Course in Public Relations

COURSE OVERVIEW

Public relations represent a very powerful form of communication, capable of often decisively conditioning the reputation and image of an organisation or a person, and its market results. Compared to other levers and areas of communication, public relations is characterised, in fact, by that potential ability to lend great credibility to messages. In order to fully exploit the advantages inherent in public relations activities, however, communication and marketing practitioners must be able to master its tools, methods and operational practices. In particular, in a scenario of ever-increasing global competition, it is crucial to adopt a fully managerial approach to public relations, accurately and effectively managing the planning, implementation and control phases. The course will introduce you to public relations issues and activities – such as managing media relations, writing press releases, organising events, and setting up an integrated PR campaign. The course will enable you to help your organisation realise better planned public relations campaigns, with a more strategic approach, and capable of producing concrete image and commercial results.

Recipients

The course is particularly suitable for those who are getting involved in PR for the first time, recent graduates, managers who have recently taken on PR responsibilities, and those who are already working in the field but without targeted training.

Course Description

The Rome Business School course in Public Relations is designed to provide you with a solid theoretical and practical basis for public relations management: more accurate planning, public relations implementation and control skills, and a comprehensive knowledge of available operational tools. In particular, you will learn to:

• Identify areas and areas of specialisation within public relations
• Understand the link between public relations and marketing
• Create a public relations plan, either for a specific project or for a long-term initiative
• Evaluate the effectiveness and level of success of public relations initiatives
• Understand the world of media
• Understand the role and importance of the media in creating and consolidating a positive image of the organisation
• Identify opportunities for positive visibility in the media

Contents

• The role and impact of public relations in the corporate communication and marketing system
• History and evolution of public relations
• The main public relations tools
• Strategic planning in public relations
• Identifying the target audience
  The organisation of public relations activities
• Image and reputation management strategies
• Developing an operational public relations plan
• The implementation of public relations initiatives
• Measuring and evaluating results
• Regulatory regulation and public relations ethics

Didactic Method

In line with the overall Rome Business School approach and the best international standards, the course has been designed with the aim of providing you with an excellent preparation, oriented towards concrete application in the labour, professional and business markets. The course therefore envisages both mainly one-way teaching phases – to accurately transfer the conceptual models of reference – and practical-application sessions aimed at developing your operational and management skills. Learning of the topics covered will be tested and consolidated through exercises on concrete management cases.