American Management Association Seminars

Public Relations: Strategies For Success
Seminar No: 05283 -XNBB
CEU Credits: 1.2
Length: 2 days

With many businesses in a crisis, public relations can be a powerful marketing and communication tool!

A well-designed public relations program can supercharge your organization's image, reputation and success--at little or no cost to you (but certainly at the expense of competition)! Learn how to use PR tactics, strategies and approaches to give you a clear-cut advantage in today's cut-throat business world.

Marketing professionals new to PR--or those who have no background in PR but are involved in communications work.

How You Will Benefit:

  • Reposition your organization in the marketplace
  • Develop a positive link between the public relations and marketing departments
  • See exactly what editors want to say and how to say it to maximize media "pickups"
  • Build a network of valuable media contacts
  • Generate surefire results from releases, fact sheets, articles, speeches
  • Gain management support and budgeting

What You Will Cover:

  • How PR can support planning in your company
  • How to write for PR assignments
  • How to find your best opportunities in newspapers, magazines, radio, television, cable or video releases
  • How to deal with the media
  • How to use public relations as a "company crisis solver"
  • How to measure success of your PR efforts
  • How to target prospects and adapt your message

Extended/Detailed Seminar Outline

Learning Objectives

  • Reposition Your Organization in the Marketplace
  • Develop a Positive Link between the Public Relations and Marketing Departments
  • See Exactly What Editors Want to Say and How to Say It to Maximize Media "Pickups"
  • Build a Network of Valuable Media Contacts
  • Generate Surefire Results from Releases, Fact Sheets, Articles, Speeches
  • Gain Management Support and Budgeting
Public Relations-What It Is and How It Impacts the Bottom Line
  • Public Relations' Role in Business
  • Definition
  • Public Relations as Interpreter
  • Public Relations as Preconditioner
  • Difference between Public Relations and Advertising
  • The Diverse Publics of Public Relations
  • Public Relations as a Powerful Marketing Tool
  • The Broad Scope of Public Relations Activities
  • Personal Characteristics of a Public Relations Professional
Effective Writing Skills
  • Fundamentals of Public Relations Writing
  • Keys to Readability
  • News Writing-The Inverted Pyramid
  • Purposes of a News Release
  • News Release Format
  • News Release Style
  • News Release Content
  • Why Editors Don't Use Some News Releases
  • Fact Sheet and Backgrounder
  • Feature Story
  • Case History
  • Roundup Article
  • Byliner
  • Op-Ed Article
  • Biography
  • Speechwriting
  • Broadcast Writing
  • Letter to the Editor
  • Overcoming Writer’s Block
Working Effectively with the Media
  • Building Good Relations with the Media
  • The Avenues of Publicity: Newspapers, Magazines, Radio, and TV
  • The Pitch Letter
  • The News Kit
  • The News Conference
  • The Print Interview
  • The Broadcast Interview
Dealing with Other Pertinent Publics
  • Employee Relations
  • Government Relations
  • Community Relations
  • Consumer Relations
  • Financial and Investor Relations

Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.

New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.

AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631

San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103

AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309

Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202

If you are not paying via credit card, you will receive an invoice with payment instructions.

Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.

AMA guarantees the quality of our seminars. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.

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For additional information and schedules call 919-847-0331.

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