We use 'cookies' to ensure that we give you the best experience on our website and if you continue to use this site we will assume that you are happy with this. If you would like to know about 'what a cookie is' and how we look after your data privacy here, follow the 'Learn More' link to read our Privacy Notice.

Okay, I'm happy with that.More about cookies

PR: Building goodwill for your business

Clock

24/01/2022 - 18:00 - 20:00

Location

Online - Pre-Recorded

Delivered by Justin Jackson and Francesca Granelli  - Digital Remit


What will we cover?

We start by identifying what we mean by public relations (PR) – and, more importantly, what we don’t. PR isn’t about handling the media or part of your marketing mix.

It’s instead about establishing goodwill between your organisation, your stakeholders, and your publics – and that sometimes means that it’s you that needs to adapt, not them.

We consider what we mean by a stakeholder and a public, considering them in terms of the porosity of any modern business.

We then move on to discuss four models of public relations and the suggestion that only one is appropriate in the twenty first century.

It’s then time to consider how to draft your PR campaign. To do this, we adopt the CREATE/VALUE framework for Public Relations, which sets out the:

 - context in which your organisation is operating
 - results you are seeking to achieve
 - execution that this demands, in terms of strategy and tactics
 - assignments both internal and external this requires
 - tests to put in place as you work on the campaign
 - evaluation at the end to learn lessons for the future

As dialogue is central to public relations, the framework also identifies the:

 - vision that your organisation has
 - audience you are trying to reach
 - language that you should use
 - understanding that you seek in your audience
 - emotion that you want them to feel

What will I learn?

 - what public relations is (and is not)
 - the difference between stakeholders and publics – and how to identify them
 - the four types of public relations and their pros/cons
 - how to draft a PR campaign
 - the best way to communicate with people.

The tools in CREATE/VALUE for Public Relations complement those in CREATE/VALUE for Marketing; as such, the two workshops function very well together.

Who should attend?

Any entrepreneur, director, or manager who wants to maintain goodwill with the people who matter to their business.

 

Further Details
This workshop is pre-recorded and streamed as live at the advertised time. The link will be sent once you have booked a place.  You can book using your ScaleUp 360 website login details, but if you have any problems please contact scaleup360@shu.ac.uk

ScaleUp 360 events are exclusively for those registered on the programme. To register for the programme complete our online form and we will be in touch as soon as possible. 


Events Happening Soon

Start-up Essentials workshop

Clock

18/05/2022 - 13:00 - 15:00

Location

Hallam i-Lab
S1 2BG, Sheffield

Sustainability in Business

Clock

20/05/2022 - 10:00 - 11:30

Location

Online - via Zoom

Social Impact of Business

Clock

27/05/2022 - 10:00 - 12:30

Location

Hallam i-Lab
S1 2BG, Sheffield

Investor Readiness

Clock

27/05/2022 - 13:30 - 16:00

Location

Hallam I-Lab
S1 2BG, Sheffield

Finance - the beating heart of your business

Clock

08/06/2022 - 10:00 - 12:30

Location

Hallam i-Lab
S1 2BG, Sheffield

Grant Writing: finding partners to make a difference

Clock

08/06/2022 - 13:30 - 16:00

Location

Hallam i-Lab
S1 2BG