Total Quality Management in Public Relations & Media

Course Properties

Course date: 24-12-2017
Course End Date: 28-12-2017
Location Sharm El-Sheikh

Day 1

  • Introduction
    • The Need for Quality
    • Developing Standards
    • Relating this to Public Relations
  • What is TQM?
    • Its Implication
    • Origin of TQM
    • TQM and PR/Media Practice

Day 2

  • Applications of TQM in PR/Media Practice
    • Market Analysis
    • Developing PR/Media Objectives
    • Understanding Strategies and Tactics
    • The Five Steps of Strategic PR/Media Management
    • Develop a Strategic Vision and Mission
    • Set Objectives
    • Craft a Strategy to Achieve Objectives
    • Implement and Execute Strategy
    • Monitor, Evaluate, and Take Corrective Action
    • Communication Matrix

Day 3

  • Measuring Public Relations/Media Outcomes
    • Why Measure?
    • Determining Measurement Technique
    • Measurement and Evaluation Methods
    • In-house
    • PR agency research tools
    • Media Research
    • Research Firms
    • Examples of PR/Media Reporting
    • Positioning of Company/Organization on Issues
    • Quantitative / Qualitative Performance Map
    • Lotus Press Coverage Analysis
    • Industry Best Practice
    • 8 Steps for Effective Measurement
    • Define your mission
    • Map your needs
    • Identify what you are benchmarking against
    • Select an appropriate and cost effective research methodology
    • Embark on research
    • Analyze result and pick up insights
    • Take appropriate action
    • And then measure again

Day 4

  • Matching PR/Media Objective and Spend with the Outcomes of PR/Media Activities
    • Prioritize your PR/Media Spend
    • Employees
    • Customers
    • Analysts
    • Consumer media
    • Business media
    • Trade media
    • Government officials
    • NGO’s and Community Based Associations (CBO’s)
    • Religious Institutions
    • Labor Unions
    • Opinion moulders
    • PR/Media as Profit Centre
    • Value for Money Argument
    • Changing Times, Changing Approach- Enter the Goodwill Argument

Day 5

  • Workshop/Case studies
    • How do you prepare a workforce for an imminent change in ownership?
    • Community Relations.
    • Integrated Communications.
    • Public Relations/Media Ethics Case Study: Safeguarding Confidences.
    • Public Relations/Media in Crisis Management.