TRAINING

Our training courses cover a wide range of subjects to enable you to develop practical skills for you and your team.

Selected for their industry knowledge and experience, our trainers offer exciting, interactive sessions delivered in your workplace at a convenient time. 

COURSES

MEDIA & INFLUENCERS
The business of news
Trainer: Chris Cooke
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

This three-hour seminar provides a beginner’s guide to the news business in the UK today. Who are big news providers – in print, online and on air? Given all the newspapers have seen their circulations slump, why are the traditional dailies still so influential? Who are the big news providers online? How does the business of news differ when the content is printed, broadcast or distributed online? And what does that mean for PR people talking to editors and journalists at these different news organisations?

What this course covers:

• A guide to the UK newspapers, including each title’s approach, agenda, ownership and political leanings.

• A guide to broadcast news in the UK and the extra regulations broadcasters must adhere to.

• A guide to the key online news providers and how they compare to more traditional news media.

• How news providers source and prioritise stories – and where PR fits in.

• Key people at news organisations – and the relationships PR people need.

Who should attend this course?

• Junior PR executives looking for a concise and comprehensive guide to the inner workings of news media.

• More experienced PR practitioners keen to get an understanding of current and future trends in the wider news business.

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The changing media landscape
Trainer: Chris Cooke
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

The rise of digital channels and social networks has had a huge impact on the media industry. Many traditional newspapers and magazines are now talking to more people than ever before, but most are struggling to make a profit. Meanwhile online anyone can become a publisher or a broadcaster, but how influential can a blogger or YouTuber really be? We look at how media has changed and is changing, and what that means for the PR people seeking to influence the influencers in the media business.

What this course covers

• A brief history of the internet, world wide web and digital media.

• The positive impact of the net on journalism and media.

• The editorial and commercial challenges faced by journalists and media owners in the digital age.

• Revenue streams for media beyond advertising and subscriptions.

• The five key ways this evolution impacts on PR.

• The ‘fake news’ debate and the problem of trust.

Who should attend this course?

• Anyone working in PR keen to understand the challenges faced by the media sector and how it impacts on media relations today.

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Selling into the media
Trainer: Anne Groves
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why you should practise selling in stories to the media: As a PR professional, you will need to learn to ‘sell in’ stories to the media, approaching journalists with ideas and suggestions as part of managing a promotional campaign.

Course overview:
Selling in or placing stories is an essential part of running a campaign and constitutes a key skill for PRs. This course covers the theory and practice of placing coverage, using current media stories as examples, and includes some role playing exercises.

What to expect on the day:
We will go through the theory: how to prepare your story, research which media and journalists may be interested in the story, how to approach the call, conduct the call and follow up. There will also be a practical exercise where you role-play the PR and the journalist.

What you will learn:

  • Preparation 1: researching appropriate media
  • Preparation 2: preparing your story. The press briefing document and the verbal sell-in.
  • Thinking ahead: what kind of questions are you likely to be asked? What extra information will you need before making the call?
  • How to go about selling in the story – advice and a practical exercise
  • Following up the call and confirming arrangements for coverage
  • Planning for the interview on the story

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Media training
Trainer: Jody Thompson
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

 

Tell your organisation’s story confidently and with impact.

At some point, you may be interviewed for print, online, radio or TV by journalists or presenters.  It can be daunting, and as public speaking is not something many people enjoy, it can be even more stressful if your voice is to be broadcast over local, national or even international airwaves – or worse, you’re going to be filmed.

 

Course overview:

Learning to keep calm, stay on brand and get your message across when talking to journalists for print, being interviewed on the phone or in the studio for radio, whether live or pre-record, down the line or live in the studio for TV, using current stories as examples, with some role playing exercises.

 

What to expect on the day:

We will go through what will happen in each scenario. What you need to do to prepare, including what you need to wear for TV (and even radio), what research you need to do beforehand, practicing and memorising key soundbites, exercises to help you relax you in advance of any live appearance, pre-record or down the line interviews. There will also be practical exercises where you will role-play being interviewed.

 

What you will learn:

  • How it works: How interviews are conducted online, in print, on radio and on TV

  • How it works 2: What journalists need from you for each media platform and the dos and don’ts

  • Thinking ahead: What kind of questions are you likely to be asked? What extra information will you need to have rehearsed beforehand? What are the key messages you need to get across?

  • How to get your message across loud and clear whatever the situation, even when you’re having to turn a negative into a positive

  • What to expect – the challenges of the editor and the cutting room floor

  • How to maximise media appearances afterwards on social media

  • The legalities of media interviews

    Who should attend this course?

  •  Anyone new to appearing as a spokesperson/expert/commentator in print, on radio, online or on TV.
  •  Anyone who wishes to hone their message, maintain their brand’s reputation, or even improve it by increased visibility through guest/expert comment across all types of media platforms, and ultimately, boost their business’s bottom line.

Book this course

Crisis media training
Trainer: Evadney Campbell
Time: 4 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

This course aims to give you some tools to confidently handle the media during a crisis. This session will focus on interviews for broadcast, in live & pre-recorded situations, however, the principles will equally apply to print or online interviews.

Given the growth and influence of social media, we will also identify some of the pitfalls of social media during a crisis and will give you a few suggestions of how to avoid or minimize these.

Objectives: By the end of the course, you should be able to:

  • Create a basic crisis management plan for handling the media
  • Conduct on the spot interview during a crisis
  • Ensure your message is delivered & not that of the journalist
  • Identify the different requirements for print or broadcast
  • Basic understanding of how to use/handle social media during a crisis Session will include:

• A presentation on tips for carrying out live on the spot interviews

  • Tips on handling the media in the immediate aftermath of a crisis
  • Listening/viewing interviews how not to do it
  • Discuss what went wrong and why Listen/view good interviews
  • Discuss why this went well
  • Different needs of newspapers, radio, or TV news
  • Learn about some of the key areas for consideration ahead of an interview
  • Advice on social media including some of the pitfalls associated
  • Learn the 3 Rs for handling a crisis

    Who should attend?

    Managers or senior staff members likely to be requested to do media interviews, particularly during a crisis.

    Anyone preparing someone to speak to the media during a crisis Anyone in the communication’s team

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Working with influencers and brand ambassadors
Trainer: Firgas Esack
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Working with celebrities, influencers and brand ambassadors can be a costly element of a PR campaign. This course explores maximizing the impact of the investment.

Course overview:
The course will cover the engagement of talent, briefing and goal setting, talent management, social media and image rights, plus Showbiz-specific media relations

What to expect on the day:
A start to finish walkthrough of the process: from contacting agents, creating contracts, brainstorming innovative celebrity campaigns, the legal bits in terms of online promotion and usage rights, plus how to successfully pitch the story to a Showbiz editor.

The course will take a workshop format.

What you will learn:

Planning

  • What makes a good influencer/ambassador
  • How to successfully engage and brief them
  • What to expect from the relationship

Implementing

  • How to run a celebrity press conference, stunt or event
  • Working with Picture Agencies and Paparazzi
  • Pitching the story (the do’s and don’ts)
  • Crisis Management

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CONTENT CREATION
Podcasting for content marketing and PR
Trainer: Russell Goldsmith
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why you should learn to make podcasts:

In UK, RAJAR said 6.1m adults use any podcast in a week, although Spotify claim much higher at 61% of UK adults regularly listen to at least one podcast, with 21% listening once a week.

35% of LinkedIn users listen to podcasts and consumption increases in line with seniority.

Course overview:
There is no doubt that podcasting is in the ascendency and this step-by-step session will teach you all you need to know about how and why it can work for your brand.

We’ll talk through why podcasting is more popular than ever, how easy it is to produce your own podcasts, where to upload and host them, and how to get people to listen and share your content.

Including a fun practical session where you’ll get a chance to play interviewer and interviewee.

What to expect on the day:
This hands-on workshop will guide you through the complete process of creating a podcast. You will learn new skills through practical activities, working in a small group with Russell.

What you’ll learn:

  • Preparation – Researching your topic, writing scripts and question tactics to enable you and your guests to tell an engaging, inspiring, entertaining and educational story in 5min-60min of audio or more – whatever is required.
  • Production – How to record your own podcasts (it’s easy and not expensive) or when to bring in the professionals/hire studios
  • Editing – Tips on how to edit your show including free software that you can use
  • Hosting – Where to upload your podcasts so your listeners can easily share the content
  • Distribution – How to get more people to listen and engage with the show
  • Measurement – How easy is it to deliver statistics?
  • Sponsorship/Advertising – Can you make money from your podcast?

Listen to Russell’s podcast:
The csuite podcast covers all aspects of Marketing Communications & Public Relations, Employee Engagement, Social Media & Digital Innovation and the wider aspects of doing business in general. Featuring senior executives discussing latest trends, campaigns and issues, sharing best practice case studies.

Book this course

Blogging and writing op eds
Trainer: Jody Thompson
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

 

Raise your profile, boost your brand’s visibility, increase client engagement, generate new business –  and by dint, boost your bottom line

The blogosphere has never been bigger. But it can be hard to see why you should bother blogging when so many others are already, let alone know how to write blogs that are not just going to stand out and get read, but which have the potential to positively raise your and your company’s visibility – and even go viral, or lead you to become a thought leader in your field and a sought-after expert. Blogging can prove vital to any business as visibility is crucial for your brand if you’re to land new business by getting before eyeballs – and most importantly, you can have fun writing them.

Course overview
Learn why, where, when and how to write blogs, op eds and first person pieces, and what you should be writing about. You will find out what works, what different publications want, where else you can publish posts online, as well as the basics – length, how to title it, what to include, SEO, intros, whether to include pictures and how personal you should get – everything you need to know to write pieces which will power your business.

 

What to expect on the day:
We will explain the different processes behind blogging, from the artistic to the technical. There will also be practical exercises which we will feedback to you on at the end of the session, followed by a Q&A..

 

What you will learn:

  • Why you should blog/write op eds/thought leadership/first person pieces

  • How to go about writing a blog/op ed etc – the do’s and don’ts

  • How to pitch a blog post/op ed

  • Which outlets to pitch to and when

  • What makes a successful blog post/op ed

  • How to blue sky and brainstorm blog posts

  • How to capitalise on news and trends

  • How to maximise the cut-through and impact of your piece

  • The legalities of blogging

 

Who should attend this course?

  • Anyone who has never blogged or written opinion/first person pieces before or who wishes to improve those skills.

  • Anyone who wishes to boost their brand’s message, increase their visibility through guest/expert comment across all types of media platforms, and ultimately, boost their business’s bottom line. 

Book this course

Writing for new communicators
Trainer: Daragh Behrman
Time: 8 sessions. 1 hour weekly, 6 – 7pm, for 8 weeks.
Fee: £2,000 + VAT for up to 4 participants.

What the course covers

  • a review of sentence structure and how to use this knowledge to edit and proofread your work
  • a re-examination of the building blocks of language and the creation of a glossary of daunting terms like “adverb”, “clause”, and “conjunction”
  • the importance of concision and writing clearly
  • writing for different audiences
  • a review of punctuation and how to use it appropriately e.g. how to ease back on commas and when use apostrophes.
  • understanding the persuasive power of language and the influence it can have
  • workshops to work on personal grammatical and spelling errorsWho should attend this course:
  • anyone that feels that they lack understanding of how language “works” and how sentences are put together
  • confident writers looking to brush up on their writing skills

 

Book this course

PR & COMMUNICATIONS
Communicating what to whom
Trainer: Chris Cooke 
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

This three-hour seminar provides a beginner’s guide to the public relations and corporate communications sector. Who in a big company has a communications role? Where does PR fit in alongside advertising, marketing and sales? What are the different strands of PR? And why do some PR disciplines not call themselves ‘PR’? We’ll answer all these questions as we explore the wider communications industry.

What this course covers:

• The role that public relations and corporate communications plays – and how it interacts with marketing, advertising and sales.

• Why the sector has two names.

• Why companies need to manage relationships with the public.

• What we mean by ‘company’ and what we mean by ‘public’.

• How to segment the communications business by stakeholder, client, activity and circumstance.

• The respective role of in-house teams and agencies.

• The key stages of an effective communication strategy.

Who should attend this course?

• Anyone new to the public relations or corporate communications industry.

• More experienced practitioners keen to get an understanding of the wider business beyond their specalisms.

Book this course

Media law for communicators
Trainer: Chris Cooke
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

With companies creating ever more content as they pursue their marketing and communication strategies, it’s more important than ever for those working in these areas to understand the basics about media law. Meanwhile, reputation management can often require communicators and lawyers to collaborate when a client has been defamed or had their privacy rights infringed. This seminar provides a beginner’s guide to defamation, privacy, copyright and data protection laws in the UK.

What this course covers

• Why ‘brands as media’ and reputation management creates a legal dimension to marketing and communications.

• Media regulation and the different strands of media law in the UK.

• All the basics about defamation (libel and slander), privacy, intellectual property and data protection in the UK.

• The free speech dimension – and the risk of damaging a client’s reputation while seeking to protect it.

• The intersection between communication and legal advice.

Who should attend this course?

• Anyone working in PR who regularly creates or commissions original content, or who utlises music, video, photography or other imagery.

• Anyone working in PR who advises clients on corporate reputation and negative or damaging coverage.

Book this course

Copyright for communicators
Trainer: Chris Cooke
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

With companies creating ever more content as they pursue their marketing and communication strategies, it’s more important than ever for those working in these areas to understand the basics about intellectual property. What is covered by copyright and why? Who owns copyright? How do you legally make use of copyright protected materials? And how do you enforce your own IP rights? This three-hour seminar explains all the basics.

What this course covers

• An introduction to the kinds of content protected by copyright.

• A guide to copyright ownership and copyright terms.

• The key copyright controls – and when and why you need to get permission.

• The ins and outs of content licensing.

• Enforcing your IP rights – the basics of copyright infringement.

Who should attend this course?

• Anyone working in PR who regularly creates or commissions original content, or who utlises music, video, photography or other imagery.

Book this course

The political dimension
Trainer: Chris Cooke
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

For those PR people seeking to influence law-makers and government, it’s crucial to understand the political and law-making process in the UK. How is regulation and legislation developed, drafted, passed and enforced? And who are the key decision makers and opinion formers in Westminster and Whitehall, and elsewhere in UK politics? This seminar covers all the basics.

What this course covers

• The separation of political powers – in principle and in the UK.

• The history and peculiarities of the constitution of the United Kingdom of Great Britain and Northern Ireland.

• How Westminster works, the make-up of the House Of Commons and House Of Lords, and how they are elected and appointed.

• The role of Parliament – including the law-making process, select committees and APPGs.

• The role of Government – including key ministers, the cabinet and government departments.

• The key influencers in the political community – including civil servants, special advisers, media and think tanks.

• Devolved powers in Scotland, Wales and Northern Ireland.

• Where public affairs fits in.

Who should attend this course?

• Junior public affairs executives looking for a concise but comprehensive overview of the UK political system.

• Any PR or media practitioner seeking an understanding of how government and law-making works in the UK.

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Planning campaigns
Trainer: Anne Groves
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why you should practise planning campaigns:
Planning campaigns is at the heart of successful PR and is undertaken by every kind of organisation – corporates, governments, charities, arts and entertainment companies, the royal family – everyone. It is a key skill for PR practitioners.

Course overview:
The course will cover a start-to-finish planning system and include practical exercises on promotional and awareness raising campaigns.

What to expect on the day:
Detailed background on planning a campaign, with critical discussion of high-profile examples and a practical exercise on planning and pitching a campaign.

What you will learn:

Planning

  • Positioning of the company/product/service/celebrity in their market
  • Objectives of the campaign
  • Strategy for achieving objectives
  • Tactics for gaining coverage and affecting the target audience (encouraging them to buy, vote, sign up, volunteer etc)
  • Administration: what you need in terms of resources – time, team, skills, budget
  • Results: measuring, assessing and evaluating the results of the campaign against agreed goals

Implementing

  • Carrying out the campaign
  • Media interviews
  • Events and stunts

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Inclusive communications
Trainer: Catherine Grinyer
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

 

Your audiences are diverse; your messages and campaigns reach people via many different channels However, parts of your audience are being excluded because of some of the assumptions that have been made about how people want or have to communicate with your brand. The business case for delivering inclusive communications is strong; factoring diversity and inclusion into your communications strategy widens your reach and delivers greater impact. This in-depth workshop session will enable you to understand how delivering inclusive communications engages diverse audiences.

What this course covers:

  • What are inclusive communications, why do we need them & who are they for?
  • Audience diversity, legislation/regulations and best practice
  • Understanding the access barriers in a multi-channel and multi-audience environment
  • What makes content more inclusive to diverse audiences
  • Developing an inclusive communications policy
  • Tips and tools for delivering more accessible communications

Who should attend this course

• PR, communications, marketing, digital or social media practitioners

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Everything you need to know about using Twitter as a marketing channel

Trainer: Rax Lakhani
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why Twitter is a PR practitioner’s best friend: 

Twitter isn’t just for the Donald Trumps, Justin Biebers and Taylor Swifts of the world – it’s a place where consumers, businesses, journalists, bloggers and PR professionals live, breathe and interact with the world around them. As such, it is an essential tool for anyone who is responsible for growing a brand’s presence both online and offline. Twitter is more than 280 characters – it’s a communications playground that needs to be part of your existing marketing strategy.

 

Course overview:

This course covers everything from the basic anatomy of Twitter (what it is, retweets, likes, mentions, DMs, moments, etc.) to how to make the most of its hidden quirks and features. We will examine best practice guidelines for brands, how to structure your Twitter activity, sharing content creation tips specifically for Tweets and how to measure the effectiveness of your strategy. The session will include a bit of theory and a lot of live walk-throughs and real-time examples, so get ready to tweet like a ninja and learn a lot of essential skills along the way!

 

What to expect on the day:

The session starts by asking some fundamental questions about Twitter: what it is, why it is important, how it works and what it can deliver.

We’ll use a real-live example of a brand that needs to use Twitter to reach all of its audiences (consumers, businesses, staff, industry influencers and media) and break the tasks into individual chunks that look into different aspects and features built into the platform.

There will elements that will require creative brainstorming and some which will be more focused on practical processes that take a lot of the heavy-lifting out of maintaining a consistent and effective Twitter presence.

Interaction is the key word of the day and attendees will be encouraged to ask as many questions as they can during the session.

At the end of the session, there will be a summary of all of the key elements that make up a successful Twitter marketing and engagement strategy, including a list of tools and third-party resources that will be discussed throughout the course.

What you will learn:

  • What Twitter is, how it works and how people use it
  • How to use Twitter to amplify marketing efforts from both a B2B and B2C perspective
  • Setting up Twitter search alerts based on filtered audiences and locations through Lists and Geocode searches
  • Best practice guidelines on how to engage with people on Twitter (including journalist and influencer outreach)
  • Technical tips that make Twitter a doddle to use
  • Content formats: what works, how and when to use it
  • Measuring success – evaluating the impact of Twitter against your marketing objectives
  • The options available to use paid promotion tactics on Twitter

Who should attend the course?

  • Anyone who is new to the public relations or corporate communications industry
  • More experienced practitioners keen to brush up on their selling in skills
  • Marketing agency teams
  • In-house marketing or communications practitioners
  • Social media marketers and community management specialists

Book this course

Using Instagram for brands

Trainer: Rax Lakhani
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why Instagram is one of the best platforms for brands: 

There are just under a billion Instagram users in the world today. That’s more than double the monthly active users of Twitter and over three times as many users on WhatsApp and Facebook Messenger. According to Instagram, 80% of users say they follow at least one business on the app, with 60% hearing about a product and service through the platform.

If these stats weren’t a compelling enough reason to use Instagram as a priority communications platform for marketers, there are a whole range of tools, features and products that are being rolled for brands to maximise their ability to reach their consumers through newsfeed posts, Stories, comment engagement, Direct Messages and selective advertising formats.

Course overview:

We’ll be taking a close look at what Instagram is, how it works, who uses it and how to make the most of the many hidden (and not-so-hidden) features that are available to brands and business profiles.

The course will give a comprehensive overview on how PR campaigns can tap into the power of Instagram through creative, engaging content that taps into a wider network of micro-influencers and consumers that are key to your brand’s success.

What to expect on the day:

The session starts by asking some fundamental questions about Instagram: what it is, why it is important, how it works and what it can deliver.

We’ll use a real-live example of a brand that is active on Instagram, assessing it’s approach, available options and successes. Attendees will be guided through the different aspects and features built into Instagram’s business accounts – focusing on organic activity but also touching upon paid advertising options that are made available.

There will elements that will require creative brainstorming and some which will be more focused on practical processes that take a lot of the heavy-lifting out of maintaining a consistent and effective Instagram presence.

Interaction is the key word of the day and attendees will be encouraged to ask as many questions as they can during the session.

At the end of the session, there will be a summary of all of the key elements that make up a successful Instagram marketing and engagement strategy, including a list of tools and third-party resources that will be discussed throughout the course.

 

What you will learn:

  • What Instagram is, how it works and how people use it
  • How to use Instagram to amplify marketing efforts
  • How to use hashtags correctly and effectively to increase visibility
  • How to grow an engaged Instagram following
  • Best practice guidelines on how to engage with people on Instagram
  • Technical tips that uncover the ways to work with Instagram’s evolving algorithm
  • Instagram Stories, Newsfeed and IGTV: what the differences are
  • Content formats: what works, how and when to use it
  • Measuring success – evaluating the impact of Instagram against your marketing objectives
  • The options available to use paid promotion tactics on Instagram

Who should attend the course?

  • Anyone who is new to the public relations or corporate communications industry
  • More experienced practitioners keen to brush up on their selling in skills
  • Marketing agency teams
  • In-house marketing or communications practitioners
  • Social media marketers and community management specialists

 

Book this course

Facebook for marketers: the complete guide

Trainer: Rax Lakhani
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why Facebook is still one of the best platforms for brand marketing: 

Have you herd the news? Apparently, organic is dead on Facebook… (whatever that means). Except that’s not true. Facebook is still one of the best ways to reach, engage and convert audiences into loyal brand advocates for your brand.

Recent algorithm changes open up a whole host of opportunities for marketers to fully embrace the exposure and interaction to consumers that Facebook offers brands on the platform. Whether you use the paid options or go down the organic engagement route, there are over 2 billion people who actively use Facebook on a daily basis – each one of them is a potential customer. Are you in?

Course overview:

We’ll be taking a close look at what the current Facebook ecosystem is is, how it works, who uses it and how to make the most of the many hidden (and not-so-hidden) features that are available to brands from a marketing perspective.

The course will give a comprehensive overview on how PR professionals and communications experts can tap into the power of Facebook through a range of tactics. These include maintaining an active and effective Facebook brand presence but also go beyond the Page and look at the advertising network, Facebook Groups, Facebook Events, content marketing, Facebook Messenger and the wider connections with Instagram and Google.

What to expect on the day:

The session starts by asking some fundamental questions about Facebook: what it is, why it is important, how it works and what it can deliver.

We’ll use a real-live example of a brand that is active on Facebook, assessing it’s approach, available options and successes. Attendees will be guided through the different aspects and features built into Facebook’s business accounts – focusing on organic activity but also touching upon the growing armoury of available paid advertising options.

There will elements that will require creative brainstorming and some which will be more focused on practical processes that take a lot of the heavy-lifting out of maintaining a consistent and effective Facebook presence.

Interaction is the key word of the day and attendees will be encouraged to ask as many questions as they can during the session.

At the end of the session, there will be a summary of all of the key elements that make up a successful Facebook marketing and engagement strategy, including a list of tools and third-party resources that will be discussed throughout the course.

What you will learn:

  • What Facebook is, how it works and how people use it
  • How Facebook has changes the ways that brands can engage
  • How to use Facebook Page features to amplify marketing efforts
  • Facebook Groups: the new playground for brand marketing
  • Facebook Messenger: delivering a segmented audience profiling in real-time
  • Technical tips that uncover the ways to work with Facebook’s evolving algorithm
  • Facebook Stories, Newsfeed and Facebook LIVE: what the differences are
  • Content formats: what works, how and when to use it
  • Community Management on Facebook
  • Measuring success – evaluating the impact of Facebook against your marketing objectives
  • The options available to use paid promotion tactics on Facebook

Who should attend the course?

  • Anyone who is new to the public relations or corporate communications industry
  • More experienced practitioners keen to brush up on their selling in skills
  • Marketing agency teams
  • In-house marketing or communications practitioners
  • Social media marketers and community management specialists

Book this course

WELLNESS
Managing your mental health; An introduction to stress management and mental wellbeing
Trainer: Jane Fordham
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why does it matter?

In the UK today, 1 in 6 of us has a diagnosable mental illness at any given time. Recent data from PR Week and the PRCA suggests that in our industry nearly 60% of people have experienced mental ill health and yet the majority would not feel comfortable talking to their boss about it. That’s why this matters so acutely.

Course Overview

PR is a fast-moving and high-pressure environment which makes it rewarding and exciting. Working in such an industry however, can also bring challenges too. Society is thankfully making progress in breaking down the stigma surrounding mental health, and more specifically mental ill health and addressing the issue more proactively. This course will provide an introduction to mental wellbeing in the workplace and armed with greater understanding, will better prepare delegates for the demands of daily life in comms.

What to Expect on the Day

To develop a deeper level of self-awareness, an understanding of your own reactions to particular stress stimulus in order to take more control of your own wellbeing going forwards. You should expect a very open and engaging session with plenty of practical, scenario-based interactions and opportunities to learn from each other.

What You Will Learn

We will unbundle and better understand what stress actually is from a physiological standpoint to enable you to more effectively manage your own stress, and recognise when ‘normal’ stress tips from good to bad. We will explore models and toolkits such as the ‘stress bucket’ approach to understanding coping mechanisms and the ‘5 ways to wellbeing’, essentially a mental health equivalent to your 5 fruit and veg a day. Armed with greater self-awareness, you will also look at frameworks to better support your peers, the vital role of line managers and what a supportive workplace might look like.

 

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CAREER DEVELOPMENT
Practitioner to advisor
Trainer: Anne Groves
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

What is this course designed to achieve? Every PR practitioner, whether in-house or agency, reaches a stage where they need to evolve from a talented and diligent ‘do-er’ into an adviser who provides guidance on communications issues, planning and implementation. This course is designed to prepare practitioners for this transition.

 

Course overview:
The course has been designed to provide advice and guidance to PR practitioners who seek to move from a purely implementation role to becoming a PR adviser. Using theoretical points and input from the personal experience of the delegates, the course aims to arm you to make real progress in your career.

What to expect on the day:
Delegates will be asked to share some of their own experiences and aspects that they would like to improve. The course will analyse the priority areas underpinning the transition to adviser, plus provide practical advice and training, including some role play conversations.

What you will learn:

  • How to support the company’s overall business goals
  • How to prioritise your activity to maximise the effect of your input
  • How to advise spokespeople and the senior management team on how best to achieve communications objectives
  • How to promote understanding internally of how reputation building and external relations works in practice
  • How to position the brand and promote understanding of the world of external commentators
  • How to set targets and build medium-term and long-term plans
  • How to create meaningful measurement and regular reporting on progress

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Rising stars development programme
SENIOR MANAGEMENT
Leadership development programme
Trainers: Lisa Quinn & Sarah Stimson

See Full Details Here

Developing a winning employer brand
Trainer: Jane Fordham
Time: 3 hours
Fee: £1,200 + VAT for up to 6 participants. £200 for each additional participant up to a maximum of 10.

Why does it matter?

Because it’s never been harder to find and retain the best talent in our industry against a backdrop of the lowest unemployment for a generation, a skills gap and a marcomms landscape shifting before our eyes. Your ‘employee value proposition’ can play a vital role in you standing out as an employer of choice.

Course Overview

The war for talent has been waging in our industry for what feels like at eternity. The whole economy is now grappling with a talent shortage with evidence that things are going to get worse before they improve. This course will examine the landscape and forces at work, it will encourage delegates to begin from a position of enlightenment, with data and insights relating to their own organisational challenges and opportunities. Only then can an appropriate plan to stand out as a destination employer, for the long-term be developed and implemented.

What to Expect on the Day

To be challenged to think differently and be brave to be successful in your talent programmes. A candid journey of reflection, to consider the current employee lifecycle and what you know of the current weaknesses and opportunities for your organisations. Also expectations will be set about a long-term commitment to your employer brand and a ‘design thinking’ mindset of continual feedback, measurement and strategy tweaks.

What You Will Learn

Do expect to learn from each other, to share challenges and solutions and to be taken on a whistle-stop world tour of new approaches to finding, retaining and developing talent. You will not be given a one-size fits all solution, you will however be armed with the ability to develop a critical toolkit to apply to improve your own organisation’s employer brand, or value proposition. You will also learn how to effectively promote and market your employer brand in a consistent and authentic way, encompassing all stakeholders including existing employees.

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MEET THE TRAINERS

Our trainers are experienced practitioners from the media and creative industries. Their expertise covers a wide range of subjects and their courses are designed to be delivered to your team in your workplace.
Derek Appau

Derek Appau

Career Coach
ICF ACC & Strengthscope accredited
Bio
DEREK APPAU is a fully qualified (ICF ACC & Strengthscope accredited) personal/career development coach and facilitator.

He works with graduates, marketing professionals, entrepreneurs, aspiring and experienced business leaders, addressing work performance, career transition, relationships and well-being.

Derek specialises in nurturing a company’s emerging BAME (Black, Asian, Minority Ethnic) talent as well as creating diverse and inclusive cultures. He also specialises in developing high potential, high performing individuals who want to progress into senior leadership roles.

This is often through bespoke diversity workshops or one to one coaching.  His one to one coaching services are typically called upon to focus on work performance, career transition and well-being.

Derek has a natural coaching style. He has an innate ability to quickly uncover clients’ values, limiting beliefs, strengths and weaknesses. Derek’s use of powerful, provocative questions and honest observations are combined with motivation and genuine support at all times. The process is strategic, yet organic, resulting in an actionable plan that achieves your goals.

Derek has made the transition from helping companies raise awareness about their brands and services using media, to helping individuals raise awareness of themselves and what they are capable of achieving in their lives or within the workplace.

Before coaching he spent over 9 years in media, marketing and digital advertising. This includes working for MediaCom, partnering with clients such as Shell and The Metropolitan Police to develop recruitment media strategies which focus on diversity & inclusion. Derek is able to leverage valuable insights and hands on experience to his coaching services and workshops.

Derek is passionate about working with more companies who have training and development programmes that focus on nurturing minority talent and building diverse, inclusive future leaders.

Courses
Rising stars development programme
Chris Cooke

Chris Cooke

Co-Founder & MD
CMU
Bio
CHRIS COOKE is an editor, journalist and media entrepreneur.

He is co-Founder and MD of 3CM UnLimited, a company that helps people navigate and understand the music, media, culture and communication industries. It does this through publications, consultancy, educational initiatives and live events.

Chris is an expert on the news business, the communications sector, media law, and the impact digital has had on publishers, broadcasters and the way companies communicate. He provides this expertise to media, PR and communication professionals via 3CM’s training and consultancy business Media Insights, and to future talent in the comms sector as a key trainer at the Taylor Bennett Foundation.

Chris is also a leading expert on the music business, and he regularly writes about and comments on key trends in music rights and the music industry.

He heads up 3CM’s music company CMU, which helps people navigate and understand the music business through media like the CMU Daily bulletinSetlist podcast and CMU Trends library; through consultancy unit CMU Insights with its training courses, conference sessions and research reports; and through education programme CMU:DIY, which supports early-career artists and future industry talent.

Via 3CM’s publishing business Unlimited Media, Chris also publishes cultural recommendations service ThisWeek London; Edinburgh Festival magazine ThreeWeeks Edinburgh; and TW:DIY, a new website for people pursuing cultural careers. With two decades of publishing experience, Chris has plenty of expertise in producing and distributing journalistic content in print and online, as well as creating audio content for podcasts.

Earlier in his career, Chris worked on a number of research and consulting projects looking at best practice in corporate communications and reputation management. He later led the design and content elements of youth marketing programmes for big brands and managed the content delivery of major music partnerships between leading artists and national newspapers.

With degrees in English and Law, Chris is an accomplished journalist, acclaimed trainer and leading expert on the business of music, media, culture and communication.

Courses
The business of news

The changing media landscape

Communicating what to whom

Media law for communicators

Copyright for communicators

The political dimension

 

Anne Groves

Anne Groves

Communications Trainer, Career Adviser; Adjunct Asst Professor

Bio
ANNE GROVES is an independent communications and training consultant, with over 30 years’ experience in public relations and reputation management in professional services, financial services and publishing.

She teaches communications and career development to in-house teams and to small groups on a bespoke basis. Anne is an Adjunct Assistant Professor at Richmond, the American university in London, and teaches on the Taylor Bennett Foundation graduate course at Edinburgh Business School.

Anne’s most recent in-house roles were as Global Head of PR at Clifford Chance and, previously, as EMEIA Head of PR at Andersen. Earlier in her career she worked with international insurers Old Mutual and Aviva, and at The Guardian newspaper.

Since starting her consultancy, Anne has worked with top 50 UK and US law firms, with specialist communications headhunter Taylor Bennett and, from 2013 – 16, as director of the Taylor Bennett Foundation, a charity training graduates from ethnically diverse backgrounds for PR careers.

Anne is a non-executive board member of communications consultancy Infinite Global and an ambassador for the Taylor Bennett Foundation. She is a Fellow of the Chartered Institute of Public Relations.

Courses
Selling into the media

From practitioner to advisor

Planning campaigns

Jody Thompson

Jody Thompson

Journalist, Editor, Brand and Media Editorial Consultant

Bio

JODY THOMPSON is a journalist, editor and media consultant, working with a host of high profile creative agencies, branding and design agencies, PR firms, brands, City companies and start-ups. Qualified with the NCTJ Level 5 National Qualification in Journalism (NQJ), the NCTJ’s professional senior qualification, Jody is also a journalism mentor as well as a volunteer at The Mayhew Animal Home, the animal welfare charity in London, and part time DJ.

Jody has worked in influential senior roles for a host of major national broadcasters, newspapers, websites and magazines for more than two decades, including the Huff Post UK as blogs editor, BBC (both online at BBC Entertainment News Online and on radio at Five Live, Radio 2, Radio 1/1Xtra and live as a music news broadcaster on 6 Music), The Sun, The Mirror as online showbiz editor, Sunday Mirror as their weekly gig reviewer, the Mail Online as an online showbiz shift editor, plus has worked at Channel 4, ITN/IRN, Global Radio, VH1, Metro, NME as news manager for online and print, and many more since passing her postgrad NCTJ NQJ at the Eastern Daily Press. She has also been a sought-after expert over the years to appear on international, national and local radio and TV.

Jody now specialises in editing, ghost writing op eds and blogs, copywriting, improving visibility for brands and individuals to boost bottom line via social media, news coverage and inventing individuals as thought leaders, crisis management, media training, and devising media, news and social media strategy for brands, businesses and individuals.

When it comes to media training, Jody is one of the leading UK experts when it comes to writing blogs and op eds, how to land press opportunities in local, national and international press, as well as technique for appearing on radio and TV.

As The Huff Post UK blogs editor, Jody built up a stable of 15,000 bloggers and helped the site become the third biggest online news site in the UK. She single-handedly brought in high-profile names, including Her Majesty The Queen, Michelle Obama, The Duchess of Cambridge, Prince Charles, Prince William, David Cameron, David Beckham, Jamie Oliver, Sir Paul McCartney, Sir Elton John, Russell Brand, Ricky Gervais, Sir Richard Branson and many, many more due to her exceptional contacts. She garnered national and international headlines from the posts she secured and made innumerable blogs go viral. She grew the blogs audience from a few hundred at launch to a record 2.2million UK UVs when she left in the summer of 2016 to launch Jody Thompson Media Consultancy Ltd.

Since then, Jody has worked with numerous high profile clients including the likes of the Institute of Directors and Director magazine, The River Group, the Unlimited Group, JWT Intelligence, Tribe, Southpaw, Adapty, AMV BBDO, Quiet Storm, Gravity Road, City CV, Howoco, Persuasion Communications, Grey London, Leo Burnett, Cheil, LIDA, Copa90, The Luxury Spa Edit, Krow Communications, Adam + Eve, UsTwo, Radiocentre, Martin Agency London, WGSN, Y&R, Antidote, SDL, Kazoo PR, The Advertising Producers Association, Blink Productions and many more.

She has also worked with Number 10 Downing Street, the offices of Tony and Cherie Blair, Gordon and Sarah Brown and Clarence House and has advised Buckingham Palace on social media strategy and blogging.

Jody has also appeared extensively on radio and TV on a host of channels, as both an expert and as a presenter, including scripting and presenting an episode of Sky TV’s Divas Behaving Badly, plus regular slots as a talking head across the likes of MTV, the BBC News At 10, ITV’s main news, Steve Wright’s Radio 2 Show, the Vanessa Feltz Show on ITV and more.

She’s also given numerous presentations to global brands over the years to teach them how to harness the power of social media, as well as how to write blogs and op eds, and was commissioned by the Institute of Directors to help with editorial strategy both online and offline ahead of their 2016 annual convention at the Royal Albert Hall. Her involvement increased ticket sales by 60%.

She’s also coached and trained a host of high-profile business leaders and CEOs in the art of blog and op ed writing as well as art and science of appearing on radio and TV, both live and in pre-records.

 

Courses
Media training

Blogging and writing op eds

Daragh Behrman

Daragh Behrman

English & Writing Skills
Tutor
Bio
DARAGH BEHRMAN has been a teacher since 2004 and begun his career teaching English as a foreign language.

He has worked both in London and in Sydney, Australia and after two years of teaching achieved his DELTA qualification. Since completing his MA in English Language Teaching and Applied Linguistics at King’s College in 2011, Daragh made the move to teaching English in a more academic capacity and since 2012 he has been preparing international students for the rigours of academic life at UK universities.

He has taught at King’s College and INTO City and has been working at INTO London since 2012 as an English for Academic Purposes teacher and is the coordinator of the Academic English programme.

Daragh has also worked with the Taylor Bennett Foundation since 2014 and is the writing tutor for the trainees on the programme. The sessions cover a range of topics from sentence structure and punctuation to editing, style, and grammar.

When Daragh is not teaching, he spends his time running, bowling badly and encouraging his children to turn off Netflix.

Courses
Writing for new communicators
Firgas Esack

Firgas Esack

Publicist

The Hoxby Collective
Bio

FIRGAS ESACK has over 15 years’ experience as a Publicist, working with entertainment brands and celebrities. She has worked with Snoop Dogg, the Churchill Dog, a TV show about zombie dogs – and once got BBC news for a client by walking a fire-breathing robot dog through central London. She mostly shares her office with her own three dogs.

From 2008 to 2013, Firgas ran Raw Material; a team of PR’s, bloggers and party planners. Highlights included working with Club Papaya in Croatia, building its reputation from a local tourist destination to being ranked top ten in DJ Magazine’s ‘Top 100 Clubs’.

During the Leveson Inquiry, Firgas worked with Calum Best, and in 2012 helped Leo Ihenacho (The Streets) secure a world record for performing 24 gigs in 24 hours.

Since 2013 Firgas has worked as a freelance PR, and is currently part of The Hoxby Collective; a global agency without walls.

Outside of work, Firgas mostly picks up random bits of LEGO, strewn by her three sons.

Courses
Working with influencers and brand ambassadors
Jane Fordham

Jane Fordham

Founder
Jane Fordham Consulting
Bio
JANE FORDHAM started a talent consultancy in April of 2018 following a 15-year career at global PR agency Golin. After joining this trail-blazing agency back in 2003, Jane led corporate communications programmes for brands like Orange and Tetra Pak. In 2010 she moved into a dual role heading up the agency’s talent (HR) and its own marketing. During that time the agency grew significantly in scale and profile, developing a reputation as a pioneer of progressive talent programmes specifically in the areas of flexible working, gender and social equality and inclusion.

Jane now offers a wide gamut of consulting and training work across most aspects of people management including culture, talent acquisition and development, wellbeing and diversity and inclusion, working with brands like Ticketmaster, Jack Morton (event management), The Civil Aviation Authority, Arm (UK technology giant), Cirkularis8 (workplace design start-up) and CA Technologies. She is an active blogger and has launched an expert panel series called ‘The Way We Work,’ with the inaugural event focussing on the modern mental health epidemic. Jane regularly speaks at conferences and events.

Over the last 12 months Jane has supported a Government Equalities Office publication of guidelines for returnship programmes (getting Mums and Dads back to work after an extended break) and appeared on BBC Breakfast TV (talking about innovative workplace benefits), Five Live Radio (the same), BBC Radio 4’s The Today Programme (unlimited leave) and various trade media (around the Gender Pay Gap and returnships).

Prior to Golin, Jane spent three years at technology comms specialist Firefly Communications and following graduation from Loughborough University with a BA Hons in European Business, she spent 18 months at RS Consulting working on global research consultancy projects for the technology and telecommunications sector.

Jane sits on a corporate advisory board for Battersea Cats & Dogs Home, acquiring a beautiful six-year old Hungarian Vizsla called Rocky in April. She took a leap outside her comfort zone to successfully climb Mount Kilimanjaro with a global Golin team last summer but is more typically found socialising, with friends and family, running around the Surrey countryside or devouring a good book.

Courses
Developing a winning employer brand

Managing your mental health; An introduction to stress management and mental wellbeing

Management development

Evadney Campbell

Evadney Campbell

Co-Founder
Shiloh PR
Bio
Evadney Campbell is a successful, dedicated and creative university lecturer, broadcast journalist, trainer and public relations consultant with over thirty years of experience in education, consultancy and media.

Evadney who’s listed as one of the Top 100 Most Influential British Entrepreneurs – Richtopia.com, worked with the BBC as a video journalist, radio presenter and producer across TV, Radio and online. She is now a published author. PTLLS certified and with a strong ability to develop and engage learners at undergraduate, postgraduate and professional level.

An active volunteer in her community, Evadney was awarded with an MBE for services by the Queen in 1995.

Evadney also run a successful PR and media training agency, Shiloh PR, set up with her daughter in 2013..

 

Courses
Crisis media training
Russell Goldsmith

Russell Goldsmith

Founder
Audere Communications
Bio
RUSSELL GOLDSMITH established Audere Communications in 2014, having previously spent 16 years as a Director of broadcast specialists, markettiers. He provides PR and content marketing consultancy and runs workshops on a number of aspects about creating engaging content for international campaigns, and regularly writes for industry magazines and blogs. He is also a PRCA approved trainer.

Russell produces and presents the csuite podcast. The show is aimed at marketing professionals and the wider business audience, covering all aspects of communications, employee engagement and innovation. He has recorded over 70 shows, interviewing more than 265 senior executives at conferences including the World PR Forum in Toronto and Cannes Lions 2016-18.  Recent sponsors of the show include Microsoft and the UK Ministry of Justice & Cabinet Office

Catherine Grinyer

Catherine Grinyer

Director
Big Voice Communications
Bio
CATHERINE GRINYER has more than 20 years’ experience in PR, marketing, communications and public affairs, and she is the Director and owner of specialist diversity and inclusion communications consultancy Big Voice Communications and is currently a board member of the British Assistive Technology Association. Catherine was Chair of the CIPR Diversity & Inclusion Forum from 2013 to 2017, During this time she introduced a CIPR Excellence Award for recognising diversity and inclusion in communications campaigns, which she judged for two consecutive years.

Prior to this Catherine was Director of Communications and Marketing at Business Disability Forum for 7 years. Her work has won industry awards, most recently receiving ‘highly commended’ for Best Diversity Resource in the Excellence in Diversity Awards. Catherine has written best practice guidance on inclusive communications and recently co-authored an essay,“Why digital inclusion matters to your communications now” which was published in Platinum, the CIPR’s 70thanniversary book showcasing excellence in public relations.

Courses
Inclusive Communications
Rax Lakhani

Rax Lakhani

PR, Social Media & Digital Marketing Consultant & Lecturer

Bio
RAX LAKHANI is a seasoned communications strategist with over fifteen years’ experience specialising in online engagement and social media marketing.

Having worked with some of the world’s best-known companies across a variety of sectors, Rax now offers independent consultancy helping agencies, public sector organisations and consumer/b2b brands on bringing their digital marketing strategies to life. He also is a part-time lecturer in digital content creation and online engagement.

Courses

Everything you need to know about using Twitter as a marketing channel

Using Instagram for brands

Facebook for marketers: the complete guide

 

Want to book some training?
Say Hello!

If you’d like to discuss booking a course for your team, get in touch.