PR Masterclass with Liz Mckenzie, Head of PR Canva

Course Overview:

This intense one-day public relations masterclass is designed to support PR and communications professionals, founders and business owners to develop a world-class media strategy. You’ll learn new tactics to craft your message, reach target audiences and create content to drive customers to your products. In today’s time and age, news - both fake and real - travel fast and it’s now more important than ever to make sure the story you tell is not only accurate, but also designed to drive positive outcomes and strengthen relationships. Working in a small group with the Head of PR and Communications at Canva, you’ll learn how to generate global media coverage, train your team to become powerful spokespeople and, importantly, how to manage negative news and protect your company’s reputation.

You will develop:

A framework to build an advanced media strategy, how to identify and reach target audiences, craft key-messages so they will resonate and turn inbound enquiries into opportunities to achieve your media objectives.
The ability to train your team to present to the mediaand manage different interview opportunities including print,live television, appearing on panels etc. Train team membershow to handle difficult questions and drive the conversation toachieve your objectives.
Learn how to handle negative news and manage your company’s reputation when things don’t go to plan.
Learn how to get global PR for an Australian based company. Get tactics to peak the interest of journalists overseas, develop relationships and execute on a global scale.
An advanced strategic content strategy. Understand how to create visual and written content to promote your key messages and drive customers to your site.

This workshop is suitable for:

PR and communications professionals who want new tactics to take their media strategy and career to the next level.
Founders, business owners and entrepreneurs who want to develop an advanced media strategy.

Mentorship curriculum

Module 1: External trends

What you need to consider before embarking on a PR campaign
What makes news - and what makes TOP news
Preparing for your outreach: what you need before you start

Module 2: Identifying your target audience

Who are they, and how to reach them
Identifying your call to action

Module 3: Key messaging framework

The importance of your key messages
Key message framework and development

Module 4: Media relations

Developing your media list
How to pitch
Working with international media
Managing embargoes, fake news and potential issues

Module 5: Key messaging framework

The importance of your key messages
Key message framework and development

Mentorship logistics

This workshop is one day and is limited to twelve participants, enabling Liz to focus on your objectives, answer questions and givepersonal feedback. Liz delivers the course in person, weaving in real-life examples from her experience working at Google and a range of other companies. Participants will have the opportunity to ask questions particular to their business objective by email in the week leading up to the workshop and Liz will personalize the content and exercises to address everyone’s goals. At the end of the course you will walk away with tangible skills that you will be able to implement immediately. This workshop is held in an awesome boardroom, in the Sydney CBD and runs from 9am– 5pm with short breaks. Lunch, morning and afternoon tea is provided.