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Developing a PR/ Media Relations strategy for your club or sports association

  

Developing a PR/media relations strategy 

  

The public relations process

   

Module 1

Objectives: Define your objectives 

This module will cover:

  • What are the objectives of your media campaign
  • How to make them measurable

Module 2

Audience: Identify target audiences

This module will cover:

  • How to identify your target audience
  • What role different audiences play in your campaign

Module 3

Strategic Plan for traditional channels

This module will cover:

  • How to develop a strategic plan
  • Methods of identifying communication tools for specific audiences
  • Selecting the most appropriate tools to achieve your objectives

Module 4

Defining new channels

Strategic Plan for new channels

This module will cover:

  • What new media is
  • Definition of new media - the tools
  • Why it has become so popular
  • Facts around usage

Module 5

Understanding Traditional Media and its role in a PR strategy

This module will cover:

  • Defining what is the media
  • What traditional media is
  • Definition of the different forms of traditional media
  • How to work with traditional media

Module 6

Key Messages

This module will cover:

  • How to develop relevant key messages
  • How to write a media alert and a media release
  • How to work with traditional media

Module 7

Understanding New Media 

This module will cover:

  • what you can do with social media
  • new media strategy
  • managing the conversations
  • campaign examples
  • tips and implementing guidelines
  • resourcing

Module 8

Crisis and Issues media management

This module will cover:

  • How to recognise and identify potential media issues
  • Preparing media strategies for dealing with issues
  • Action plans for managing a crisis in the media 
  • Minimizing the negative impact of issues and crises

Module 9

Implementing and Evaluating the PR Strategy

This module will cover: 

  • How to evaluate or measure whether your campaign has met the initial objectives
  • How to ensure whether your initial objectives are SMART specific, measurable, achievable, realistic and timely
  • Tools currently used to measure campaign effectives in media including AVE's (what are these?)
  • Determining whether your message reached its intended audience(s)

Module 10

Budgeting

This module will cover:

  • How to budget for a campaign
  • In-house budgeting
  • Consultancy budgeting
  • Contingencies

Module 11

Reviewing the whole process

  •  Have you got it all right? 


 

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