里加公关活动策划与管理研讨会

培训项目概述

Well Planned PR campaign is the powerful tool that significantly impacts brand reputation. It can transform the future of the business and have a tremendous effect on its profitability. Sustainable PR campaigns are cost-effective means of changing perceptions and increasing stakeholder value for any given organization. Planning & Managing PR Campaigns Workshop in Riga, Latvia is a must for any organization that aims to employ PR as a core part of its business processes. The course takes problem-solving approach towards the designing of suitable PR campaigns, while fitting them to organizational priorities along with the overall strategic objectives. Participants will develop the skills essential for designing, planning and delivering the successful PR campaigns using the full range of media channels reinforcing entity’s key messages and strategy.

Delivered by Risalat Consultants International in Riga, Latvia, it combines expert-led sessions, real cases and group work, so that participants can apply what they learn in their own institution.

本培训项目可在以下方面加强机构能力

• An overview of the Scope and the Role of PR in the Organization
• The Importance of Reputation Management
• The role of the Brand
• The PR Transfer Process and the Communications Theory
• The Definition of PR Campaigns
• The Six Point PR Plan Framework for Campaigns
• Assessing your PR Situation
• Setting Objectives to meet your business needs
• 了解政策和制度背景
• 运用当前良好做法
• 规划工作并确定优先次序
• 管理风险与资源

It is designed for middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors, senior operational managers with responsibility for managing teams whose role includes PR Campaigns, senior managers up to Board level with responsibility for the strategic use of Public Relations and others who want practical, current skills in professional and institutional capability.

The Growing Importance of Planning & Managing PR Campaigns

各机构需要以有限资源实现更多目标，适应新的规则和技术，并向公民和合作伙伴展示成果。实用技能和共同方法有助于团队满足这些期望。

本培训项目将当前良好做法与基于真实情境的练习相结合，让学员带着可立即在本单位应用的工具离开。

各机构日益需要具备以下能力的专业人员：

• 在本领域运用当前良好做法
• 有效规划工作并确定优先次序
• 管理风险与资源
• 在决策中运用证据
• 在团队中引领改进

健全的专业与机构能力体系可帮助组织：

• 提高服务和决策质量
• 高效利用资源
• 满足合作伙伴和公民的期望
• 长期保持改进成效

This Planning & Managing PR Campaigns programme brings these elements together in a practical format, so that participants understand not only what good practice looks like but also how to introduce it in their own setting, with the people and resources they have.

Who Should Attend This Planning & Managing PR Campaigns Training?

本培训项目适合：

• Middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors
• Senior operational managers with responsibility for managing teams whose role includes PR Campaigns
• Senior managers up to Board level with responsibility for the strategic use of Public Relations
• 总监及高级管理人员
• 部门及单位负责人
• 技术和专业人员
• 项目与规划管理人员
• 规划与政策官员
• Staff of ministries and public agencies
• Staff of donor-funded projects
• NGO and civil society staff
• Private sector professionals working with government

本培训项目既适合经验丰富的专业人员，也适合刚承担新职责的人员。我们鼓励来自不同机构和国家的学员组成混合小组，因为学员能从彼此的经验中获益良多。

Planning & Managing PR Campaigns Training Objectives

Upon successful completion of this Planning & Managing PR Campaigns Training, participants will be able to:

• List and define PR concepts and differentiate between PR and advertising
• Employ the problem-solving approach to match PR campaign strategy to business objectives
• Plan PR campaigns strategically and set clear objectives with behavioral outcomes and measurable results
• Measure and Mitigate PR Campaign risks and Overall Campaign Effectiveness
• Explain the importance of organizational and corporate image
• 阐述本领域的当前背景与挑战
• 运用良好做法中的方法和工具
• 规划工作并确定优先次序，取得更好成果
• 识别和管理风险
• 与利益相关方有效合作

每项目标都会在培训期间通过练习、案例或小组作业加以实践，使学员结业时不仅能够描述，更能够实际运用。

培训项目内容与结构

Planning & Managing PR Campaigns Training Methodology

Planning & Managing PR Campaigns Workshop in Riga, Latvia is activity and discussion based. Formal Presentations will be supported by a range of case studies, practice problems and group discussions. Sharing the experience of the participants is an important feature of the programme and the delegates will have the opportunity to discuss their own projects or challenges in an environment that will be focusing on solving them.

本培训项目融合了：

• 专家主讲当前实践
• 区域及国际案例研究
• 小组作业与实践练习
• 视情况安排模拟演练与角色扮演
• 探讨学员自身面临的挑战
• 跨机构、跨国家的同伴学习
• 可带回工作岗位的实用工具与模板
• 每日反思与行动规划

培训开始前，简短的课前评估可帮助讲师了解每位学员的岗位职责和重点关注事项，以便根据学员群体调整案例和练习。每天结束时安排简短的反思环节，学员记录下将在工作中应用的内容。

预期成果

Upon completion of this Planning & Managing PR Campaigns Training, participants will be able to:

• 在本领域运用良好做法
• 规划工作并确定优先次序
• 管理风险与资源
• 与利益相关方有效合作
• 在决策中运用证据
• 在本机构引领改进

学员结业时将获得个人行动计划和实用工具，回到工作岗位的第一周即可在机构中应用。派出多名学员的机构可借助本培训项目，在各团队之间统一方法和模板，使改进成果更易持续。

Institutional Application of Planning & Managing PR Campaigns Training

本培训项目帮助机构加强：

• 规划与优先排序
• 风险管理
• 利益相关方参与
• 证据的运用
• 成果报告

学员将带着实用工具回到工作岗位，以提升：

• 工作规划
• 风险登记册
• 利益相关方沟通
• 监测
• 报告

本培训项目的设计旨在让学习成果从课堂延伸至机构。学员尽可能围绕自身的流程和文件开展练习，并在结业时带走一份可供其主管审阅和支持的行动计划。

区域相关性与应用

欧洲

欧洲机构在详尽的监管框架和改革议程下开展专业与机构能力工作。来自欧洲的学员可以与其他地区的同行比较实践，并检验成熟方法在不同条件下的效果。

非洲

在非洲各地，专业与机构能力领域的部委、机构和项目团队日益与捐助方资助的项目并行运作，而这些项目要求有清晰的体系和证据。本培训项目帮助学员根据所在机构及其资源条件，灵活运用良好做法。

中东

在中东地区，国家发展战略和经济多元化计划对专业与机构能力提出了日益增长的要求。学员将探讨如何在公共机构和企业内部培养这些计划所需的能力。

亚洲

亚洲各国的机构在快速发展的同时，推进着雄心勃勃的现代化计划。来自亚洲的学员可以分享快速扩展系统的经验，并借鉴其他地区的做法。

太平洋地区

小岛屿国家和太平洋国家在规模、距离和能力方面面临特殊制约。本培训项目重点介绍适合小型机构、务实且相称的专业与机构能力方法。

Holding the programme in Riga, Latvia brings participants together away from their daily pressures, so they can compare how professional and institutional capability is handled in different settings. The same programme can also be delivered in-house for one institution, in its own country or online, with cases taken from its current work.

东道国概况：拉脱维亚

Risalat Consultants International在拉脱维亚里加举办的培训项目、研讨会、实地见习与培训课程

在本国以外学习，可让学员专心投入，以全新视角审视本机构，并有机会与其他国家的同行建立人脉网络。

The programme takes place at Bellevue Park Hotel.

Planning & Managing PR Campaigns Training Deliverables

学员在培训前、培训中及培训后均可获得支持，使准备、学习与跟进形成连贯完整的体验。

培训开始前

• 学员课前评估
• Planning & Managing PR Campaigns Readiness Assessment
• Planning & Managing PR Campaigns Resource Pack
• 课前阅读资料
• 免费签证支持与咨询
• 机场接机与欢迎协助
• 住宿（含早餐）
• 欢迎交流晚宴

培训期间

• Risalat培训礼包（背包、水瓶、马克杯、T恤、帽子、护照套、笔、笔记本、冰箱贴及钥匙扣）
• Comprehensive Planning & Managing PR Campaigns Training Manual
• 行动计划模板
• 风险登记册模板
• 利益相关方地图模板
• 进展监测模板
• 实践研讨与模拟演练
• 小组讨论与同伴学习
• 每日午餐与茶歇
• 全面使用培训场地设施
• 装有数字学习资料的迷你平板电脑
• 实地考察（如适用）
• 城市休闲观光

培训结束后

• 结业证书
• Risalat培训项目参与表彰奖
• 培训后参考资料
• 自我评估检查清单
• 实施跟踪表
• 培训后支持与跟进指导
• 培训项目报告

Institutions can also request a tailored in-house version of this programme, delivered at their premises or online. Request a proposal.

Common Challenges in Planning & Managing PR Campaigns, And How This Training Helps

机构如何在本领域运用当前良好做法？

本培训项目在第一天（背景与基础）专门探讨这一问题，学员将练习相关方法，结合本单位实际加以调整，并将其纳入行动计划。

机构如何有效规划工作并确定优先次序？

本培训项目在第二天（方法与工具）专门探讨这一问题，学员将练习相关方法，结合本单位实际加以调整，并将其纳入行动计划。

机构如何管理风险与资源？

本培训项目在第三天（风险、资源与利益相关方）专门探讨这一问题，学员将练习相关方法，结合本单位实际加以调整，并将其纳入行动计划。

机构如何在决策中运用证据？

本培训项目在第四天（证据与成果）专门探讨这一问题，学员将练习相关方法，结合本单位实际加以调整，并将其纳入行动计划。

机构如何在团队中引领改进？

The programme addresses this directly on the fifth day (Implementation and action planning), where participants practise the methods involved and adapt them to their own institution, then build it into their action plan.

常见问题

When and where does the Planning & Managing PR Campaigns programme take place?

It runs from 15 Mar 2027 to 19 Mar 2027, in Riga, Latvia (Bellevue Park Hotel). The registration deadline is shown at the top of this page.

谁应参加？

The programme is designed for middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors, senior operational managers with responsibility for managing teams whose role includes PR Campaigns, senior managers up to Board level with responsibility for the strategic use of Public Relations, directors and senior managers, and others who want practical skills in professional and institutional capability.

我能获得证书吗？

能。完成本培训项目的学员将获得Risalat Consultants International颁发的结业证书。

本培训项目能否仅为我们机构单独举办？

可以。我们可以在贵机构所在地、其他城市或在线提供量身定制的内训版本，并围绕贵机构自身的案例设计内容。请使用本页面的方案建议书申请表。

是否需要具备专业与机构能力方面的经验？

除具备相关岗位经验外，无需其他专业背景。简短的课前评估可帮助讲师根据学员群体调整课程。

里加所有培训项目更多公共关系与媒体培训项目

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