Design the crisis response plan for public relations return on investment with named roles and pre-agreed authority.
Building Strategies to Measure Return on Investment in Public Relations
Learn to design, measure and defend your organisation's approach to public relations return on investment.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Journalists covering public relations return on investment are working to a deadline you do not control. The first version of a story about return on investment tends to become the reference version. The version of the communications and media practice capability described in the manual and the version practised on the floor tend to diverge over time. The programme converts public relations return on investment from an area of general awareness into a set of repeatable practices. It is appropriate for those preparing to take on wider responsibility for the wider communications and media practice agenda. Cases are chosen to expose the trade-offs in return on investment rather than to illustrate ideal conditions. The result is the confidence to make and defend decisions about public relations return on investment under scrutiny. Comparative studies of return on investment across sectors find the same handful of failure points recurring. The course ends by identifying what the participant will stop doing to make this strand of communications and media practice sustainable.
Expected Learning Outcomes
Sequence internal and external communication about return on investment correctly.
Prepare a short, evidence-based briefing on public relations return on investment for senior management.
Verify that improvements to return on investment have held six months after they were introduced.
Build community and stakeholder engagement around public relations return on investment.
Prepare spokespeople to handle hostile questioning on return on investment.
Adapt recognised practice on public relations return on investment to local constraints without hollowing it out.
Who Should Attend
Community relations staff engaging stakeholders about public relations return on investment.
Investor relations officers communicating return on investment to markets.
Agency and consultancy advisers supporting clients on public relations return on investment.
Internal communications staff explaining return on investment to employees.
Business partners who must understand public relations return on investment well enough to challenge it.
Procurement and contracting staff whose agreements set obligations around return on investment.
Course Modules
Public relations return on investment: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1The three messages on public relations return on investment you will not move from
- Rank the weaknesses in public relations return on investment by consequence rather than by ease of fixing.
- Prepare the acknowledgement for return on investment that does not evade responsibility.
- Identify the data already collected that bears on public relations return on investment.
- Set escalation thresholds for return on investment that work out of hours.
Session 2Rebuilding trust after return on investment
- Check communication on public relations return on investment against legal and regulatory constraint.
- Map the handovers in return on investment between functions and secure them.
- Rehearse the hostile interview on public relations return on investment with a real challenger.
- Set the review interval for return on investment and who attends.
Return on investment: misinformation, correction and restraint
2 sessions · 8 pointsSession 1What to measure in return on investment and what to ignore
- Establish the boundary of public relations return on investment and record what sits outside it.
- Write the three key messages on return on investment and test them against hard questions.
- Decide in advance when to correct misinformation about public relations return on investment and when not to.
- Agree what will be standardised in return on investment and what will not.
Session 2Answering the hostile question about return on investment
- Assign responsibility for keeping documentation of public relations return on investment current.
- Prepare the holding statement for return on investment in advance.
- Identify the journalists who actually cover public relations return on investment and what they need.
- Confirm that contractual obligations around return on investment are understood.
Return on investment: media relations and the working journalist
2 sessions · 8 pointsSession 1Apologising for return on investment credibly
- Decide what will be stopped to create capacity for public relations return on investment.
- Set the response time target for enquiries about return on investment.
- Check that public relations return on investment still works when volumes rise unexpectedly.
- Build a stakeholder map for return on investment and the message each needs.
Session 2Comparing public relations return on investment with recognised practice
- Name the crisis roles for public relations return on investment and confirm authority to speak.
- Agree who signs off statements on return on investment outside working hours.
- Configure monitoring that flags coverage of public relations return on investment within the hour.
- Close out actions on return on investment rather than leaving them open indefinitely.
Return on investment: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1Making return on investment work when resources are constrained
- Sequence internal notification about public relations return on investment ahead of external release.
- Debrief after each significant episode involving return on investment.
- Review whether public relations return on investment is aligned with the objectives of the communications function.
- Set out how exceptions to return on investment are requested and approved.
Session 2Coordinating return on investment across markets and languages
- Localise messaging on public relations return on investment without fragmenting it.
- Define what success in communicating return on investment looks like, numerically.
- Establish who is informed, consulted and accountable in public relations return on investment.
- Define the trigger that would require return on investment to be redesigned.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.