Professional Development Workshop
Hotel Nikko Jakarta | Jade & Topaz Room
21 July 2011 | 10.00 – 16.00
SECTION A
RE-VITALIZING PUBLIC RELATIONS MANAGEMENT IN ORGANIZATION
Elizabeth Goenawan Ananto, Ph.D, FIPRA
MM Communication, Trisakti University
In today’s competitive business environment, the role of communication organization is getting more complex. Public relations is an effective management function to make your organization known to public, to save money for promotional activities and to deal with different and complex stakeholders.
This Professional Development Workshop focuses on
• Establishing public relations unit in different organizations – role function
• Empowering potential employees on communication tasks
• Providing knowledge, skills and tactics on how to establish effective PR unit
Course Content
Morning Session
• Defining the PR concept in Practice : Confusion with Marketing, Publicity and Advertising, Public Affairs, Integrated Marketing Communication, PR Universe and its application in real practice
• Organizational settings, Internal PR Department, working relationship with other departments
• Building an Effective PR team – recruitment, selection, qualifications, talent scouting
• Ethics and Professionalism in PR ; Legal environment and conflict resolution using PR approach
• Case studies
Afternoon Session
• Managing external Relations: Public Affairs, Government relations and networking opportunities
• Handling internal Issue and Crisis Management – resolving internal conflicts, negotiation
• Public Relations Planning & Programming – Ad hoc, Program & Campaign planning
• Case studies – Simulation Exercise – Group Presentation
Who Should Attend?
• Small to medium enterprise executives – growing business
- Practitioners dealing in Communication, Human Resource, internal relations
- Early entry professionals, Young PR consultant, entrepreneur, Practicing Academia
- Senior students who want to pursue career in public relations management
SECTION B
RESEARCH, MEASUREMENT AND EVALUATION
Don W. Stacks, Ph.D – Associate Dean for Faculty Support & Creative Support,
School of Communication, University of Miami, USA
Despite the growing expenditure on organizational communication activities such as media relations, traditional and social media development, the significant power of word of mouth, top management require economic values of this communication function. To what extent corporate communication or public relations activity is successful in terms of how much return on investment a company can get from these activities? Public relations managers are expected to prove the financial contribution of these communication activities.
This Professional Development Workshop focuses on
• Establishing Research in public relations management as an environmental scanning process to establish public relations programs
• Measuring the effectiveness of communication activities such as media relations in terms of evaluating the ROI for social media, traditional media and Word of Mouth
Course Content
Morning Session
• The significant role of research as environmental scanning process in planning PR programs
• Working relationship between PR objectives and business objectives
• Establishing impact on Return on Investment
• Case study
Afternoon Session
• Recent methods of PR measurement tools and techniques
• Best practices in measurement across platforms traditional media, social media, WOM
• Case study – Simulation exercise – Group Presentation
Who Should Attend?
• Company executives who have established corporate communication unit and wish to measure its effectiveness in contributing to the bottom line of the organization
- Corporate Communication or Public Relations Managers, PR agencies
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