Member: £320 exc VAT | Non-member: £440 exc VAT
Course aim
Although seen as cousins, public relations and marketing have much to teach each other. This course explains to PR practitioners what marketing is really about and provides a new perspective on their own discipline. Making the most of what PR practitioners already know, it is an excellent way to ‘sidegrade’ into marketing.
Who should attend
Anyone who wants a fresh look at public relations, wishes to expand their client offering, or needs a better understanding of what marketers bring to the table. Freelance practitioners are particularly welcome.
What to expect
- What is marketing? How does it relate to promotion, public relations, and marcomms?
- What is the golden role of marketing? What is the ‘forgotten half’ of the discipline?
- What can marketers teach PR practitioners… and vice versa?
Course objectives
Participation in the course will provide you with the knowledge to:
- define marketing and compare it with promotion, public relations, and marcomms
- outline the golden rule of marketing and show there are two, equally important, elements to marketing
- explain what innovation is really about and why this matters to PR, too
- understand the central role of insight and what PR can teach marketers
- explore the right way and the wrong way to segment an audience
- draft a marketing strategy that makes full use of your experience in PR
- demonstrate to marketers that PR has much more to offer than simply publicity.