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Published by HAYESKEITH, 2018-05-03 11:31:41

Final PR Document - Copy - Copy

Final PR Document - Copy - Copy

What is PR?

What is PR - Public Relations?

In this first part of our ten-part series
on communications, the following key
factors are reviewed.

 The importance of setting objectives
 Benefits and challenges of Public Relations
 How PR differs from marketing, advertising

and sales
 Advantages and disadvantages of using PR

as a communications vehicle
 Importance of Internal PR

1

Introduction

Throughout Part 1 of this communications training booklet, I am
going to examine the practice of Public Relations or PR as it is
now frequently called.

But be careful about the use of simply using the term PR, because
it also has a political usage. PR is also used for Proportional
Representation, a democratic process that describes the makeup
of a parliament elected more on political party grounds than an
individual candidate.

I suspect that many of you reading this manual are very
conversant with PR techniques, skills and practices and that
reviewing the various elements of PR will be very familiar to you.

But times change, and markets change, and people change and
technology changes, so refreshing your thoughts and ideas is as
necessary to successful implementation of PR strategies as being
able to relate, chapter and verse to every segment required of a
good PR plan.

So, as we you read through these sections, I want you to consider
that we are not trainer and participant, but a group of
professionals, thinking about, debating on and above all
questioning a set of thoughts and ideas concerning the PR
discipline.

So perhaps I can set a few guidelines to help you develop an
approach to communications generally and Public Relations in
particular.

First, you must challenge me and every concept in this book and
in subsequent parts of the overall course, whenever you want to
hold an idea, concept and even a fact in question.

2

Second, in the few pages of this primer, we cannot enjoy the full
extent of a PR course delivered as part of a degree for a Master of
Business Administration (MBA)

So, I have tried to highlight some of the more important aspects
of PR and introduce a practical exercise or two that will enable
you to implement some aspects of the discipline.

Thirdly, I don’t want you to get confused and mystified by jargon
and buzz words, words that make it sound as if a PR practitioner
knows what he is talking about even though no one else
understands him.

I quote from a marketing expert who writes;

Real-life PR primarily revolves around the application of a great
deal of common-sense; dealing with a limited number of factors,
in an environment of imperfect information and limited resources,
complicated by uncertainty and tight timescales. Use of classical
PR techniques, in these circumstances, is inevitably partial and
uneven

For most of their time, PR managers use intuition and experience
to analyse and handle the complex situations they face; without
easy reference to theory. This will often be 'flying by the seat of
the pants', or 'gut-reaction' which will determine the quality of the
communications employed. This, almost instinctive management,
is what is sometimes called 'coarse PR'; to distinguish it from the
refined, aesthetically pleasing, form favoured by the theorists.”
This isn’t just me talking. It’s the view of many experienced
senior managers and analysts in the PR world. But I want you to
be relaxed about the things we discuss in these pages, not get
too excited if you don’t understand some issue or other – you will
not appear foolish if you ask a simple question --- and between
us, we need to avoid over complicating things.

3

There are two key principles of communication.

One is that in the communication field, the Golden Rule is that
there is no Golden Rule.

Everything is open to question and sometimes there can be two or
more quite legitimate solutions to a single problem.

The other is the KISS principle. KEEP IT SIMPLE, STUPID .

KISS STUPID !

I hope that between us we can ensure that we reduce marketing
and its strategies to terms so simple that even the most stupid
person listening to us, will know what we are talking about.
A caveat. I am not calling anyone stupid, but in distributing a
message to a large number of people, you will be addressing a
wide range of backgrounds. So, try to think in terms of getting
your message across to a lecture hall of professors while making
their coach driver understand and appreciate what it is you are
saying.
Frankly, I’ve always found it easier to share ideas with coach
drivers than with university professors. But there we go.
One thing that we should never forget is that messages get lost in
people’s minds and psyches’

4

An adage in the PR field is:
Tell them. Remind them that you have told them, then remind
them that you have reminded them.
It is absolutely essential that your PR strategy works, and that the
audience remembers what it is you have said.

Until a few years ago, the British delicacy of fish and chips was
delivered for outdoor eating in old newspapers.

Once hygiene experts discovered the lead in the newsprint was
killing off the population at a disconcerting rate, fish and chip
shops changed to the more familiar plain paper you see today.
You can relax. The mortuaries aren’t really full of poisoned fish
and chip diners, but it did take from the communications
industry, a colourful example of the point about people not
remembering if told just once.
We would say that “Today’s headlines are tomorrow’s fish and
chip paper”
That’s how long we had to rest before starting to find other ways
of passing on our message.

5

What is PR?

Public Relations involves the cultivation of favourable relations for
organizations and products with its key publics (how I hate that
word) through the use of a variety of communications channels
and tools. Traditionally, this meant public relations professionals
would work with members of the news media to build a
favourable image by publicizing the organization or product
through stories in print and broadcast media. But today the role
of public relations is much broader and includes:

 building awareness and a favourable image for a company or
client within stories and articles found in relevant media
outlets

 closely monitoring numerous media channels for public
comment about a company and its products

 managing crises that threaten a company or product image
 building goodwill among an organization’s target market

through community, philanthropic and special programs and
events
 And a good deal more.

But that’s where the Golden Rule starts to kick in. Imagination,
flare and creativity are all part of the solution and those are
things you can’t buy or teach or instil. That’s up to you.

Public Relations supports marketing by building product and
company image (sometimes referred to as publicity). Yet, it
should be noted that there are other stakeholders and groups
that are reached via the public relations function, such as
employees and non-target market groups. Favourable media
coverage about a company or product often reaches these
audiences as well and may offer potential benefit to the marketer.

Finally, in most large companies, investor relations (IR) or
financial public relations is a specialty in itself, guided by specific
disclosure regulations.

6

Perception.
How do investors, clients, government, institutions, educators
and others with whom you have to deal, see you as opposed to
how you see yourselves?

Much of Public Relations activity involves perception.
How does the public, the media, your customers, your backers,
your government (national and local) and all those others with
whom you interact, actually see you?
You can say that you have established an enterprise which can
offer an honest, decent, caring environment, can provide a
hardworking and skilled work force, offers good value for money,
has an efficient infrastructure, turns out good products, is in a
trustworthy society as whole and looks after its customers or
clients in particular.
That might be the way you see yourself or your organization. But
is it the way that others see you?
Is this the image you have or is it the image you would LIKE to
have?
One of the first rules of planning public relations is to assess the
perception that outsiders hold of your organization.
Only then can you begin to plan either to build on that reputation
or alter it.

7

Objectives
As a first step in any PR programme or a specific PR campaign,
establish your objectives.
Make certain all those involved in the PR plan or campaign,
agree on the objectives and explain exactly what it is that is
on offer.

Once you know where you're at, you can then determine where
you want to go and how to get there. You may want your
objectives to include broader, industry-wide goals such as
creating a positive image to attract a greater number of
customers for a particular product. Or you may want to persuade
the local community that a new factory won’t hurt the
environment or destroy public facilities.
Whatever the PR problem, when establishing objectives,
remember they should be:
* Clearly defined
* Aimed at improving a given situation
* Measurable. Did improvements occur?
* Attainable. Are they within the scope of budget, manpower and
is the story strong enough?

8

* Tied to specific expectations, E.G client numbers will be
improved.
To set and then achieve the objectives, which have been agreed,
you must first identify your audience.

Audiences

1. Who is your target audience?
2. Where is your target audience located?
3. What do they think about your current policy (ies)?
4. What would you like them to think about your policies?
5. How will you attract them to find out?
6. Who else is competing for their attention?
7. Can you narrow down your targets (business, consumers,

education etc?)

Depending on the intended use of the answers to the above
questions (don’t guess at the answers, do at least simple
research) consider also:
 Geographic – based on location such as home addresses;
 Demographic – based on measurable statistics, such as age or
income;
 Psychographic – based on lifestyle, such as being urban dwellers
or car lovers.
But the first step is always to do the research that will help define
and zero in on a target audience.

9

Be careful that the research is used carefully to ensure it is
providing a path to what information is needed. For example,
research might show that children need better education
facilities. But it is the parents who will be the prime movers in
demanding those facilities and agreeing tax monies be spent on
them

Initially consider a broad audience, which should include all those
who affect your organization and those who are affected by your
organization. In the case of the graphics arts industry, for
example, a plan might cite groups like printing and publishing
professionals, educators, students, government agencies,
suppliers, clients and others.

The next step is to divide these larger groups into smaller,
reachable target audiences and prioritize them, so your
communications effort is directed toward the most important
among them. In this way you can direct your primary effort
toward those groups on which you wish to have the greatest
impact.

Once audiences are identified, you should shape your message.

When you've learned what your audiences think of your
organization, you can then begin to mold your desired image,
using communications opportunities and techniques to help
shape it. If you want the public to see your organization as
progressive, professional or community-minded, look for
opportunities to display those qualities. Then be sure your target
audiences are made aware of what you've accomplished.

Of course, it's important that you paint a true picture of your
organization -- not a fabricated image. But unless the public is
made aware of your progressiveness, professionalism and
community-mindedness through your own communications effort
-- you may never achieve your desired objectives.

10

Keep in mind that all company events or activities may not receive
news media coverage, may not have sufficient news value to be of
interest to mass media. But this does not mean that those events
cannot be important public relations opportunities and help form
opinions in the minds of those you wish to influence.

The Importance of Public Relations

Public relations professionals do more than draft press releases
and build relationships with key media representatives. They
must also be familiar with the attitudes and concerns of
consumers, employees, public interest groups, and the
community in order to establish and maintain cooperative
working relationships.

In addition to fulfilling their traditional role of getting a
company's message out to its audience, those who have
completed their studies in communications and public relations
may also be responsible for developing and running programs
designed to keep the lines of communication open between
company and organization representatives and their various

11

audiences. This might include such activities as scheduling
speaking engagements for key company staff and speech writing.

Why is Public Relations Important?
At its core, public relations revolve around the fact that people act
based upon their perception of facts. By managing, controlling, or
influencing people's perceptions, public relations professionals
hope to initiate a sequence of behaviours that will lead to the
achievement of an organization's objectives. When those in public
relations successfully create, change, or reinforce opinion
through persuasion, their primary objective is accomplished.

How Does Public Relations Work?
Public relations professionals follow a set of principles in order to
achieve success. Most campaigns begin with the identification of
the problem or challenge, then move on to setting the public
relations' goal. In order to achieve the goal, the public relations
specialist crafts persuasive messages and implements key
communication tactics while monitoring progress and fine tuning
as necessary.

Role of a Public Relations Executive in an Organization

Public relations is the lifeblood of any company. Whether a
company is public or private, profit or non-profit, its reputation
will determine its ultimate success. Instant worldwide
communications make it more important than ever to manage a
company's image and control how a company interfaces with its
customers. Public relations failures can seriously undermine the
effectiveness of management and compromise company
credibility. To keep things running smoothly, the public relations
manager must wear many different hats: that of a journalist,
marketer and sociologist.

12

Differences between advertising and public relations

These two industries are very different even though they're
commonly confused as being one and the same. The following
items are a few of the many differences between advertising and
public relations.

Paid Space or Free Coverage.

Advertising: The company pays for ad space. You know exactly
when that ad will air or be published.

Public Relations: Your job is to get free publicity for the
company. From news conferences to press releases, you're
focused on getting free media exposure for the company and its
products/services.

Creative Control. No Control:

Advertising: Since you're paying for the space, you have creative
control on what goes into that ad.

Public Relations: You have no control over how the media
presents your information, if they decide to use your info at all.
They're not obligated to cover your event or publish your press
release just because you sent something to them.

Shelf Life:

Advertising: Since you pay for the space, you can run your ads
over and over for as long as your budget allows. An ad generally
has a longer shelf life than one press release.

Public Relations: You only submit a press release about a new
product once. You only submit a press release about a news
conference once. The PR exposure you receive is only circulated
once. An editor won't publish your same press release three or
four times in his magazine.

13

Wise Consumers:

Advertising: Consumers know when they're reading an
advertisement they're trying to be sold a product or service. “The
consumer understands that we have paid to present our selling
message to him or her, and unfortunately, the consumer often
views our selling message very guardedly," a senior businessman
said. “After all, they know we are trying to sell them."

Public Relations: When someone reads a third-party article
written about your product or views coverage of your event on
TV, they're seeing something you didn't pay for and view it
differently than they do paid advertising.

5. Creativity or a Nose for News;

Advertising: In advertising, you get to exercise your creativity in
creating new ad campaigns and materials.

Public Relations: In public relations, you have to have a nose for
news and be able to generate buzz through that news. You
exercise your creativity, to an extent, in the way you search for
new news to release to the media.

Advantages of Public Relations

Public relations offer several advantages not found with other
promotional options.
First, PR is often considered a highly credible form of promotion.
One of PR’s key points of power rests with helping to establish
credibility for a product, company or person (e.g., CEO) in the
minds of targeted customer groups by capitalizing on the
influence of a third party—the media
Audiences view many media outlets as independent-party sources
that are unbiased in their coverage, meaning that the decision to
include the name of the company and the views expressed about

14

the company is not based on payment (i.e., advertisement) but on
the media outlet’s judgment of what is important. For example, a
positive story about a new product in the business section of a
local newspaper may have greater impact on readers than a full-
page advertisement.

Second, a well-structured PR campaign can result in the target
market being exposed to more detailed information than they
receive with other forms of promotion. That is, media sources
often provide more space and time for explanation of a product.

Third, depending on the media outlet, a story mentioning a
company may be picked up by a large number of additional
media, thus, spreading a single story to many locations.

Finally, in many cases public relations objectives can be achieved
at very low cost when compared to other promotional efforts.
This is not to suggest public relations is not costly, it may be,
especially when a marketer hires PR professionals to handle the
work. But when compared to the direct cost of other promotions,
in particular advertising, the return on promotional expense can
be quite high.

Disadvantages of Public Relations

While public relations hold many advantages for marketers, there
are also concerns when using this promotional technique.

First, while public relations use many of the same channels as
advertising, such as newspapers, magazines, radio, TV and
Internet, it differs significantly from advertising in that marketers
do not have direct control over whether a message is delivered
and where it is placed for delivery. For instance, a marketer may
spend many hours talking with a magazine writer, who is
preparing an industry story, only to find that their company is
never mentioned

Second, while other promotional messages are carefully crafted
and distributed as written through a pre-determined placement in

15

a media vehicle, public relations generally convey information to a
member of the news media (e.g., reporter) who then re-crafts the
information as part of a news story or feature. Thus, the final
message may not be precisely what the marketer planned.

Third, while a PR campaign has the potential to yield a high
return on promotional expense, it also has the potential to
produce the opposite if the news media feels there is little value
in running a story pitched (i.e., suggested via communication with
the news outlet) by the marketer.

Fourth, with PR there is always a chance that a well devised news
event or release will get “bumped” from planned media coverage
because of a more critical breaking news story, such as wars,
severe weather or serious crime.

Finally, in some areas of the world the impact of traditional news
outlets is fading, forcing public relations professionals to
scramble to find new ways to reach their target markets.

Marketers have at their disposal several tools for carrying out
public relations. The key tools available for PR include:

 Media Relations
 Media Tours
 Newsletters
 Special Events
 Speaking Engagements
 Sponsorships (CSR)
 Employee Relations
 Community Relations and Philanthropy

Before choosing among the various tools marketers should begin
by identifying their targeted audiences (e.g., target markets) and
key messages they wish to send. These should align with the
messages and audiences identified for the product being
promoted or corporate goals for non-specific product promotions,
such as corporate image promotions.

The key messages are used in the development of public relations
materials and supporting programs described below. The purpose
of key messages is to provide a consistent point of view over time
and across numerous PR methods that reinforce product

16

positioning (i.e., customer's perceptions) and reach the desired
target audience.
Until recently most public relations activity involved person-to-
person contact between PR professionals and members of the
media, such as journalists and television news reporters.
However, several trends are developing, that alter the tasks
performed by PR executives. In most cases these changes are the
result of new Internet technologies that are quickly gaining
widespread acceptance among Internet users and are becoming
new media outlets in their own right.
Trends include:

 Updating Corporate News
 Corporate Blogs
 Social Media*
 RSS Feeds
 Podcasting
 Search Engine Optimization

Internal communications

Internal PR binds a company together, gives everyone the same
sense of purpose and are essential if the organisation is to
develop smoothly and efficiently, they are equally important as
external communications, if not more so. Employees should be
seen as the ambassadors for the brand. Employee engagement
and staff branding should definitely be as high a priority as
external marketing not only for the HR department but also the
marketing team.

Effective communications ensure that employees fully understand
their company, its values and purpose and what is expected of
them to achieve the company goals. They should also be evidently
persuading employees to engage fully with their roles.

17

Team work is enhanced because employees will be able to see a
clear goal ahead, which they can work towards to achieve
together. If employees are kept informed of changes taking place
within the business, this ensures that they are fully integrated and
valued.

Employees working in an environment based
on open communications will be more likely to feel confident and
comfortable to be proactive and suggest ideas and opinions.
Quite simply, effective communication offers extensive benefits
for both the employer and employee.

Consider what employees want and need to know to achieve the
best in their role. Whilst staff may not need to know about all of
the latest company developments and statistics, by sharing key
information they will feel included and take an interest in the
company’s progress. Ensure that the message is transparent and
concise and always request feedback to make sure it has been
understood. It is also advisable to end management meetings
with a plan of how you are going to communicate the outcome of
the meeting to your employees.

 Social Media has had a huge impact on public relations.
They are many and widespread. There is a whole course
devoted to this aspect of media, suffice it to say, in this
introductory course, that SM bares watching and studying
carefully. The term FAKE NEWS has become common in
daily communications. To professional communicators it is a
nightmare. Social media and new media have brought huge
benefits to the communications industry. New media
especially has made international PR a new and powerful

18

force. But there are downsides, and if you are a thoughtful
PR practioner, a good story teller, you’ll tread carefully in
how and where you use it.

And Finally

The basic systems for disseminating information for both media
and PR professionals now transcend borders. Communications,
media and indeed our way of life itself is changing and changing
very rapidly.

Those who refuse to accept change, that which has already
occurred and that which is on the way will be swept aside by
it.
The public relations person, be he an expert or just someone
who is part of a management team, needs to understand this,
accept it and plan for it.

Change
To illustrate just how dramatic the general pace of change has
been, consider for a moment this brief look at some of those
changes that have occurred in the past half-century.

Man has gone to the moon.
People travel in jet aircraft.
Colour television has been introduced.
Computers are the norm.
Mobile telephones are in widespread use.
Satellites now govern our lives
The Soviet Union has ceased to exist
The Berlin Wall has been taken down

19

If I asked you to list some of the major changes you think are
important, I’m sure between us we could come up with a huge list

t.
Those changes and others have altered the role of public
relations. Governments, business, military, charities and a vast
number of other organizations big and small know now that they
cannot any longer hide from public scrutiny. They might wish to.
They might think they still can. But the demand for transparency
is ever increasing, the call for accountability much louder. And
this trend will continue, more slowly in some countries than
others, I grant you. But it will continue to spread.
That is why PR is now an ever more important part of the
executive function.

Case studies

Case Studies of Public Relations Challenges
British Airways

20

British Airways faced a huge image problem in Northern Ireland
during the period known as The Troubles.

The war weary population of Ulster were sensitive to any
indication that they were being treated differently to anyone else.

However, BA and the pilots association BALPA (British Airlines
Pilots Association) very sensibly ensured that pilots flying into
and out of Belfast did not stop overnight and were not seen
publicly in BA Pilot’s uniform.

While there was a certain amount of sympathy for that action,
BA’s solution came in for a good deal of criticism.

The last plane into Belfast each evening, disembarked passengers
and then flew to Glasgow, stayed overnight in Scotland, then flew
back the next morning as the first scheduled flight out of Belfast.

The rumour started somewhere that the added flight to Glasgow
was paid for by the passenger through tickets which were more
expensive than other internal BA Routes.

Secondly, any flight cancellations or delays were because the
aircraft had been diverted from Glasgow to service routes which
had for some reason had cancellations of flights.

Neither of these notions was true.

It was easy to compare prices and BA, in the runup to
privatisation, did have an unhappy record of flight delays and
cancellations.

Time and time again, BA tried to set the record straight. But the
resentment over pilots staying overnight, outweighed any
statements made by the airline to the contrary.

Time after time, any reports in the media carried the notion that it
cost £500,000 to fly the last plane to Glasgow and as a result it
was accepted as fact, even at the highest levels of Ulster civil
society.

21

Prime Minister Margaret Thatcher had signalled that BA was to be
privatised and a new thinking came into the company under
chairman Sir John King.
So, the approach to many image problems the airline was
suffering became more inventive and creative.
The PR advisors for the region persuaded executives to use a
facility which the airline had in its arsenal to alter the perception
of cost and competency. BA had empty seats on aircraft.
It embarked on a plan to take small groups of journalists on the
flight in question, host them at BA’s Heathrow HQ and explain by
‘show and tell’ how the airline operated. Tours of the hangars,
catering complex, reservations, control tower and many other
operations were planned. On the flight over, reporters were taken
to the cockpit for a chat with the pilot and the cabin crew were
given permission to chat freely with journalists.

A board member joined the groups at lunch and briefly outlined
how the airline worked, openly answered criticisms and promised
answers to queries that were particular to the flights to Northern
Ireland.
The programme took several months to complete. But as more
and more reporters understood exactly the problems the airline
faced in operating a complex schedule of domestic and overseas
flights, the less criticism appeared in the media, Articles became
more factual and generally the airline lost its reputation as being
remote to the Province.

22

One side effect of this programme was to offset criticism that BA
cabin crew weren’t selected for their appearance. This was quite
unjustifiable but because travel was becoming more widespread
and accessible, odious comparisons were made to the crews of
Far Eastern Airlines who it was claimed were pretty and petite.
During the campaign of visits, a session at BA’s safety centre was
included. Journalists were put into the mock plan fuselage and
shown how cabin crew cleared an aircraft in an emergency.
Jumping into mid-air onto a safety chute is some experience. But
the exercise showed that cabin crew needed physical strength to
get the heavy plane doors open quickly.
Favouritism towards pretty and petite ceased appearing in most
articles after that!

Audiences.
This case study doesn’t give solutions but underlines the
importance of understanding how necessary it is to examine
audiences carefully.
The BBC had great success with some of its radio programmes in
the latter part of the 20th century, that it produced presenters and
broadcasters who were much sought after by commercial
concerns.
Several jumped ship. In those days it was rare for a programme
host to work for both at the same time.

23

One of the things that programme audience researchers
discovered was that the public often didn’t differentiate between
the broadcast service it was listening to or watching.
Sack loads of fan mail would turn up at the BBC or vice versa,
addressed to the personality the listener/viewer enjoyed, even
though the programme host had switched channels for some
considerable time.

A second phenomenon was that people responded to phone
research and questionnaires about listening and viewing habits to
suit the own persona and image of themselves.
So someone responding to an immediate question of what
programme are you watching right now might well say they are
tuned in to a classical music programme when in fact they are
enjoying top twenty.
A final note, which is more historic than practical in today’s
sophisticated audience surveys, is what was known in the industry
as the ironing board test.
The advertising industry was keen, as indeed it should be, to
determine who was listening to its advertising messages.
The market knew that TV watching was widespread but were
unsure about specific viewing habits.

24

The survey discovered that in many households, the television
was on, but families were doing other things rather than paying
full attention to the screen. Mother was ironing, father was
reading the newspaper, while other members of the household
had their attention diverted by other activities from doing jig saw
puzzles to homework

That sort of audience survey pointed the way to much more
clinical and analytical research into viewing habits,

Today of course, watching or indeed using media from laptops, to
iPad to television screens et al, is very different. But the sort of
research required is just as demanding if a real picture of
passing on the message is to be accomplished in a meaningful
way.

Conclusion

The first part of this ten-part public relations course has looked at
some of the key elements required of the discipline.

Each element is important in the practice of public relations.

Each stresses its significance in the overall view of the
dissemination of information in building trust and a positive
image of an enterprise, be it public or private.

The other nine parts examine more closely the skills and
expertise required to create a strategy and implement a
communications plan.

25

But remember what I said in the first few lines of this training
course.
Ultimate success depends on developing a fine-tuned mind that
can react to many different circumstances.
There is no magic formula to follow.
THE GOLDEN RULE OF COMMUNICATIONS IS
THERE IS NO GOLDEN RULE

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Other courses in this 10-part series:
1. Media Relations
2. CSR
3. Protocol and Diplomacy
4. Events management
5. Press Conferences, Press Releases and Planning
6. Branding and How it relates to the PR function
7. Writing for various media
8. Crisis Communications
9. New Media and Social Media. Boon or Nightmare?

27

Other Courses in This Series

PR and the Environment
Business and Financial PR
Basic Marketing Skills
International Relations
Developing a PR Strategy
PR in Travel Management
Media Skills
The Role of Television
A Detailed look at PR Channels
Importance of Presentation Skills
Protocol, Diplomacy and Difficult People
Developing a PR Strategy (A Practical Guide)
Communications for and with Governments for Overseas Executives

Irving International is a leading media consulting company in the UK

specializing in communications for overseas delegates.
Its trainers and consultants are experts in their fields with long track records
of successful achievements and wide experience as trainers
Irving International Limited
[email protected]

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