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KNOWLEDGE || BUSINESS SKILLS || PR PLANNING || PR IMPLEMENTATION

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Understand the different PR approaches and techniques appropriate for different market sectors as relevant to you:

consumer

business-to-business

financial

healthcare

leisure

governmental and non-profit making organisations

Understand the basics of good corporate citizenship eg partnerships with local communities, public sector and charitable organisations

Understand the role of public relations in broader context of parent/holding companies, quangos, local and national government

Develop PR programmes in line with agreed objectives and strategy

Produce SWOT analyses, competitor analyses and market positioning data

Develop contingency plans

Be aware of PR implications arising from developments in:

the market place

local, national government and the EU

relevant national/international regulatory bodies

the media

special interest groups

local community

internal audiences

financial community

international developments

Understand operations of and developments in new media including internet, CD Rom, cable and satellite, digital broadcasting

Commission and analyse research including surveys and focus groups

Understand research techniques and social research demographics and audience behaviour/opinion

Plan and supervise fee and cost budgets

A Guide to Public Relations Education and Training