River 10

Strategy and Evaluation for PR and Communication

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  • 22 - 23/04/2020
  • 09:30 am - 04:00 pm
  • Online
  • CPD: 10.00
  • $545.00+GST (member), $845.00+GST (non member), $545.00+GST (student-member)
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In a world turned upside down, how do you develop strategies that will help your organisation navigate uncertain and unpredictable times? How do you develop strategic relationships that will help you survive and thrive in times of global recession? What innovation do you need to bring to your communication planning? What do we need to rethink? Refresh? Renew? Reinvent?

Strategic planning is a core capability and a critical skill vital to success in public relations and communication management and right now it is an essential capability if we are to play our part in helping our organisations navigate the future.

This professional development series consists of several online sessions. It takes you through the challenges we face today as we develop clear strategies, tied to business outcomes that deliver results. You will be encouraged to develop strategies for your organisation as the series progresses with practical components designed to help you formulate effective communication plans.

Key Content

  • Strategies for uncertain times - rethinking old rules
  • Where are we now? Developing situational intelligence
  • Critical relationships - who are you talking to, engaging with or working alongside?
  • Identifying issues and risk – checking the crisis plan
  • The audit - what can we do with what we've got?
  • The good citizen - are we behaving well?
  • Understanding the digital dimension
  • How effective are we now - measuring what's in place and what matters
  • Setting your destination - what are your outcomes?
  • Navigation - how will you get there and what resources do you need?
  • Knowing when you’ve arrived - measuring and evaluating success
  • Creative problem solving, courageous strategies, choosing channels

Learning outcomes

  • Understanding the role of issues and risk in strategic planning
  • Understanding the dimensions and scope of public relations strategies
  • Understanding approaches to communication research, measurement and evaluation
  • Understanding and knowledge of effective strategy development
  • Understanding and knowledge of effective stakeholder engagement
  • Understanding of creative problem solving strategic challenges
  • Understanding the role of situational intelligence and behavioural analysis


Catherine Arrow, FPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Fellow, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.

Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.

This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:

Communication Capabilities

  • To align communication strategies with organisational purpose and values
  • To identify and address communication problems proactively
  • To conduct formative and evaluative research to underpin communication strategies and tactics
  • To communicate effectively across a full range of platforms and technologies.

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 for PRINZ student members. Please email the office if you are a student member and would like to attend this course.