Public Relations Training & Certification Courses

The Art of Event & PR Management in the Next 10 Years


This course aims to help those people who are organizing and planning an event. The impact of a successful event on a company can be profound. The impact of a poorly organized event is so negative that it pulls resources away from real work to deal with the aftermath. This course provides a synthesis of all planning, execution, and post-event analysis. Such an event may be a benefit, arts, and design industry event, entertainment event, trade show, or an event in the fields of hospitality, marketing, and advertising, or sports.

Targeted Groups:

  • Middle and Senior Managers tasked with the direct delivery of events or oversight of specialist sub-contractors
  • Senior Operational Managers with responsibility for managing teams whose role includes event management
  • Senior Managers up to Board Level with responsibility for the strategic use of events as part of the organization’s PR and marketing strategy and their effective deployment
  • PR Professionals
  • Marketing Professionals
  • Individuals who want to get a new experience to improve their profile

Course Objectives:

At the end of this conference the participants will be able to:

  • Schedule and plan an event
  • Be familiar with a range of events they are likely to engage in and the requirements for their successful delivery
  • Identify the most appropriate venues and activities for their events
  • Manage the media at their events with confidence.

Course Content:

Unit 1: The Role of Events in a Public Relations or Marketing Strategy:

  • An overview of Public Relations and how events fit in
  • Events and the PR Transfer Process
  • Strengths and weaknesses of events as a form of communication
  • The Six Point PR Plan and its application to event management
  • Assessing your needs
  • The importance of clarity of purpose
  • The importance of the audience
  • Choosing the event to fit the objective
  • Budget - staff, time, materials money
  • Evaluating the event success

Unit 2: Event Planning, the Theory, and Practice:

  • Scheduling - the long-term plan
  • Event running order - timing of an event
  • Budget control
  • Managing suppliers
  • Venue considerations
  • Suitability for event - support for the message
  • Size - capacity
  • Type
  • Access
  • Accommodation
  • Layout for different events - Seating etc

Unit 3: Stage Management, Dining, and Entertainment. Health and Safety:

  • “Stage management” of the event
  • Ensuring the event is on message and on-brand
  • Welcome desk - set up and management
  • Sets and staging
  • Corporate identity on display
  • Food can be part of the message
  • Different types of dining for different events and practical implications
  • Dining protocol - formal dinner, informal eating
  • Choosing catering suppliers - in-house with venue or external
  • Entertainment and music at your event
  • Staying safe - Risk assessment and events
  • Addressing risk areas at events

Unit 4: Managing the Media at your Events:

  • Keeping your objectives in mind
  • Is it a media event - what’s in it for them?
  • Generating news through an event
  • Inviting the media - invitations and press releases
  • The press office - Staffing, setting up and running it
  • The press pack and gifts
  • Conducting interviews and briefing interviewees
  • Photography at your event
  • Involving your in-house media

Unit 5: Invitations, VIPs & bringing it All Together:

  • Getting your audience there
  • Invitation process for different types of events
  • Invitation protocols
  • Working with VIPs
  • Invitations
  • Meet and greet
  • Follow up
  • Building an event management team
  • Event planning exercise involving all elements discussed through the week

Public Relations Training & Certification Courses
The Art of Event & PR Management in the Next 10 Years (PR)


Mercury dynamic schedule is constantly reviewed and updated to ensure that every category is being addressed at least once a month, if not once every week. Please check the training courses listed below and if you do not find the subject you are interested in, email us or give us a call and we will do our best to assist.