River 20

Intro to Public Relations - Two days

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  • 20 - 21/06/2017
  • 09:30 am - 04:00 pm
  • IMNZ, Level 4, DLA Piper Tower, 205 Queen Street, Auckland
  • RIVER CPD: 20.00
  • $695.00+GST (member), $1,040.00+GST (non member), $695.00+GST (student-member)
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This practical two-day seminar is aimed at those who have been practicing PR for a year or two or have recently moved into PR from an associated field. This seminar will provide you with theory illustrated with recent case studies and punctuated by practical exercises in small teams as you solidify your skills and knowledge.

Day one

Effective public relations planning

Making sure you are including the best tools for the job and budgeting within your means.

Managing news media

Are news releases the best answer can you or your client/boss competently handle the all-important interviews? Is media training the answer? Can you make a silk purse from a sows ear?

Internal communications

Its all very well having the greatest external prize winning PR programme in the world, but are your home team onside with what you are doing? How you ensure their buy in will help your company reach its objectives.

Issues management

Every day in PR may bring a new challenge in the form of an issue that hopefully you have planned for. This is an opportunity to check that your risk analysis, priority setting and planning implementation will build relationships that achieve mutual goals.

Event management

Whether its the local Xmas parade, or a local golf tournament for charity, the pitfalls of poor planning, bad management or a bad fit for your organisation can spell the end of the greatest idea since the Bell telephone. Getting it right first time can be serendipitous.

Day two

Corporate Image Development

This session covers image v identity, brand personality, objectives, timing, priorities, positioning, organisation and implementation.

Ethical issues in Public Relations

Including descriptions - ethics v integrity; ethical decision making; implementation of the decision. Discussions that may reveal some interesting truths about yourself and your company's ethical practices.

PR & the Law

A guest lecturer will examine the latest issues affecting PR practice, including the law of torts, and intellectual property issues.

Community and Not-for-Profit PR

Study of best practice examples, budgeting, communicating with key stakeholders, involvement of commercial organisations, managing sponsorships/partnerships.

The effective social media campaign

Catherine Arrow presents on setting objectives, planning and budgeting, choosing and managing the campaign outlets, reviewing outcomes. Case studies for now and the future.


Bruce Fraser, FPRINZ

Bruce is a successful and experienced public relations consultant working with businesses and organisations to improve their communication and engagement with clients and stakeholders. His qualifications include a BA, Diploma of Teaching, Post Graduate Diploma of Business and Administration, Accreditation in Public Relations (APR) and he was admitted as a Fellow into the Public Relations Institute of NZ in 2007. Bruce is the current Immediate Past President of PRINZ.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available at a cost of $350 plus GST. Please email the office if you are a student member and would like to attend this course.