2017 Public Relations

8
PUBLIC RELATIONS
2017
PUBLIC RELATIONS
2017
PR.1A Public Relations Management - Level 1 2

PR.1B Public Relations Management - Level 2 4
PR.1C Public Relations Management - Level 3 6
PR.2A Strategic Public Relations Management 8
PR.2B Strategic Public Relations, Protocol and Travel Management 10
PR.3 Advanced Strategic Public Relations Management 12
PR.4A Protocol and Travel Management - Level 1 14
PR.4B Protocol and Travel Management - Level 2 16
PR.4 Advanced Protocol and Travel Management 18
PR.5A Protocol and Events Management - Level 1 20
PR.5B Protocol and Events Management - Level 2 22
PR.5 Advanced Protocol and Events Management 24
PR.6A Corporate Social Responsibility - Level 1 26
PR.6B Corporate Social Responsibility - Level 2 28
PR.6 Advanced Corporate Social Responsibility 30
PR.7 Strategic Marketing, Brand Management and Public Relations 32
PR.8 Media Relations 34

2017 Course Calendar 36
Who should attend?
Those new to PR Management
Those who need to understand the
rapidly changing media environment
P U B L I C
PR Executives, assistants and
researchers
Marketing executives and assistants
Those in PR in public sector, private
RELATIONS sector and not-for-profit organisations

Those in PR at the national, regional and
community level
Those working for international, global
MANAGEMENT or supranational organisations
LEVEL 1
Learning Objectives
To practise PR successfully in their organisation
To assess the range of approaches, methods and
techniques required
To apply the tactics
To write successfully
To manage PR events and activities
2 www.lct.co.uk
PR Channels Target Markets
Print media and its current and Requirements of target
likely future role in PR audiences and stakeholders
Television and the impact it can What are your competitors
Course Content have doing and how successfully?
Radio relying on voice only 15 different types of research to
Mobile technology and find out the answers
increasing accessibility Identifying the most appropriate
Social media and multi-media way to reach your audiences
growth, complexity and impact Pitfalls to avoid in messages
and content
What is PR Public Relations? PR Events and Activities
Objectives and key elements of Events: organising and
Public Relations attending Writing for all Media
Importance, benefits and Exhibitions: organising, What makes a good story?
challenges of Public Relations exhibiting and attending How to win and keep readers
management Visits: to your organisation by attention
How PR differs from marketing, media and journalists Writing for print: marketing
advertising and sales Lobbying: advantage, risks and materials, news, features,
Advantages and disadvantages impact editorial and letters
of all PR options Sponsorship: maximising return Press releases that are
Importance of PR internally on investment (ROI) published, not ignored
Course code: PR.1A 23rd - 27th January

18th - 21st April
Duration: 1 week 24th - 28th July
Course fee: 2,450 23rd - 27th October
www.lct.co.uk 3
Who should attend?
PR Managers, Executives and
Assistants
Marketing Managers, Executives and
P U B L I C
Assistants
sector and not-for-profit organisations
RELATIONS community level

or supranational organisations
Those who need to understand the
MANAGEMENT rapidly changing media environment
LEVEL 2
Learning Objectives
To strengthen current management, structures, methods
and techniques of PR
To create a successful PR plan
To overcome the challenges of project-managing the
implementation of the plan
To make an impact with appropriate market analysis,
management and results measurement
To maximise the Return on Investment (ROI) of PR
4 www.lct.co.uk
Social Media and Multi-media Media Relations
Understanding the scope, What do you want from editors,
power and immediacy of these journalists and their media?
What do they need from you?
Course Content
media
Monitoring what is said, where Understand the pressures and
and by whom deadlines they are under
Positively responding to Work together to build long-term
negative feedback durable relationships
Pro-actively participating in Ten top tips for developing
social and multi-media lasting relationships
Dos and donts
What you are Promoting?
PR to promote organisations Press Conferences and Interviews Five Steps for a Successful PR
vision, mission and strategy Managing press conferences Plan
Benefits of products and and dealing with journalists Agree your objectives, set
services enquiries targets and quantify results
Target messages for specific Giving winning television Appropriate channels, methods
audiences, stakeholders and interviews and mix
markets Radio interviews with impact Maximise budget and resources
Objective measures of success: Handling difficult questions on Recruit and manage your PR
Key Performance Indicators the telephone team: internal and external
(KPIs) Avoid the 5 most common Effective project management of
Return on Investment (ROI) mistakes the implementation
Course code: PR.1B 30th January - 3rd February

24th - 28th April
Duration: 1 week 31st July - 4th August
Course fee: 2,550 30th October - 3rd November
www.lct.co.uk 5
Who should attend?
Directors of Public Relations
Directors of Marketing
Senior Public Relations Managers
P U B L I C
Company Directors
General Managers
Senior Managers
Advisors at Ministerial level in
RELATIONS

government departments
Advisors to Directors and top Managers
in other organisations
Those in public sector, private sector
MANAGEMENT
and not-for-profit organisations
Those at the national, regional and
LEVEL 3 community level
Owners or account directors in public
relations consultancies
Learning Objectives
To discuss common PR challenges
To be able to find workable solutions
To be up-to-date with advances in PR techniques,
methodologies and tools
To evaluate PR opportunities, challenges and risks
To exchange ideas on what makes a successful PR
campaign
To analyse the key features of PR which will minimise the
risks
To learn how to manage a crisis productively
To study pro-active and reactive PR
To learn from the experience of others
6 www.lct.co.uk
Building a Reputation Advising and Developing
Clarify the key elements that Senior People
comprise reputation Advising politicians, senior
Strategy to maintain a long-term
Course Content reputation
civil servants, directors and
managers
Minimise threats to reputation Giving winning presentations
Defend reputation when under Public relations challenges as
attack opportunities
Rebuild reputation after it has Harnessing creative conflict into
been undermined or discredited productive output
Planning a Successful PR
Budgeting and resource
Campaign
management
Agree strategic objectives
globally, nationally, regionally, Issues and Crisis Management Importance of internal
locally Anticipate sources of crises and PR for your organisation
Appropriate communication for mitigate risks What employees expect from
each market, stakeholder and Appoint crisis leaders and you
audience teams and allocate resources All the different ways of
Objective measures of success Create crisis plans for key communicating with them
and desired outcomes eventualities Information they want to know
Project management of Practise crisis plans regularly Who should send those
implementation of plan Case studies of impact on messages?
Anticipate and prevent organisations of good and poor Appropriate methods and
problems PR crisis management frequency
Course code: PR.1C 6th - 10th February

2nd - 5th May
Duration: 1 week 7th - 11th August
Course fee: 2,650 6th - 10th November
www.lct.co.uk 7
Who should attend?
PR Managers, Executives and
Assistants
S T R AT E G I C Marketing Managers, Executives and
Assistants
P U B L I C sector and not-for-profit organisations

community level
RELATIONS or supranational organisations
MANAGEMENT
Learning Objectives
To plan and manage the structures, methods and
techniques of Strategic PR
To develop and create a successful PR Strategy
To overcome the challenges of implementation
To measure the results and impact Key Performance
Indicators (KPIs)
To maximise the Return on Investment (ROI) of Strategic
PR
8 www.lct.co.uk
Course Content
PR Channels Target Markets

Writing for all Media
Print media and its current and Requirements of target
What makes a good story? likely future role in PR audiences and stakeholders
How to win and keep readers Television and the What are your competitors
attention
impact it can have doing and how successfully?
Writing for print: marketing Radio relying on voice only 15 different types of research to
materials, news, features,
Mobile technology and find out the answers
editorial and letters
increasing accessibility Identifying the most appropriate
Press releases which are Social media and multi-media way to reach your audiences
published, not ignored
growth, complexity and impact Pitfalls to avoid on messages
Ten top tips for writing for social and content
media
What is PR Public Relations? PR Events and Activities
Social Media and Multi-media
Objectives and key elements of Events: organising and
Understanding the scope,
Public Relations attending
power and immediacy of these
Importance, benefits and Exhibitions: organising,
media
challenges of Public Relations exhibiting and attending
Monitoring what is said, where
management Visits: to your organisation by
and by whom
How PR differs from marketing, media and journalists
Positively responding to
advertising and sales Lobbying: advantage, risks and
negative feedback
Advantages and disadvantages impact
Pro-actively participating in
of all PR options Sponsorship: maximising return
social and multi-media
Importance of PR internally on investment (ROI)
Dos and donts
Corporate social responsibility
Press Conferences and Interviews Five Steps for a Successful PR
Managing press conferences Plan Media Relations
and dealing with journalists Agree your objectives, set What do you want from editors,
enquiries targets and quantify results journalists and their media?
Giving winning television Appropriate channels, methods What do they need from you?
interviews and mix Understand the pressures and
Radio interviews with impact Maximise budget and resources deadlines they are under
Handling difficult questions on Recruit and manage your PR Work together to build long-term
the telephone team: internal and external durable relationships
Avoiding the 5 most common Effective project management of Ten top tips for developing
mistakes the implementation lasting relationships
Course code: PR.2A 23rd January - 3rd February

18th - 28th April
Duration: 2 weeks 24th July - 4th August
Course fee: 3,850 23rd October - 3rd November
www.lct.co.uk 9
Who should attend?
S T R AT E G I C Protocol officers
Travel officers and executives
Public relations officers, executives and
P U B L I C
researchers
Those responsible for protocol, travel
and accommodation
R E L AT I O N S , sector and not-for-profit organisations

community level
P R O T O C O L or supranational organisations
& TRAVEL MANAGEMENT
Learning Objectives
To build on existing knowledge of Strategic Public
Relations
To apply the tactical skills required for working in Strategic
Public Relations
To manage the key aspects of protocol
To learn tips, tools and techniques to arrange business
travel
To meet the expectations of those involved in protocol and
travel arrangements
10 www.lct.co.uk
Course Content Writing for all Media PR Events and Activities
What makes a good story? Events: organising and
How to win and keep readers attending
attention Exhibitions: organising,
Writing for print: marketing exhibiting and attending
What is PR Public Relations? materials, news, features, Visits: to your organisation by
Objectives and key elements of editorial and letters media and journalists
Public Relations Press releases which are Lobbying: advantages, risks
Importance, benefits and published, not ignored and impact
challenges of Public Relations Ten top tips for writing for social Sponsorship: maximising return
management media on investment (ROI)
How PR differs from marketing, Corporate social responsibility
advertising and sales Accommodation and International
Advantages and disadvantages Travel Requirements Exhibitions, Conferences, Visits
of all PR options Factors to choose and book and Events National and
Importance of PR internally the most appropriate hotel and International
rooms Planning and organising events,
PR Channels Customer and protocol conferences and visits
Print media and its current and requirements; preferred hotels Organising, exhibiting at or
likely future role in PR list; change in plans attending exhibitions
Television and the impact it can Car transport; tolls; parking; Greeting foreign dignitaries,
have rental; security; motorcades flying flags correctly and
Radio relying on voice only Meeting the demands of meeting expectations
Mobile technology and business travel: payment Order of precedence for official
increasing accessibility methods and exchange rates ceremonies
Social media and multi-media
The Right Documents, at the Budgeting and Cost Control
growth, complexity and impact
Right Time, in the Right Place Budgeting accurately and
Target Markets Organising passports, meaningfully
Requirements of target processing visas and Monitoring authorisation,
audiences and stakeholders overcoming the problems approvals, expenditure,
What are your competitors Compliance with entry allowances and receipts
doing and how successfully? requirements and immigration Monitoring expenditure against
15 different types of research to rules budget
find out the answers Ensuring the health, safety and Cancellations, claims,
Identifying the most appropriate security of staff and visitors reimbursements, hospitality
way to reach your audiences Booking tickets; timetables; Insurance which is robust,
Pitfalls to avoid on messages time differences; holidays; appropriate and up-to-date
and content cancellations
Course code: PR.2B 23rd January - 3rd February

18th - 28th April
Duration: 2 weeks 24th July - 4th August
Course fee: 3,850 23rd October - 3rd November
www.lct.co.uk 11
Who should attend?
A D V A N C E D
PR Directors and Managers
Marketing Directors and Managers
S T R AT E G I C

Company Directors
sector and not-for-profit organisations
P U B L I C

community level
RELATIONS

Advisers at Ministerial level in
Advisers to Directors and top Managers
MANAGEMENT
in other organisations
Owners or account directors in public
Learning Objectives
To lead and project manage a successful PR campaign
To apply the most up-to-date PR techniques,
methodologies, tools
To identify and capitalise on PR opportunities
To overcome the challenges and minimise risks
To maximise the Return on Investment (ROI)
12 www.lct.co.uk
Social Media and Multi-media What you are Promoting?
Course Content Understanding the scope, PR to promote organisations
power and immediacy of these vision, mission and strategy
media Benefits of products and
Monitoring what is said, where services
and by whom Target messages for specific
Media Relations Positively responding to audiences, stakeholders and
What do you want from editors, negative feedback markets
journalists and their media? Proactively participating in Objective measures of success:
What do they need from you? social and multi-media Key Perfomance Indicators
Understand the pressures and Dos and donts (KPIs)
deadlines they are under Return on Investment (ROI)
Work together to build long-term Five Steps for a Successful PR Press Conferences and Interviews
durable relationships
Plan Managing press conferences
Ten top tips for developing Agree your objectives, set and dealing with journalists
lasting relationships
targets and quantify results enquiries
Building a Reputation Appropriate channels, methods Giving winning television
Clarify the key elements that and mix interviews
comprise reputation Maximise budget and resources Radio interviews with impact
Strategy to maintain a long-term Recruit and manage your PR Handling difficult questions on
reputation team: internal and external the telephone
Minimise threats to reputation Effective project management of Avoid the 5 most common
Defend reputation when under the implementation mistakes
attack
Advising and Developing Senior Planning a Successful PR
Rebuild reputation after it has
People Campaign
been undermined or discredited
Advising politicians, senior Agree strategic objectives
Issues and Crisis Management civil servants, directors and globally, nationally, regionally,
Anticipate sources of crises and managers locally
mitigate risks Giving winning presentations Appropriate communication for
Appoint crisis leaders and Public relations challenges as each market, stakeholder and
teams and allocate resources opportunities audience
Create crisis plans for key Harnessing creative conflict into Objectives, measures of
eventualities productive output success and desired outcomes
Practise crisis plans regularly Budgeting and resource Project management of
Case studies of impact on management implementation of plan
organisations of good and poor Anticipate and prevent
PR crisis management problems
Course code: PR.3 30th January - 10th February

24th April - 5th May
Duration: 2 weeks 31st July - 11th August
Course fee: 3,950 31th October - 10th November
www.lct.co.uk 13
Who should attend?
Protocol managers and travel
managers, who are experienced but
PROTOCOL
who would like a refresher
Protocol officers & executives, and
travel officers & executives who would
like to develop their expertise and skills
& TRAVEL
Meetings organisers, to help them
incorporate protocol and travel needs in
their planning
Public relations and communication
managers to promote knowledge and
MANAGEMENT understanding of how protocol and
travel management contributes to
LEVEL 1 successful public relations
Public relations officers and public
relations executives who would like to
develop their knowledge, understanding
and their skills relating to what is
required in the protocol and travel
management function
Communications officers and
communications executives
Learning Objectives
To develop and strengthen management protocol and
travel functions
To ensure the delivery of a high quality service to all users
in the most cost-effective way
To understand the process, procedures and requirements
for all documents
To develop the skills of delegates using relevant, inter-
active, up-to-date, practical tools and techniques
To organise events that run smoothly
14 www.lct.co.uk
Exhibitions, Conferences, Visits Accommodation and International
and Events National and Travel Requirements
International Factors to choose and book the
Planning and organising events,
Course Content conferences and visits
most appropriate hotels and
rooms
Organising, exhibiting at or Customer and protocol
attending exhibitions requirements; preferred hotels
Trade visits and the protocol for list; change in plans; families
them Car transport; tolls; parking;
Greeting foreign dignitaries, rental; security; motorcades
Managing the Protocol and
flying flags correctly and Meeting the demands of
Travel Management Function
meeting expectations business travel: payment
Role and responsibilities of the
Order of precedence for official methods and exchange rates
function
ceremonies Methods to research all
Creating streamlined policies,
The Right Documents, at the possible options and prioritise
systems, structure and
Right Time, in the Right Place the best
procedures
Keeping up-to-date with Organising passports,
changes in rules and processing visas and Budgeting and Cost Control
regulations nationally and overcoming the complexities Budgeting accurately and
internationally and problems meaningfully
Record-keeping, monitoring, Compliance with entry Monitoring authorisation,
updating and maintaining requirements and immigration approvals, expenditure,
Applying all policies, processes rules allowances, expenses and
and procedures fairly to all Ensuring the health, safety and receipts
security of staff and visitors Monitoring expenditure against
Booking tickets; timetables; budget
time differences; holidays; Cancellations, claims,
cancellations reimbursements, hospitality
Airport procedures, Insurance which is robust,
requirements and duties appropriate and up-to-date
Course code: PR.4A 30th January - 3rd February

24th - 28th April
www.lct.co.uk 15
Who should attend?
Travel directors, senior managers,
operations managers and their deputies
PROTOCOL
Protocol directors, senior managers,
operations managers and their deputies
PR directors, senior managers,
managers and their deputies
& TRAVEL
Heads of travel and protocol
departments
International relations directors and
managers
All those who are involved in the
MANAGEMENT welcoming of visitors to their country or
sending their staff overseas
LEVEL 2 Those who have some experience of
travel and protocol management but
who would like to develop a more
strategic approach and understand its
importance in that context
Learning Objectives
To contribute to the achievement of the strategic vision of
an organisation through protocol and travel management
To develop and promote the corporate profile and
reputation through protocol and travel management
To revise, refresh and develop qualities and skills for
efficient protocol and travel management
To plan and organise national and international travel and
accommodation for your staff when they are travelling and
for visitors to your country
To strengthen relationships and develop powerful
communication skills
To ensure that meetings at home and abroad achieve
objectives
To create realistic budgets and control costs
To reduce the impact of unexpected emergencies and
crises
16 www.lct.co.uk
Communication Skills Required Building and Maintaining
Qualities required: questioning Strong Relationships
and active listening Principles of durable
Course Content Dealing with difficult people relationships
Negotiating win-win deals with Building strong relations with
suppliers, agents and contacts your internal clients, suppliers,
while maintaining relationships agents and contacts
and quality of service Building diplomatic relationships
Project Management Communication in a crisis, with Embassies and Missions
in Protocol and Travel emergency or disruption Cultural etiquette in business,
Protocol and travel Turning complaints into social, entertaining, dress,
management in the promotion opportunities giving and receiving presents
of the positive corporate image Meetings at Home and Abroad Risks Disruption to Travel:
of the organisation & helping to Pre-meeting preparation Pro-active Management
achieve vision & mission including seating, translators, Identification, evaluation and
Monitoring the effectiveness of interpreters, and timings management of threats and
the function Chairing, participating, agenda, risks
Managing the range of external minutes, follow-up and action Creating contingency plans for
suppliers plans emergencies
Resources required to manage Order of dignitaries for entering Disaster recovery planning,
the function efficiently a room, introductions, talking implementing and practice
Role and responsibilities of and making presentations Ensuring continuity throughout
the function communicated Conflict resolution, decision- disruption
internally making and problem-solving Planning for unexpected crises
Course code: PR.4B 6th - 10th February

2nd - 5th May
www.lct.co.uk 17
Who should attend?
Travel directors, managers, supervisors,
team leaders, executives and assistants
ADVANCED Protocol directors, managers,
PROTOCOL
supervisors, team leaders, executives
and assistants
PR directors, managers, supervisors,
team leaders, executives, and
& TRAVEL
assistants who would like an
understanding of the role of protocol
and travel management in the promotion
of the positive corporate image of their
organisation
MANAGEMENT International relations managers and

directors
All those who are involved in the
welcoming of visitors to their country or
sending their staff overseas
Learning Objectives
To revise, refresh and develop skills for efficient protocol
and travel management
To plan and organise national and international travel and
accommodation for your staff when they are travelling and
for visitors to your country
To plan international exhibitions, visits and events
To strengthen relationships and develop powerful
communication skills
objectives
To create realistic budgets and control costs
To reduce the impact of unexpected emergencies and
crises
18 www.lct.co.uk
Exhibitions, Conferences, Visits Accommodation and International
and Events National and Travel Requirements
International Factors to choose and book the
Organising, exhibiting at or most appropriate hotels and
Course Content attending exhibitions rooms
Greeting foreign dignitaries, Customer and protocol
flying flags correctly and requirements; preferred hotels
meeting expectations list; change in plans
Order of precedence for official Car transport; tolls; parking;
Meetings at Home and Abroad
ceremonies rental; security; motorcades
Pre-meeting preparation
Meeting the demands of
including seating, translators,
business travel: payment
interpreters and timings
methods and exchange rates
Chairing, participating, agenda,
minutes, follow-up and action The Right Documents, at the
plans Right Time, in the Right Place Managing the Protocol and
Order of dignitaries for entering Organising passports, Travel Management Function
a room, introductions, talking processing visas and Role and responsibilities of the
and making presentations overcoming the problems function
Compliance with entry Creating streamlined policies,
Risks Disruption to Travel: requirements and immigration systems, structure and
Pro-active Management rules procedures
Identification, evaluation and Ensuring the health, safety and Keeping up-to-date with
management of threats and security of staff and visitors changes in rules and
risks Booking tickets; timetables; regulations
Disaster recovery planning, time differences; holidays; Record-keeping, monitoring,
implementing and practice cancellations updating and maintaining
Ensuring continuity throughout
disruption
Budgeting and Cost Control Building and Maintaining
Planning for unexpected crises
Budgeting accurately and Strong Relationships
Communication Skills Required meaningfully Principles of durable
Qualities required: questioning Monitoring authorisation, relationships
and active listening approvals, expenditure, Building strong relations with
Dealing with difficult people allowances and receipts your internal clients; suppliers,
Negotiating win-win deals with Monitoring expenditure against agents and contacts
suppliers, agents and contacts budget Building diplomatic relationships
while maintaining relationships Cancellations, claims, with Embassies and Missions
and quality of service reimbursements, hospitality Cultural etiquette in business,
Communication in a crisis, Insurance which is robust, social, entertaining, dress,
emergency or disruption appropriate and up-to-date giving and receiving presents

Course fee: 3,950 30th October - 10th November
www.lct.co.uk 19
Who should attend?
Protocol officers, protocol executives
and assistants
PROTOCOL
Event officers, events executives,
conference organisers, Exhibition
organisers, and meetings organisers &
assistants
& EVENTS
Customer relations officers, customer
relations executives and assistants
Public relations officers and public
relations executives
Communications officers,
MANAGEMENT communications executives and
researchers
LEVEL 1
Learning Objectives
To develop and strengthen the management of protocol
and event functions
To learn the tips and avoid the traps of organising efficient
events
To extend and apply skills of communication to promote
successful events
To identify risk and understand how to minimise its impact
To analyse and apply the factors which ensure that events
come in on time and to budget
20 www.lct.co.uk
Budgeting and Cost Control Communication Appropriate
Budgeting accurately and for Guests, Audiences and
meaningfully Stakeholders
Monitoring authorisation, Written communication to
Course Content approvals, expenditure, prevent misunderstandings
allowances, expenses and Oral communication including
receipts talking, listening and
Monitoring expenditure against understanding
budget Body language, facial
Cancellations, claims, expressions and gestures to
reimbursements, hospitality prevent offence
Exhibitions, Conferences, Visits
and Events National And
Insurance which is robust, Organisational communication:
appropriate and up-to-date media, photography, seating,
International
timing, speeches
Planning and organising events, Managing The Protocol and
conferences and visits Events Function
Cultural: demonstrating respect
for national and international
Organising, exhibiting at or Role and responsibilities of the
protocol
attending exhibitions functions, internal and external
Trade visits and the protocol for teams Risk and Crisis Management for
them Creating streamlined plans, Different Events
Greeting foreign dignitaries, policies, systems, structures Identifying all the possible risks
flying flags correctly and and procedures for an event
meeting expectations Keeping up-to-date nationally Evaluation of likelihood and
Order of precedence for official and internationally impact
ceremonies according to Record-keeping, monitoring, Seven ways to deal with risk
protocol updating and maintaining Creating and rehearsing
Appropriate policies, processes contingency plans
and procedures according to Handling unexpected problems,
protocol crises and issues
Course code: PR.5A 30th January - 3rd February

24th - 28th April
www.lct.co.uk 21
Who should attend?
Protocol senior managers, protocol
managers and assistants
PROTOCOL
Events - senior managers, events -
project planners, conference project
planners, exhibition managers and
meetings managers
& EVENTS
Customer relations senior managers
Public relations senior managers
Communications senior managers
MANAGEMENT
LEVEL 2
Learning Objectives
To develop the knowledge of managing protocol and
events departments and teams
To apply the principles of project management to planning
and organising and holding successful events
To develop and apply the core skills of PR and marketing
for event promotion
To understand the key factors in building and maintaining
strong relationships
strategic objectives
22 www.lct.co.uk
PR and Marketing for Meetings at Home and Abroad
Successful Events Pre-meeting preparation
Identifying target markets and including seating, translators,
Course Content objectives

Clarifying the messages for
interpreters, and timings
Chairing, participating, agenda,
each market minutes, follow-up and action
Appropriate channels to plans
reach guests, audiences and Order of dignitaries for entering
stakeholders a room, introductions, talking
Promoting organisations brand and making presentations
and enhancing its reputation Conflict resolution, decision-
Evaluation, feedback and making and problem-solving
lessons learned
Protocol and Event Management Building and Maintaining Project Management in
Role and Responsibilities Strong Relationships Protocol and Events
Managing the protocol and Principles of durable Project management principles
events function relationships and approach applied to events
Exhibitions, conferences, visits Building strong relations with Measuring and monitoring the
and events - national and your internal clients, suppliers, effectiveness of the planning
international agents and contacts and the resulting event
Communication appropriate Building diplomatic relationships Managing and maintaining the
for guests, audiences and with Embassies and Missions quality of the range of external
stakeholders Cultural etiquette in business, suppliers
Risk and crisis management for social, entertaining, dress, Resources required to manage
different events giving and receiving presents events efficiently
Budgeting and cost control Promoting cross-cultural Role and responsibilities before,
understanding of history and during and after the event
traditions
Course code: PR.5B 6th - 10th February

2nd - 5th May
www.lct.co.uk 23
Who should attend?
Protocol senior managers, protocol
managers and assistants
ADVANCED Events - senior managers, events -
PROTOCOL
project planners, conference project
planners, exhibition managers and
meetings managers
Customer relations senior managers
& EVENTS
Public relations senior managers
Communications senior managers
MANAGEMENT
Learning Objectives
To develop and strengthen the management of protocol
and event functions
To learn the tips and avoid the traps of organising efficient
events
To extend and apply skills of communication to promote
successful events
To identify risk and understand how to minimise its impact
To analyse and apply the factors which ensure that events
come in on time and to budget
To apply the principles of project management to planning
and organising and holding successful events
To develop and apply the core skills of PR and marketing
for event promotion
To understand the key factors in building and maintaining
strong relationships
strategic objectives
24 www.lct.co.uk
Communication Appropriate Budgeting and Cost Control
for Guests, Audiences and Monitoring authorisation,
Stakeholders approvals, expenditure,
Course Content Written communication to allowances, expenses and
prevent misunderstandings receipts
Oral communication including Monitoring expenditure against
talking, listening and budget
understanding Cancellations, claims,
Organisational communication: reimbursements, hospitality
Risk and Crisis Management for media, photography, seating, Insurance which is robust,
different Events timing, speeches appropriate and up-to-date
Identifying all the possible risks Cultural: demonstrating respect
for an event for national and international Project Management in Protocol
Evaluation of likelihood and protocol and Events
impact Measuring and monitoring the
Seven ways to deal with risk Managing the Protocol and effectiveness of the planning
Creating and rehearsing Events Function and the resulting event
contingency plans Creating streamlined plans, Managing and maintaining the
PR and Marketing for Successful policies, systems, structures quality of the range of external
Events and procedures suppliers
Identifying target markets and Record-keeping, monitoring, Resources required to manage
objectives updating and maintaining events efficiently
Clarifying messages for each Appropriate policies, processes Role and responsibilities before,
market and procedures according to during and after the event
Appropriate channels to protocol
Building and Maintaining
reach guests, audiences and Exhibitions, Conferences, Visits Strong Relationships
stakeholders and Events National and Principles of durable
Promoting organisations brand International relationships
and enhancing its reputation Planning and organising events, Building strong relations with
Meetings at Home and Abroad conferences and visits your internal clients, suppliers,
Pre-meeting preparation Trade visits and the protocol for agents and contacts
including seating, translator, them Building diplomatic relationships
interpreters, and timings Greeting foreign dignitaries, with Embassies and Missions
Chairing, participating, agenda, flying flags correctly and Cultural etiquette in business,
minutes, follow-up and action meeting expectations social, entertaining, dress,
plans Order of precedence for official giving and receiving presents
Order of dignitaries for entering ceremonies Promoting cross-cultural
a room, introductions, talking understanding of history and
and making presentations traditions

Course fee: 3,950 31st October - 10th November
www.lct.co.uk 25
Who should attend?
Executives involved in strategic and
operational functions, including finance,
CORPORATE
corporate strategy, human resources,
supplier or community relations, and
government affairs
Senior managers involved in setting up
SOCIAL
corporate governance or CSR initiatives
Corporate lawyers who wish to improve
their understanding of new company
law developments concerning corporate
responsibility
RESPONSIBILITY Stakeholder managers responsible
for their organisations dealings with
LEVEL 1 the community, their employees and
elsewhere
Managers involved in developing,
implementing and monitoring change
programmes to improve standards
of corporate behaviour and business
conduct
Learning Objectives
To understand why Corporate Social Responsibility is
important in the public and private sectors
To examine how organisational behaviour is impacted by
CSR
To develop skills to initiate or improve CSR programmes
in their organisations
To discover the legal duties company directors must
observe concerning CSR
To examine examples of good and bad business behaviour
across different industrial sectors
To explore how business ethics, Corporate Social
Responsibility and Corporate Governance are converging
To develop the components of a CSR action plan for their
own organisations
26 www.lct.co.uk
Best Practice in CSR Corporate Changing the Organisation
Approaches on the Key Topics to Include CSR
Codes of Practice Developing the CSR corporate
Dealing with communities
Course Content CSR and employees
vision
Setting CSR strategic SMART
Managing suppliers responsibly objectives
Responsible client relations Identifying and managing
Corporate Responsibility and affected stakeholders
the environment How leaders make CSR happen
The key steps to make the CSR
change effective
The Business Case for
Corporate Social Responsibility What is Corporate Social Developing and Implementing
The strategic imperatives Responsibility and Why Does it the CSR plan
involved Matter? What should be in the CSR
What is a business case? The pressure for change plan?
Using tools to build the Legal background of CSR Communicating the plan
business case Company directors obligations Piloting the plan
Identifying and managing CSR and CSR Overcoming objections
risks Voluntary measures Measuring impact and results
Public procurement challenges Is CSR Just Public Relations? Auditing and reviewing CSR
Getting and maintaining CSR and corporate governance performance
corporate support and approval links Reporting on CSR
Course code: PR.6A 6th - 10th March

5th - 9th June
Duration: 1 week 4th - 15th September
Course fee: 2,550 4th - 8th December
www.lct.co.uk 27
Who should attend?
Corporate Affairs managers and officers
CSR managers and officers
CORPORATE
Corporate strategists
Community Relations managers and
officers
HR, Administration and Environmental
SOCIAL
managers concerned with CSR planning
and implementation
Project managers responsible for
developing and implementing CSR
projects
RESPONSIBILITY Communications managers and officers
responsible for internal and external
LEVEL 2 reporting on sustainability
Learning Objectives
To describe how Corporate Social Responsibility is
To develop and improve community relations activities
To interpret the impact of CSR on the reputation of the
organisation
To plan, initiate or improve CSR programmes
To report on sustainability programmes
28 www.lct.co.uk
CSR Perspectives CSR Standards and Reporting
The politics of CSR Sustainability Reporting
Creating shared value frameworks

Course Content
Ethical consumerism
Greenwashing
The Global Reporting Initiative
UN Global Compact
CSR and tax avoidance International Labour
Applying CSR in non-corporate Organisation instruments
organisations ISO 26000
Future requirements for CSR Model examples and
class exercise using GRI
Sustainability Reporting
The Significance and Relevance Community Relations and Sustainability in Purchasing
of Corporate Social Responsibility Environmental Sustainability Managing a responsible supply
What is the scope of CSR? Working effectively with host chain
Who is involved? CSR communities The Ethical Trading Initiative
stakeholders Managing sensitive issues Base Code
What are the risks of including payments and Combating child labour in
ignoring corporate social relocation manufacturing
responsibilities? Assessing social and Controlling contractor abuses in
Comparing the roles of public environmental risk construction
and private organisations in Managing operations Maintaining ethical standards
CSR sustainably Diversity in the supply chain
Is CSR Just Good Public Case studies on community Conflict minerals policies
Relations? relations
Course code: PR.6B 13th - 17th March

12th - 16th June
Duration: 1 week 11th - 15th September
www.lct.co.uk 29
Who should attend?
Heads of sustainable development
Corporate affairs managers and officers
ADVANCED CSR managers and officers
Corporate strategists
CORPORATE

Community relations managers and
officers
HR, administration and environmental
managers concerned with CSR planning
SOCIAL
and implementation
Procurement managers involved in
responsible sourcing initiatives
Project managers responsible for
RESPONSIBILITY
developing and implementing CSR
projects
Managers and officers involved in non-
financial corporate reporting
Communications managers and officers
responsible for internal and external
reporting on sustainability
Internal auditors concerned with CSR
risks
Learning Objectives
To describe how Corporate Social Responsibility is
To apply CSR best practices to programmes and projects
concerned with HR, procurement, environment
To develop and improve community relations activities
To interpret the impact of CSR on the reputation of the
organisation
To plan, Initiate or improve CSR programmes
To report on sustainability programmes
To identify the links between business ethics, Corporate
Social Responsibility and Corporate Governance
30 www.lct.co.uk
The Business Case for CSR Developing and Implementing
Strategic Imperatives involved the CSR plan
in CSR What should be in the CSR
What is a business case?
Course Content Using tools to build the
plan?
Communicating the plan
business case Piloting the plan
Identifying and Managing CSR Overcoming objections
risks Measuring impact and results
The public procurement CSR Indicators
CSR Perspectives challenges from CSR
The politics of CSR Getting and maintaining
Creating shared value corporate support and approval
Ethical consumerism
Greenwashing What is CSR and Why Does it Organisational Change to Include
CSR and tax avoidance Matter? CSR
Applying CSR in non-corporate The pressure for change Developing the CSR corporate
organisations
The legal background of CSR vision
Future requirements for CSR Company directors obligations Setting CSR strategic SMART
CSR Standards and Reporting & CSR objectives
Sustainability reporting Voluntary measures Identifying and managing
frameworks Is CSR Just Public Relations? affected stakeholders
The Global Reporting Initiative CSR and corporate governance How leaders make CSR happen
UN Global Compact links The key steps to make the CSR
International Labour change effective
Organisation instruments
Sustainability in Purchasing Community Relations and
ISO 26000
Managing a responsible supply Environmental Sustainability
Model examples and
Chain Working effectively with host
class exercise using GRI
The Ethical Trading Initiative communities
Sustainability Reporting Managing sensitive issues
Base Code
Best Practice in CSR Combating child labour in including payments and
Codes of practice manufacturing relocation
Dealing with communities Controlling contractor abuses in Assessing social and
CSR and employees construction environmental risk
Managing suppliers responsibly Maintaining ethical standards Managing operations
Responsible client relations Diversity in the supply chain sustainably
Corporate Responsibility and Conflict minerals policies Case studies on community
the environment relations
Course code: PR.6 6th - 17th March

5th - 16th June
Duration: 2 weeks 4th - 15th September
www.lct.co.uk 31
Who should attend?
STRATEGIC Marketing directors and managers
Brand directors and managers
MARKETING, Public Relations directors and senior
managers
BRAND MANAGEMENT Company directors
Senior managers
Those who would like to strengthen,
& develop and enhance their strategic
marketing skills
P U B L I C
Advisers at ministerial level in
Advisers to directors and top managers
REL ATIONS Owners or account directors in public

Learning Objectives
To plan, implement and obtain the desired results from all
strategic marketing and public relations
To obtain the highest return on investment (ROI) from the
strategic marketing
To create, promote, protect and manage the organisations
brand, products and services
To apply the appropriate approach, structures, methods
and techniques of public relations
To fully utilise the rapidly changing media environment
32 www.lct.co.uk
Benefits of Strategic Marketing Social Media and Multi-media
What is strategic marketing? Understanding the scope,
Objectives and key elements power, complexity and
Importance, benefits and
Course Content challenges
immediacy
Monitoring what is said, where
Market positioning, market and by whom
analysis and competitor Responding to feedback
evaluation Proactively participating in
The marketing mix 4 Ps social and multi-media
evolving into 7 Ps Dos and donts
Consumer and Market Research Issues and Crises: Brand Management
Advantages and disadvantages PR to Manage Impact on the What is a brand, its key
of 15 types of research Brand characteristics and why do
Identify, analyse, segment and Anticipate potential sources of a people buy a brand?
target appropriate markets crisis and mitigate the risks Create, protect, enhance and
according to common factors Appoint crisis leaders, teams maintain long-term brand value
Create powerful, targeted and and allocate resources required Evaluate and choose the most
appropriate messages Create crisis plans for key appropriate media and mix to
Maximise the mix of eventualities promote the brand
communication methods Practise regularly for the crisis Defend your brand when it is
Behavioural economics and to minimise effect if it happens under attack: top tips and traps
consumer behaviour theory in Case studies of impact on to avoid
marketing organisations of good and poor Rebuild your brand after it has
PR crisis management been undermined or discredited
Future requirements for CSR
Course code: PR.7 3rd - 7th April

18th - 22nd December
Course fee: 2,650
www.lct.co.uk 33
Who should attend?
Corporate and government
spokespersons
Public Relations and Media Relations
Managers
Marketing and Communications
Managers
Owners and directors of PR
consultancies
CEOs, Directors and Staff who
M E D I A
undertake media interviews
REL ATIONS
Learning Objectives
To understand how media works and benefit from effective
media relations
To identify story types and how they should be pitched
to editors
To gauge the importance of stories and how media will
assess them
To plan a successful press conference and give winning
interviews
To relate to and understand the importance of new and
social media
34 www.lct.co.uk
Pitching stories successfully Press Conferences and Interviews
Identifying reporters beats and Planning, preparing,
understanding their importance implementing and following up
How to pitch your stories to key
Course Content journalists
a press conference
The difference between a press
Recognising news deadlines briefing and press conference
and observing them Preparing for an interview and
Planning, setting out and writing understanding the reason for it
successful press releases Adopting television skills for
Understanding how and where before, during, and after an
reporters get their news material interview
How to establish successful
Media Relations Identifying the importance of
Pitfalls and how to avoid no
comment and off the record
Understanding the difference stories
between media relations and Deciding whether a story is
public relations for all media or specific news Techniques for New media
Establishing, managing and outlets Media relations and the 24 hour
maintaining relationships with Gauging how important a story news phenomenon
target media might be to media Media relations on line
Appreciating news values and Gaining a reputation as Devising and managing web
analysing reporters stories a dependable source of news conferences
Who is who in the news information for reporters Auditing and monitoring social
structure; reporters, editors, Following up your story with media and utilising citizen
desk journalists and others reporters reporting
Importance of maintaining lists Developing and utilising tip Differences in approach to
and data on target journalists sheets traditional and new media
Course code: PR.8 20th - 24th February

Duration: 1 week 26th - 30th June
Course fee: 2,650 9th - 13th October
www.lct.co.uk 35
2017
January
Course Dates Fee Page
PR.1A Public Relations Management - Level 1 23rd-27th 2,450 2

PR.2A Strategic Public Relations Management 23rd-3rd Feb 3,850 8
PR.2B Strategic Public Relations, Protocol and 23rd-3rd Feb 3,850 10
Travel Management
PR.1B Public Relations Management - Level 2 30th-3rd Feb 2,550 4
PR.4A Protocol and Travel Management - Level 1 30th-3rd Feb 2,550 14
PR.5A Protocol and Events Management - Level 1 30th-3rd Feb 2,550 20
PR.3 Advanced Strategic Public Relations Management 30th-10th Feb 3,950 12
PR.4 Advanced Protocol and Travel Management 30th-10th Feb 3,950 18
PR.5 Advanced Protocol and Events Management 30th-10th Feb 3,950 24
February
PR.1C Public Relations Management - Level 3 6th-10th 2,650 6

PR.4B Protocol and Travel Management - Level 2 6th-10th 2,650 16
PR.5B Protocol and Events Management - Level 2 6th-10th 2,650 22
PR.8 Media Relations 20th-24th 2,650 34
March
PR.6A Corporate Social Responsibility - Level 1 6th-10th 2,550 26

PR.6 Advanced Corporate Social Responsibility 6th-17th 3,950 30
PR.6B Corporate Social Responsibility - Level 2 13th-17th 2,650 28
36 www.lct.co.uk
2017
April
PR.7 Strategic Marketing, Brand Management and 3rd-7th 2,650 32

Public Relations
PR.1A Public Relations Management - Level 1 18th-21st 2,450 2
PR.2A Strategic Public Relations Management 18th-28th 3,850 8
PR.2B Strategic Public Relations, Protocol and Travel 18th-28th 3,850 10
Management
PR.1B Public Relations Management - Level 2 24th-28th 2,550 4
PR.4A Protocol and Travel Management - Level 1 24th-28th 2,550 14
PR.5A Protocol and Events Management - Level 1 24th-28th 2,550 20
PR.3 Advanced Strategic Public Relations Management 24th-5th May 3,950 12
PR.4 Advanced Protocol and Travel Management 24th-5th May 3,950 18
PR.5 Advanced Protocol and Events Management 24th-5th May 3,950 24
May
PR.1C Public Relations Management - Level 3 2nd-5th 2,650 6

PR.4B Protocol and Travel Management - Level 2 2nd-5th 2,650 16
PR.5B Protocol and Events Management - Level 2 2nd-5th 2,650 22
June

www.lct.co.uk 37
2017
July
PR.1A Public Relations Management - Level 1 24th-28th 2,450 2

PR.2A Strategic Public Relations Management 24th-4th Aug 3,850 8
PR.2B Strategic Public Relations, Protocol and 24th-4th Aug 3,850 10
Travel Management
PR.1B Public Relations Management - Level 2 31st-4th Aug 2,550 4
PR.4A Protocol and Travel Management - Level 1 31st-4th Aug 2,550 14
PR.5A Protocol and Events Management - Level 1 31st-4th Aug 2,550 20
PR.3 Advanced Strategic Public Relations Management 31st-11th Aug 3,950 12
PR.4 Advanced Protocol and Travel Management 31st-11th Aug 3,950 18
PR.5 Advanced Protocol and Events Management 31st-11th Aug 3,950 24
August

PR.7 Strategic Marketing, Brand Management and 14th-18th 2,650 32
Public Relations
September

38 www.lct.co.uk
2017
October

PR.1A Public Relations Management - Level 1 23rd-27th 2,450 2
PR.2A Strategic Public Relations Management 23rd-3rd Nov 3,850 8
PR.2B Strategic Public Relations, Protocol and 23rd-3rd Nov 3,850 10
Travel Management
PR.1B Public Relations Management - Level 2 30th-3rd Nov 2,550 4
PR.4A Protocol and Travel Management - Level 1 30th-3rd Nov 2,550 14
PR.5A Protocol and Events Management - Level 1 30th-3rd Nov 2,550 20
PR.3 Advanced Strategic Public Relations Management 30th-10th Nov 3,950 12
PR.4 Advanced Protocol and Travel Management 30th-10th Nov 3,950 18
PR.5 Advanced Protocol and Events Management 30th-10th Nov 3,950 24
November

December

PR.7 Strategic Marketing, Brand Management and 18th-22nd 2,650 32
Public Relations
www.lct.co.uk 39

2017 Public Relations

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8

PR.1A Public Relations Management - Level 1 2

RELATIONS sector and not-for-profit organisations

Course code: PR.1A 23rd - 27th January

RELATIONS community level

Course code: PR.1B 30th January - 3rd February

Course code: PR.1C 6th - 10th February

P U B L I C sector and not-for-profit organisations

RELATIONS or supranational organisations

PR Channels Target Markets

Course code: PR.2A 23rd January - 3rd February

R E L AT I O N S , sector and not-for-profit organisations

& TRAVEL MANAGEMENT

Course code: PR.2B 23rd January - 3rd February

Course code: PR.3 30th January - 10th February

Course code: PR.4A 30th January - 3rd February

Course code: PR.4B 6th - 10th February

MANAGEMENT International relations managers and

Course code: PR.4 30th January - 10th February

Course code: PR.5A 30th January - 3rd February

Course Content objectives

Course code: PR.5B 6th - 10th February

Course code: PR.5 30th January - 10th February

Course code: PR.6A 6th - 10th March

Course code: PR.6B 13th - 17th March

Course code: PR.6 6th - 17th March

REL ATIONS Owners or account directors in public

Course code: PR.7 3rd - 7th April

Course code: PR.8 20th - 24th February

PR.1A Public Relations Management - Level 1 23rd-27th 2,450 2

PR.1C Public Relations Management - Level 3 6th-10th 2,650 6

PR.6A Corporate Social Responsibility - Level 1 6th-10th 2,550 26

PR.7 Strategic Marketing, Brand Management and 3rd-7th 2,650 32

PR.1C Public Relations Management - Level 3 2nd-5th 2,650 6

PR.6A Corporate Social Responsibility - Level 1 5th-9th 2,550 26

PR.1A Public Relations Management - Level 1 24th-28th 2,450 2

PR.1C Public Relations Management - Level 3 7th-11th 2,650 6

PR.6A Corporate Social Responsibility - Level 1 4th-15th 2,550 26

PR.8 Media Relations 9th-13th 2,650 34

PR.1C Public Relations Management - Level 3 6th-10th 2,650 6

PR.6A Corporate Social Responsibility - Level 1 4th-8th 2,550 26

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