Workshops & Seminars

Marketing & PR for business: An introduction

One day

Course aims

  • To offer a practical introduction to marketing and PR
  • To help you understand the marketing options that are realistic and suitable for your business

Key content

  • Market positioning: Where does your business fit?
  • Target customers and segmentation: Who are your customers?
  • Buying behaviour: What impacts on your customers’ decision to purchase?
  • Marketing tools: What can you do to reach your customers?
  • PR: What is it and is it worth it?
  • Creating a marketing & PR programme: Top tips to taking the first steps
  • Evaluation: How you can measure the results of your marketing

How to brief your website designer

Half a day

Course aims

  • To help you to consider website design in the context of your customers and markets
  • To help you to take control of your website’s design, layout and functionality
  • To provide you with the knowledge and structure to be able to write a comprehensive brief for your website supplier
  • To outline the most important aspects to consider when look appointing a website supplier
  • To give you guidance on evaluating the proposals you receive from web suppliers
  • To provide some ‘top tips’ on what to watch out for & costs to expect

Key content

  • Market segmentation and buying behaviour
  • Identifying the purpose of your website
  • Website terms and phrases
  • What to look for in a prospective supplier
  • What to watch out for
  • What to include in your website brief
  • Costs
  • Copy and the importance of language
  • Evaluating website proposals
  • Monitoring and measuring success

Making the most of PR

One day

Course aims

  • How to maximise the benefits of media relations/PR by ensuring you have an in-depth understanding of what the media needs and wants
  • To help you plan your first PR campaign
  • To understand the risks of PR – what to do if your PR doesn’t go as planned
  • Understanding that PR activity can be evaluated and giving you options to measure its success

Key content

  • What is PR and what is meant by ‘media’
  • What ‘media relations’/PR is
  • The benefits of MR/PR
  • What the media wants, why the media wants it and when the media needs it by
  • Target audiences: purchasers and decision-makers
  • Planning a
  • How to evaluate PR coverage
  • Avoiding PR pitfalls
  • The risks of PR
  • What do to if your PR doesn’t go as planned
  • Evaluating PR – how you can measure coverage to prove its success

How to write a press release

1.5 hours

Course aims

  • A short ‘snapshot’ seminar that ensures you are aware that PR is more than just press releases, but also how to write a press release if you need one.

Key content

  • Dispelling press release myths
  • Ten questions you need to ask yourself before starting your press release
  • What you need to include in your press release
  • How to distribute your press release and who to
  • What to do after you’ve distributed your release
  • The eight stage press release process

30 tips to make the most of your marketing budget

1.5 hours

Course aims

  • A ‘snapshot’ session that whizzes through 30 top tips of how SMEs can make the most of their marketing budgets.

Key content

  • 30 tips that cover a whole range of marketing activities from PR and events to social media and sales promotion.

How to be media savvy

Half a day

Course aims

  • To help you understand the media and how it work
  • Find out what the media wants from you and when and how they want it as well as the importance of understanding your customers before you embark on a PR campaign

Key content

  • The many faces of marketing
  • What is meant by ‘media’
  • What ‘media relations (MR)’ is
  • The benefits of MR
  • What the media wants, why the media wants it and when the media needs it by
  • Target audiences: purchasers and decision-makers
  • Key aspects of MR

PR for creative businesses

One day

Course aims

  • To help creative businesses find out what PR is, how to make the most of it and what it can do for their bottom line
  • This workshop focusses specifically on the creative sector and how PR is best utilised in this arena
  • A media contacts database of all of the UK arts and crafts correspondents will be available for all delegates that attend to get the delegates started

Key content

  • What public relations is and why you’d want to dedicate time to it
  • How to decide what media you want to be in
  • What the media wants, why the media wants it and when the media needs it by
  • How to make the most of yourself, as well as your work, for PR purposes
  • What to do with PR coverage once you’ve got it
  • The most important aspects of PR for a creative business
  • How to find contacts in the media
  • How to evaluate the success of PR
  • How to make sure PR activity translates into £s in your pockets!

PR for SMES

One day

Course aims

  • To offer an explanation of what PR is and how it can be of value to SMES
  • To find out how to make the most of PR for your business by utilising a whole range of PR tools and activities
  • Find out how to build long term productive relationships with journalists that will increase your PR presence and benefit your bottom line
  • To understand how you can evaluate your media activity to prove it works for your business

Key content

  • What is meant by PR and media
  • What the media wants, when it wants it, why it wants it and how it wants it
  • Identifying your target media
  • PR/MR routes/options/tools
  • Developing a media contacts database
  • How to contact the media and develop long term relationships
  • Pitching: How to do it
  • Media releases: How to write them
  • Evaluating media relations activity

PR answers: The six most popular questions answered

Three hours

Course aims

Questions answered:

  1. Is PR the same as advertising?
  2. Is the only way to get PR to do a press release?
  3. Is PR better than advertising?
  4. What do journalists want and why do they want it?
  5. How do I contact journalists?

If I want to write a press release, what do I do?

Key content

  • Why PR isn’t the same as advertising and the benefits PR can bring to the SME
  • The range of PR options from opinion pieces and features to lifestyle articles and issues-linked stories – there’s more to PR than press releases!
  • What the media wants, when it wants it, why it wants it and how it wants it
  • Developing media contacts databases
  • The benefits and risks of the different ways to how to approach journalists, from phoning to social media and email and familiarisation visits

The top 10 PR mistakes and how to avoid them

1.5 hours

Course aims

  • To find out how to build effective long term relationships with journalists
  • How to avoid irritating journalists
  • To find out what the top ten most common PR mistakes are and how to avoid them

Key content

The mistakes covered are:

  1. Telling a journalist a story is newsworthy
  2. Thinking editorial is the same as advertising
  3. Phoning a journalist when they’re on deadline
  4. Not researching the media that you send your press release or feature pitch to
  5. Targeting the wrong media for your audience.
  6. Expecting a miracle overnight.
  7. Not thinking before you answer a journalist’s question.
  8. Expecting a press release to be printed as you’ve written it.
  9. Thinking that if you send the media a positive story, it will stay a positive story
  10. Believing that journalists are out to get you