Strategic Communications


Angelka Peeva Laurencic, 29-31.10.2014, M6 Educational Centre

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Workshop overview

The Strategic Communications workshop will allow participants to better understand the modern concept of Public Relations and its link to the management of organizations and companies of different profiles. This workshop aims to build on the key principles of Public Relations and the way its effectiveness is interlinked to company success. Practical examples will be used to cover the Strategic Communications process all the way from the research phase, through the planning and communications phases, to the measurement and evaluation phase. Participants will be taught how to utilize the entire communications arsenal ranging from traditional methods to social media.

Who Should Attend

This workshop is intended for managers who would like to learn more about the modern Corporate Communications process and the way it directly impacts company success.

How will you benefit?

At the end of workshop each participant will be able to create an effective PR strategy and develop a PR program utilizing all available PR management process tools.

Day 1 (29.10.2014)

11:00 – 11:30 Registration and Coffee

11:30 – 13:00 Module 1: Introduction to contemporary PR
· Development and the future of PR
· Different PR definitions and the main misconception
· PR vs Adv
· PR vs Propaganda
· PR vs Marketing
· PR vs Human Recourses
· Spin vs PR
· PR vs Promotion
· Publicity vs PR…
· Defining the need for excellence in PR in organizations

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2: Reputation management
· Corporate reputation the biggest asset of today
· Ethics and Professionalism
· Companies in Macedonia - research results

14:45 – 15:30 Snack break

15:30 – 17:00 Module 3: Relations Planning Process (Step 1 and 2)
· Step 1 - Defining PR problems (Research)
· Media content analyses in the context of research
· Step 2 - Planning and programming (Goals, Strategy, Target groups and messages)

Day 2 (31.10.2014)

11:00 – 11:30 Registration and Coffee

11:30 – 13:00 Module 4: Public Relations Planning Process (Step 3 and 4)
· Step 3 - Taking action and communication
· The most frequent PR tools to different target audiences (Event Management as a PR tool)
· Step 4 - Evaluating the program

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 5: Specialized Communications
· Internal communication – strategies, tactics, implementation
· Crises communication
· (Issue management, B2B, Investor relations…)
· (Case Study/Interactive Exercise )

14:45 – 15:30 Snack Break

15:30 – 17:00 Module 6: Media as a channel, Media as an audience Off-line / On-line
· Media relations
· Tactics (press release, press conference, briefings, statement, interview…)
· Online communication Opportunities and Risks in social media

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Angelka Peeva Laurencic
The professional background of Angelka Peeva Laurencic is centered around corporate and political communications, related to designing and implementing marketing and communications projects for some of the largest companies and political subjects in the country and the region.
Angelka draws on her experience in corporate and political communications from her past professions as a professional politician and later as an entrepreneur, founder, and manager of one of the leading communications management and public relations agencies in Macedonia – Image PR. In both capacities, Angelka established herself as a frontrunner of public relations and communications management in Macedonia, and was able to achieve significant professional success due to her work ethic, professionalism and commitment.
Angelka is also a graduate and post-graduate lecturer in the field of Public Relations at different educational institutions, and has delivered numerous trainings, seminars, and courses for different foreign and domestic organizations and institutions such as NDI, IRI, USAID, various governmental institutions and ministries, and some of the largest domestic and international companies.
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