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PR Development Programme

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  PR Development Programme. Date: 08 October2018. Time: 16:00 20:00. Place: EBA Kyiv Office, 1A Andriyivskyi Uzviz. Specialists on public relations are responsible for formation and support of positive public thought about the companies they represent, product, event or personality. One of the most important functions for modern PR professional are creation and implementation of the PR strategy, as well as effective communicative maintenance of crisis communication for risks and danger for the company. How to estimate success of PR strategy, how to measure and what is the right reaction in case of negative communication towards the company? During 20 hours the best experts of the public relations sphere will answer the above mentioned questions, share their working experience, successful and non-successful cases. Having successfully finished the development programme, you will the receive certificate of completion. DURING THE MODULES YOU WILL Get feedback on PR strategy for your company Enquire what instruments in B2B and B2C spheres should be better used Work in team, making PR strategy of the brand Make an anti-crisis plan and take part in simmulations of the anti-crisis operations Understand how speaker should behave at the interview when crisis situation takes place  TARGET AUDIENCE PR specialists and managers Marketing managers Specialists on internal communications SYLLABUS MODULE 1. PR STRATEGY CREATION: WHAT ABOUT, WHOM AND HOW BRANDS SAY - OCTOBER 08 - FEDIR KRYKUN  PR for the brands: myths and truth Channels and formats: how to create the newsworthy event and find your place in mass media  How to create and manage you own mass media Effective sponsorship and partnership  Strategy in PR: how to plan and reach success MODULE 2. PR STRATEGY: ORGANIZATION, AUDIENCE, TARGETS – OCTOBER 10 - MARYNA FOMENKO, ALLA KHOROSHYKH Main business models and PR place in different types of business Company strategy and PR place in it 8 steps of building PR strategy Budgeting and reporting Methods of PR effectiveness measurement - separate instruments and strategies as a whole Examples of non-standard PR strategies and when it is worth to add non-standard elements MODULE 3. SPEAKER PREPARATION TO THE INTERVIEW IN CRISIS SITUATION – OCTOBER 17 - MYKHAILO SHURANOV: Preparation plan to the interview, key issues: who, what, when, where, why and how it relates to the spectators Action status in case of crisis Preparation of the first crisis announcement Examples of successful and failed cases MODULE 4. ONLINE INSTRUMENTS FOR EFFECTIVE PR – OCTOBER 22 - JULIA PETRYK: Investigation, monitoring and measurement Understanding the main tendencies and development ways of the PR effectiveness approach Measurement methods classification of PR effectiveness Work with analytical services online MODULE 5. CRISIS COMMUNICATIONS: FIRST LINE OF DEFENSE OR WEAKEST LINK – OCTOBER 24 - OKSANA MONASTYRSKA: Defining a crisis Crisis communications scenarios Crisis leadership Crisis plan development Managing bad news Practical exercises/drills Speakers. Fedir Krykun. Producer, ЩОГЛА, experience as PR director, ЛІГА.net and the Ministry of Economic Development and Trade. Maryna Fomenko. CEO, Eterna Law, working experience in marketing department of the TAC Group, as PR/CSR manager in Cheil Worldwide agency and online media Obozrevatel. Alla Khoroshykh. PR manager of the brands Peugeot, Citroen та DS, more than 10 years of experience in marketing and PR spheres on B2B and B2C markets (automobiles and trucks, IT, concert/entertaining industry), education - The Chartered Institute of Marketing (Great Britain). Julia Petryk. PR & Marketing Manager, MacPaw. Oksana Monastyrska. Managing Director, Changers, leadership consultancy, worked as Managing Director, PBN Hill+Knowlton Strategies Україна, expert in the sphere of corporate communications with 20 years of experience, leading the projects on communicational strategies, corporate positioning and anti-crisis programmes. Mykhailo Shuranov. PR Director, Ukrtelecom, 20 years of experience. You can send a question to:. Contact person:. Iryna Shevchuk. E-mail [email protected] Contact Phone. 044 496 06 01.

About the Programme

Specialists on public relations are responsible for formation and support of positive public thought about the companies they represent, product, event or personality. One of the most important functions for modern PR professional are creation and implementation of the PR strategy, as well as effective communicative maintenance of crisis communication for risks and danger for the company. How to estimate success of PR strategy, how to measure and what is the right reaction in case of negative communication towards the company? During 20 hours the best experts of the public relations sphere will answer the above mentioned questions, share their working experience, successful and non-successful cases. Having successfully finished the development programme, you will the receive certificate of completion.

DURING THE MODULES YOU WILL

  • Get feedback on PR strategy for your company
  • Enquire what instruments in B2B and B2C spheres should be better used
  • Work in team, making PR strategy of the brand
  • Make an anti-crisis plan and take part in simmulations of the anti-crisis operations
  • Understand how speaker should behave at the interview when crisis situation takes place

 TARGET AUDIENCE

  • PR specialists and managers
  • Marketing managers
  • Specialists on internal communications

SYLLABUS MODULE 1. PR STRATEGY CREATION: WHAT ABOUT, WHOM AND HOW BRANDS SAY – OCTOBER 08 – FEDIR KRYKUN 

  • PR for the brands: myths and truth
  • Channels and formats: how to create the newsworthy event and find your place in mass media 
  • How to create and manage you own mass media
  • Effective sponsorship and partnership 
  • Strategy in PR: how to plan and reach success

MODULE 2. PR STRATEGY: ORGANIZATION, AUDIENCE, TARGETS – OCTOBER 10 – MARYNA FOMENKO, ALLA KHOROSHYKH

  • Main business models and PR place in different types of business
  • Company strategy and PR place in it
  • 8 steps of building PR strategy
  • Budgeting and reporting
  • Methods of PR effectiveness measurement – separate instruments and strategies as a whole
  • Examples of non-standard PR strategies and when it is worth to add non-standard elements

MODULE 3. SPEAKER PREPARATION TO THE INTERVIEW IN CRISIS SITUATION – OCTOBER 17 – MYKHAILO SHURANOV:

  • Preparation plan to the interview, key issues: who, what, when, where, why and how it relates to the spectators
  • Action status in case of crisis
  • Preparation of the first crisis announcement
  • Examples of successful and failed cases

MODULE 4. ONLINE INSTRUMENTS FOR EFFECTIVE PR – OCTOBER 22 – JULIA PETRYK:

  • Investigation, monitoring and measurement
  • Understanding the main tendencies and development ways of the PR effectiveness approach
  • Measurement methods classification of PR effectiveness
  • Work with analytical services online

MODULE 5. CRISIS COMMUNICATIONS: FIRST LINE OF DEFENSE OR WEAKEST LINK – OCTOBER 24 – OKSANA MONASTYRSKA:

  • Defining a crisis
  • Crisis communications scenarios
  • Crisis leadership
  • Crisis plan development
  • Managing bad news
  • Practical exercises/drills

Trainers

1 / 6
Fedir Krykun
Producer, ЩОГЛА, experience as PR director, ЛІГА.net and the Ministry of Economic Development and Trade
Maryna Fomenko
CEO, Eterna Law, working experience in marketing department of the TAC Group, as PR/CSR manager in Cheil Worldwide agency and online media Obozrevatel
Alla Khoroshykh
PR manager of the brands Peugeot, Citroen та DS, more than 10 years of experience in marketing and PR spheres on B2B and B2C markets (automobiles and trucks, IT, concert/entertaining industry), education - The Chartered Institute of Marketing (Great Britain)
Julia Petryk
PR & Marketing Manager, MacPaw
Oksana Monastyrska
Managing Director, Changers, leadership consultancy, worked as Managing Director, PBN Hill+Knowlton Strategies Україна, expert in the sphere of corporate communications with 20 years of experience, leading the projects on communicational strategies, corporate positioning and anti-crisis programmes
Mykhailo Shuranov
PR Director, Ukrtelecom, 20 years of experience
Fedir Krykun
Maryna Fomenko
Alla Khoroshykh
Julia Petryk
Oksana Monastyrska
Mykhailo Shuranov

Partners

You can send a question to:

Contact person:

Iryna Shevchuk

Contact
044 496 06 01
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