London, 2019-02-22

Professional Diploma in Modern Means of Communication in Marketing and Public Relations


This programme presents principles and practices for individuals who plan and organize events, meetings, conferences, or conventions and doing marketing and media tasks. By gaining a clear understanding of the event planning process, developing management skills and getting familiar with the best practices in the event industry, participants will be better prepared to run their own event or conference. This programme will also cover event planning tools to manage time, space, money, human resources, information, materials and problems that may arise through the event planning process.

Objectives and target group

Who should attend?  

Managers, supervisors and officers involved in the planning or management of events, exhibitions and conferences as well as managers and officers of public relations.

How attendees will benefit?

By the end of the programme, participants will be able to:

  • Identify the types of events and conferences in order to execute a more effective plan
  • Organize, assess and motivate various committees involved in managing events and conferences
  • Promote their events and conferences by planning and setting a step by step promotional plan
  • Explain the various functions for managing events and conferences
  • Describe the field of marketing communication and explain the characteristics of successful campaigns (offline and online)
  • Optimize visibility of brand or company image by exercising well rounded knowledge of event concepts and strategies
  • Define the principles of Integrated Marketing Communication (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses
  • Apply insights and skills needed to manage special marketing communications issues and create successful solutions
  • Recognize and implement social media vehicles and tactics to maximize the marketing campaign return on investment
  • Prepare and control the financial aspects of a conference
  • Plan and organize different kinds of exhibitions
  • Examine all activities in order to evaluate them and to follow up on the events
Course Content

Media interview training

  • Effective preparation for interviews
  • Key message delivery
  • Ability to take control of the interview agenda
  • Body language, such as appearing engaged
  • Voice – including tone, projection, variation and emphasis of key points
  • Confidence and clarity (ability to be understood and avoidance of jargon)
  • Ability to give strong quotes and sound-bites
  • Avoiding traps and pitfalls
  • Feeling confident and comfortable in a variety of media encounters and formats

Protocol, etiquette and hosting

  • Understanding protocol: conventions of official interaction, collective, personal and written
  • Understanding etiquette: conventions in social behaviour and expected behaviour patterns
  • Flawless professional and personal conduct
  • Universal expectations for personal behaviour
  • Personal etiquette for formal occasions and encounters
  • Preparing and hosting VIP visits and occasions
  • Protocol planning, liaison and logistics
  • Practical hosting skills
  • Risk assessment and contingency planning

Practical event management

  • Creating a strategic event concept
  • The PR events toolbox: 25 types of PR event
  • Media and non-media events
  • Key components of event design
  • Building a programme of content
  • Event planning and preparation
  • Mapping out a timeline and critical path
  • Organising back-office systems
  • Making it shine on the day: practical event execution
  • Managing the online space

Press conference management

  • Press conference planning and strategic preparation
  • Understanding the role and purpose of press conferences
  • Briefing and preparing spokespeople
  • Press conference execution
  • Advance media relations and securing attendance
  • Preparing media resources: press kits
  • Hosting a press conference: introductions, transitions, closing etc.
  • Fielding questions
  • Troubleshooting and handling difficult situations
  • Debriefing and evaluation

 Advanced Event Management

  • Event strategy: role in business strategy and communication strategy
  • Ensuring events add value and deliver return on investment (ROI)
  • Drafting an event strategy: a 10-pillar framework
  • Planning and risk assessment
  • Defining an event’s brand identity
  • Securing VIP speakers and attendees
  • Project management for strategic events
  • On the day: directing high profile events
  • Managing event teams
  • Event troubleshooting and crisis management

The role of promotion and the marketing mix

  • An overview of the marketing mix
  • The role of promotion in marketing
  • The elements of the promotion mix
  • Promotion mix strategies across the Product Life Cycle (PLC)

Event management: creating company or brand exposure

  • Creating an event concept
  • Key elements of event design
  • Event planning and execution
  • Aligning event elements with company or brand identity
  • Creating an event check-list

Launching an advertising campaign

  • Marketing communications objectives
  • Characteristics of a successful campaign
  • Steps in creating an advertising campaign
  • A typical IMC plan template:
  • The role of the advertising agency
  • Typical full-service agency organization
  • What to ask from the advertising agency
  • Team workshop: launching a full MARCOM campaign

The framework of promotional campaigns

  • Assessing the brand’s strengths and weaknesses
  • Identifying a clear positioning
  • Identifying the target market
  • Selecting a consistent message
  • Evaluating different creative briefs
  • Agreeing on the final strategic copy

Digital marketing campaign strategies

  • Traditional versus digital marketing
  • Some digital marketing tools
  • Email marketing
  • Mobile marketing
  • Pay per click marketing
  • Preparing and managing a digital marketing campaign
  • Website analytics: measuring the effectiveness of digital marketing
  • Training Categories

Public Relations Skills

  • Media interview
  • Essential media relations
  • Practical event management
  • Press conference management
  • Advanced event management
  • Advanced communication strategy
  • Writing for social media and the Web
  • Internal communication
  • Advanced communications and PR management