A communication strategy is only as good as the campaign that executes it. This two-day course covers the operational craft of PR campaign management: designing campaigns with clear objectives and practical plans, choosing and deploying creative platforms, managing timelines and suppliers, and evaluating results. The focus is on what happens between the strategy deck and the coverage report.
Campaign planning and design, universal creative PR platforms, project management and execution, managing suppliers and agencies, evaluation and reporting.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Create a rigorous plan for a communication campaign from objectives to execution
- Apply and adapt universal creative PR platforms to different campaign contexts
- Project-manage campaigns with clear timelines, milestones and contingencies
- Select, brief and manage suppliers and agencies efficiently
- Deploy the right PR tools and tactics for each campaign objective
- Troubleshoot campaigns that encounter obstacles or changing circumstances
- Evaluate campaign effectiveness against objectives and report results
- Build repeatable campaign management processes for your team
- Planning toolbox: practical techniques for campaign design
- Tactic selection: choosing the right mix of PR tools
- Time planning: traditional (GANTT) and online (integrated digital) tools
- Resource planning: predicting what you will need to make it happen
- People, skills, management capacity, budget, outsource, contingency
- Briefing on the 10 universal campaign platforms
- Case study showcase of the universal platforms in action
- Workshops and structured discussion on how you can apply the platforms in your organisation
- Key ingredients and success factors in campaign project management
- Managing budgets, resources and project-critical relationships
- Managing external engagement (stakeholders, media, messages, channels)
- Monitoring and feedback: milestones and key performance indicators
- People management and team leadership
- Appointing the right agencies and partners: best practice approaches
- Hiring and appointing: get the contract and the relationship right
- Briefing and collaborating effectively
- Managing and troubleshooting agency issues
Communications professionals who manage campaign delivery and want practical tools for planning, executing and evaluating PR campaigns. Also valuable for those moving from strategy or content roles into campaign management.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
The two days build progressively, with each module combining briefing, discussion and practical exercises. The small-group format ensures every participant gets individual attention.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
Execution. The course assumes you have a strategy or brief and focuses on turning it into a well-managed campaign that delivers results. ISOC’s strategy courses cover the upstream work.
Yes. The campaign planning frameworks and creative platforms apply across all channels. The course covers integrated campaigns that combine traditional and digital approaches.