced confidence in leadership capability. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 29 March 2011

• Attract and retain talented communication professionals • Examine competitor strategies • Strengthen client relationships • Develop new perspectives on areas such as strategy, alignment, governance and profitability. This workshop is case study led and goes far beyond the standard transmission of skills and theories; it provides applicable lessons that can be implemented successfully in the workplace. TOPICS • The tension between PR work and leading and managing • Defining strategic direction during an economic downturn • Growing the business more profitably • Managing the pipeline • Harnessing culture to improve performance • Motivating staff • Client retention – providing added value • Developing your people • Enhancing long term performance • Practical exercises. LEARNING OUTCOMES Delegates will become better leaders of their people and better advisors to their clients. Performance management and profits will improve due to the focus on rewarding people who develop others, as well as on methods to align individual’s interests with the firm’s goals. Delegates will emerge with a clear idea of their long term goals, and an understanding of what they must accomplish in order to get there. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 29 June 2011

Managing the Creative PR team

Managing your PR team

Mastering the art of writing

OVERVIEW Your team needs to use its creative talents to make your communications stand out, be more effective and make best use of available resources and opportunities. How can you get the optimum creativity from your team members? This course is designed for senior PR professionals who have responsibilities for managing the creative dimension in their work.

OVERVIEW This course examines the challenges facing those new to management or those having difficulties in managing people. It examines management of self, emotional intelligence and personal effectiveness in managing people. The role of management is also viewed in the context of the organisational environment and theoretical models are discussed. Issues such as culture, leadership and motivation are considered. Role-plays focus on handling different personalities and situations in the PR workplace.

OVERVIEW The ability to write well-crafted copy for press releases, features, websites, presentations and media sell-ins doesn’t always come easily. Most professional writers admit to fine-tuning many drafts before being completely happy with the finished result. Mastering the art of writing uses a mix of exercises, coaching, tricks of the trade and feedback to show good writers how to become great ones.

TOPICS • Building upon the fundamentals of creativity • Managing the creative process • Different individual creative styles and how to manage them • The creative toolbox – how different tools and techniques work, and when, and when not to use them • Managing brainstorms • Overcoming barriers internally/externally • Managing creative individuals • Creative input strategy • Selling your team’s creative product. LEARNING OUTCOMES Delegates will gain a greater understanding, insight and confidence of managing the creative dimension at work. They will be able to better manage themselves and their different colleagues in directing and delivering the creative input at a strategic and tactical level in PR activity. Delegates will have a clear understanding of how ideas are generated, nurtured and realised, by de-mystifying the creative dynamic to deliver better results and more effective use of resources. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 05 May 2011 27 October 2011

TOPICS • Forging a team culture and team roles • Setting team objectives • Dealing with conflict situations • Effective communication with individuals and with teams • How to train and develop your team • Motivating people. LEARNING OUTCOMES Delegates will gain a better understanding of issues affecting working relationships that hamper team effectiveness. Managers will gain insight into how to motivate teams in order to meet targets, an appreciation of the different skills and abilities within teams, and the important role of diversity in the workplace. Delegates will learn key factors affecting the regulatory environment around employee relations. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT

TOPICS • What great writing is and isn’t • Different structures for different purposes • The message and how to stay focused • Writing for different audiences • The perception of language: how certain words create hidden messages • How to avoid those damned clichés • Editing for impact: turning waffle into news • Ten things to do before you start • Turning 5,000 words into 50 • Poetic licence: bringing creativity and imagination into your writing. LEARNING OUTCOMES Delegates will gain a better insight into writing and be able to critique their own work constructively. They will recognise when writing has impact (and when it hasn’t) and be able to explain to others why particular words and phrases work and don’t work. Moreover, they will find the craft of writing more enjoyable and be proud of the end results they produce.

Includes a copy of ‘Running a PR Department’.

WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT

DATES 09 February 2011 21 September 2011

DATES 14 April 2011 08 November 2011

SPECIAL DELEGATE INSTRUCTIONS

MAXIMUM NUMBER OF DELEGATES

Each delegate will work on a piece of his or her own writing during the course of the day. Delegates should bring an appropriate piece of work or idea with them.

To ensure that all delegates receive personal feedback on their work, this course is limited to just eight delegates.

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Running an effective internal communications department

Psychology in PR

Reputation management

OVERVIEW This workshop is designed for internal communications managers considering how they should organise and manage their operations. Its essential premise is that a solid foundation in the IC team is a prerequisite for adding strategic value. Getting the basics right is the first step towards making a real difference in your organisation.

OVERVIEW The application of psychology across many areas of PR practice is not widely understood or recognised by practitioners. This workshop can be used to underpin and enhance communication performance. It examines the psychological processes underlying all human relationships. It will enable participants to experience, through exercises and case studies, the impact of behavioural change on professional practice.

OVERVIEW The value of corporate reputation is a key component of business and organisational performance. Positively managed, it can be a source of competitive advantage, but what is it? This workshop encourages participants to consider the role of PR in the management of reputation. What can be done to manage performance? How can a good reputation be built up and maintained? And how can a bad reputation be turned around?

TOPICS • What are the five typical roles of internal communications? • Where does IC add value in your organisation? • How do you ensure that you are a partner as well as a producer? • What are the everyday tasks that an IC team should be able to do? • Understanding the importance of intelligence gathering • What skills do you need in your team? LEARNING OUTCOMES At the end of this session, delegates will understand a simple framework for their communications operations and some of the essential theory associated with the role and skills of internal communications. They will also understand about current good practice and begun action planning. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT

TOPICS • PR’s historical links to psychological theories • A review of the relevant psychological concepts including personality, motivation, communication, perception and propaganda • Identity beliefs and values. LEARNING OUTCOMES Delegates will be able to evaluate the essential psychological aspects of a range of approaches to influence others. They will also be able to take account of the individual’s psychological make-up, and appreciate basic human motivation and the cognitive processes associated with relationship management and behaviour change. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 15 June 2011 20 October 2011

DATES 20 April 2011 01 December 2011

TOPICS • Communication, perception and reputation • The importance of reputation management • The value of reputation • Building reputation • Anticipating threats • Reputation risk assessment • Repairing damage to reputation. LEARNING OUTCOMES Delegates will develop their understanding of PR as a practice which has reputation management as one of its central concerns, where reputation is an important resource to be managed alongside other intangible assets. Practical approaches to reputation management will be explored, showing how these allow practitioners to contribute to overall management responsibilities for improving performance. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT DATES 08 March 2011 05 July 2011 12 October 2011

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Personal Development Unless a particular level is indicated, these workshops are designed to help improve your interpersonal skills, regardless of your level of experience or industry sector. COURSES AT A GLANCE 27 Assert yourself 28 Building better relationships (half-day course) 28 Effective persuading and influencing skills 28 Effective time & stress management (half day course) 29 Networking for success (half-day course) 29 Principles of coaching (half-day course)

Assert yourself OVERVIEW This workshop is designed for those who wish to improve their ability to communicate with people at all levels. Delegates will learn a range of assertive techniques that will give them the confidence to achieve what they want in different workplace situations. Role-play is used as a means to practice and establish assertive patterns of behaviour. TOPICS • How to build effective relationships • Setting personal goals • Definitions and benefits of assertiveness • Dealing with conflict and confrontation • Handling criticism (and praise!) • Learning how to say “No” • The role of non-verbal communication • Changing behaviour • Tips for looking and appearing confident. LEARNING OUTCOMES Delegates will improve their ability to communicate in a variety of different work situations. They will learn how perceptions are formed, how to improve their own personal credibility, and how to deal assertively with any conflicts that arise. WORKSHOP FEE CIPR members: £450 + VAT Non-members: £550 + VAT Includes a copy of ‘Effective Personal Communications’. DATES 31 March 2011 27 October 2011

MAXIMUM NUMBER OF DELEGATES

To ensure that all delegates receive personal feedback on their work, this course is limited to just eight delegates.

BUILDING better relationships (half day course)

Effective persuading and influencing skills

Effective time & stress management (half day course)

OVERVIEW In this one day workshop you will discover ways to develop relationships with clients, colleagues and journalists using the powerful theories of Transactional Analysis (TA). Using experiential activities, background theory and explanations of the key concepts used in TA, you’ll have time to reflect upon specific issues you face so you can develop effective and powerful solutions for immediate implementation.

OVERVIEW Whether we are negotiating with people on a one-to-one basis, putting forward our views in a meeting or making a presentation to a large group, our ideas and suggestions are only as good as our ability to persuade others to agree with and act upon them. Regardless of whether we are trying to persuade a journalist to feature our story, a client to buy-into our ideas or a boss to stop dumping too much work on us, we need a set of tried and trusted skills. Based on a number of proven business, communication and theatrical techniques, this course provides you with those skills.

OVERVIEW Inadequate time and stress management skills often lead to poor performance, low motivation, unreliable behaviour and anxiety. Therefore, it is crucial that we learn how to deal better with the varied pressures associated with the multitude of roles and responsibilities most of us face. We need to learn how to manage ourselves and our lives so we can perform well and happily, and get the most out of our working relationships. This workshop will combine presentations with experiential exercises to maximise participants’ learning opportunities.

TOPICS • Background to Transactional Analysis • TA used in Public Relations and Communications • Ego states – the PAC Model • Drivers – your and other people’s • Strokes – positive and negative acknowledgements • Games – which ones do you play and which ones do other play with you? • Life Positions – the OK Corral • Personal Development Plan. LEARNING OUTCOMES Participants will be able to identify why they react positively – and sometimes negatively – to colleagues, journalists and clients. They will be able to improve the way they communicate and will be able to make positive changes that enhance and improve these crucial professional relationships. They will also be able to formulate strategies to deal with specific issues and situations. This workshop is particularly beneficial to more senior practitioners. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm DATES 22 June 2011

TOPICS • Obtaining co-operation through consent • Building rapport more easily and using it to our advantage • Understanding and using motivational strategies • Managing interactions with others more effectively • Reducing resistance and potential conflict • How to debate constructively • Understanding and using non-verbal communication • Adapting our natural negotiating style when necessary • Saying ‘no’ without feeling guilty • Making our voices more persuasive • Using assertive behaviour to achieve positive outcomes • Dealing with difficult situations confidently. WORKSHOP FEE CIPR members: £370 + VAT Non-members: £475 + VAT DATES 06 April 2011 03 November 2011

TOPICS • Why this topic is important • Recognising time-related stress • First step to recovery – the life audit • The time diary • Other time management strategies • Learning how to say ‘No’ • Delegating effectively • Avoiding becoming a slave to technology • Work/life balance – main barriers and how to overcome them • What you can predict you can improve • Healthy living and stress management. LEARNING OUTCOMES Delegates will gain an appreciation of the importance of effective time and stress management skills. They will learn techniques to control stress and manage their time both at work and outside of work, which will enable them to perform effectively with colleagues and clients and feel happier and more confident about themselves. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm DATES 03 March 2011

MAXIMUM NUMBER OF DELEGATES

To ensure that all delegates receive personal feedback on their work, this course is limited to just twelve delegates.

Networking for success (half day course)

Principles of coaching (half day course)

OVERVIEW This fun and interactive course is designed for PR practitioners who understand the power of networking for professional success. As relationship building is crucial in the communications industry, participants will learn a variety of effective networking techniques, which can be used to develop valuable contacts with clients, business partners and the media.

OVERVIEW This workshop is suitable for senior practitioners who want to coach their team members as part of a learning and development strategy. Coaching is recognised as a powerful technique to enhance personal and professional development, but how does it work? Who should be considered for coaching and what are the overall benefits? How can it be introduced in the workplace and what skills are needed to coach effectively? Delegates will explore some of the key concepts in coaching, and will be given a simple model that can be used by anyone wishing to help others develop skills and reframe attitudes.

TOPICS • The value of an extensive network • Giving and receiving – the principles of networking • Preparing for a networking event to get maximum results • Developing a personal brand • Making good first impressions • Entrances and exits – working the room effortlessly • Advanced questioning and listening skills • Building rapport using words and body language • Follow up – getting the most from a network. LEARNING OUTCOMES Delegates will come away with the skills and confidence to network in any situation. They will understand how networking can be a vital tool in the business development process. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm Includes a copy of ‘Effective Personal Communications’. DATES 17 February 2011 19 October 2011

TOPICS • What is coaching? • Key concepts in coaching • Coaching v mentoring, supervision, instruction and counselling • Using coaching in PR – can you develop a coaching culture? • Introducing coaching into your team • Objective setting, questioning and listening • Practical sessions. LEARNING OUTCOMES Delegates will understand the key principles of coaching and feel able to introduce coaching into their workplaces. They will also have a simple model for coaching that they can implement immediately. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm DATES 29 July 2011

MAXIMUM NUMBER OF DELEGATES

To ensure that all delegates receive personal feedback on their work, this course is limited to just twelve delegates.

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Master classes The aim of the Masterclass series is to act as a general overview of a subject area but in enough depth to ensure that both new entrants to the industry and more experienced practitioners gain an insight. Each Masterclass lasts around three hours and combines teaching with practical case studies.

COURSES AT A GLANCE 30 Understanding how to get started in Public Affairs 31 Understanding the role of the media in Public Affairs 31 Understanding the role of technology in Public Affairs 31 Understanding the role of local councillors

Understanding how to get started in Public Affairs 24 MAY 2011 Aimed more at new entrants into the industry, this course will look at: • How to move from study to work • Understanding the industry and its main players • What to expect from working in Public Affairs • How to build a career in Public Affairs • Developing a skills base. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm

Understanding the role of the media in Public Affairs

Understanding the Understanding role of technology the role of local in Public Affairs councillors

21 JULY 2011 It is often assumed that the media can be easily used in Public Affairs without appreciating how it should be designed into an effective campaign. This course will look at:

12 OCTOBER 2011 The role of the internet and social media is of growing importance but few know or understanding how political audiences deal with the new media. This course will look at:

• Media – old and new • Why the media is important • Pitfalls of working with the media • Understanding a crisis

• The use of technology by Government • The use of technology by the political parties and elections • The rise of the social media in politics • Building the new media into public affairs programmes.

WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT Morning 9.30am–1pm

WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT

29 NOVEMBER 2011 Local government is often overlooked in Public Affairs as the emphasis is placed on Westminster and Whitehall. However, as the Coalition Government’s localism agenda progresses, the local level will become ever more important. This course will look at: • Structure of local government • The roles and responsibilities of local government • The role of councillors • Why local government is important in Public Affairs. WORKSHOP FEE CIPR members: £175 + VAT Non-members: £235 + VAT

Morning 9.30am–1pm Morning 9.30am–1pm

Each of the courses will combine teaching with a range of case studies and practical examples. Team working on case studies will help to develop skills and learning in each of the areas.

20% discount

A concessionary rate is available on all courses to public sector workers, charities and freelancers when booking online. www.cipr.co.uk/workshops

Terms & Conditions The CIPR does not accept provisional bookings. All bookings must be made using the official CIPR booking form (either through the CIPR website or from CIPR brochures).

The CIPR will not be held responsible for travel, accommodation, or other contingent expenses for delegates who fail to attend sessions for any reason.

All bookings will be confirmed in writing by the CIPR within 72 hours. Please check this confirmation carefully. Any errors/amendments must be notified in writing within 48 hours of receipt. If you do not receive your booking confirmation within 72 hours, please contact the CIPR on 020 7631 6900 or email: workshops@cipr.co.uk

CANCELLATIONS AND TRANSFERS All cancellation and transfer requests must be made in writing to the CIPR. Cancellation by telephone will not be accepted.

PAYMENT Unless agreed otherwise with the CIPR, all bookings must be paid at least seven days prior to the training taking place. Preferred method of payment is by credit card at the time of booking. If an invoice is requested you will be asked to provide an official Purchase Order number and accounts payable contact details. All invoiced fees are due within 30 days of invoice date. Where an invoice is issued less than 30 days prior to the workshop, payment should be made in full 7 days before the session takes place. All disputed items must be notified in writing within 14 days of invoice.

Administration charges on transfer and cancellations are as follows: 14 days or more prior to event 7â&#x20AC;&#x201C;13 days 2â&#x20AC;&#x201C;6 days Under 2 days

10% of booking fee 50% 75% 100%*

Only one transfer is permitted per booking. Transfers can be made from one delegate to another or from one workshop to another. A cancellation of a booking, which has already been transferred, will not be refunded. The CIPR cannot offer refunds to delegates who fail to attend sessions for reasons outside the control of the CIPR. Please book online at www.cipr.co.uk/workshops

The CIPR will exercise its statutory right to claim interest and compensation charges under the Late Payment of Commercial Debts [Interest] Act 1998 as amended and supplemented by the Late Payment of Commercial Debts Regulations 2002 if payment is not received in accordance with our agreed terms of payment. Programme and joining instructions will be provided at least five days before the event, provided fees have been paid.

It takes a few minutes to submit our online booking form. You can pay by credit card via our secure server, or provide an official purchase order number to receive an invoice. We are dedicated to raising standards in the industry and, through a range of training events, we support the training and development of CIPR members and non-members alike.

The CIPR reserves the right to alter the programme/ trainers/speakers without prior notification. If deemed absolutely necessary, the CIPR reserves the right to cancel a workshop up to seven days before the date of the course and will refund 100 per cent of the booking fee where this has been paid in full.

*Delegates are entitled to send a substitute on the course.

Please book online at www.cipr.co.uk/workshops Need help? Call us on 020 7631 6900 or email workshops@cipr.co.uk

Chartered Institute of Public Relations CIPR Public Relations Centre 52â&#x20AC;&#x201C;53 Russell Square London WC1B 4HP T 020 7631 6900 F 020 7631 6997 E info@cipr.co.uk

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CHARTERED INSTITUTE OF PUBLIC RELATIONS The Chartered Institute of Public Relations (CIPR) is the UKâ&#x20AC;&#x2122;s leading public relations industry professional body. The CIPR represents and serves the interests of people working in public relations in the UK and overseas. We offer access to information, advice and support, and provide networking and training opportunities through a wide variety of events, conferences and workshops. For further information about the CIPR, membership or training opportunities, please contact us at the address below.