Programmes

We also help organisations to plan systematically for training programmes that will deliver the exact array of skills their PR teams are missing and the competencies that matter most to achieving the organisation’s objectives.

See strategic training programmes

See also case studies for past examples of Pinnacle custom training in practice

Customised training

Our customised training ranges in scale from one-off customised courses to strategic PR training programmes for organisations needing dozens of courses for hundreds of individuals over several years.

Customised training courses

If you have special needs or would like training designed exactly for you, we can adapt a course or build something entirely new to your specifications.

  • Mix elements from different courses (e.g. Crisis+Media Relations+Writing)

  • Define your own learning and skill goals

  • Build content directly relevant to your work

  • Share sensitive issues in a private course

  • Train at any location

Following are examples of courses that we deliver only in a customised form.

Strategic PR skills
Message development

Consultation and facilitation on the development of effective PR messages
 Creativity in PR
Enhance campaigns with extra imagination,
inspiration and style
Stakeholder engagement
Beyond “audiences”: build conversations with
the people who matter
Board-level communications
Integrating PR at the highest level: from buy-in to the battle for budget
Diversity
Communicate effectively and appropriately with
all stakeholder groups
Internal communications
Strategies and tools for coordinated information
management
Managing your PR agency
Insider strategies for selecting, briefing, supervising and managing agencies

Reputation and brand management

Strategic communication to enhance, protect and restore corporate, institutional or brand reputation

Engaging sceptical stakeholders

Communicate effectively with stakeholders and audiences who hold negative views of you

Media management at major events

Media relations strategies and tactics for big press packs and important events

Organising effective press conferences

Effective planning and smooth management of press conferences

Managing an online press office

Best practice in e-PR: managing media effectively through website resources

PR response to pressure groups

Communications strategies, tactics, case studies and best practice from embattled organisations

Shaping the news agenda

Monitor, predict, understand and exploit themes and developments in the news landscape

Developing effective media resources

Create and maintain strong collateral materials such as case studies, fact sheets, press packs, electronic and audiovisual materials to support and shape media coverage

Media analysis

Extract strategic communications value from insight into media coverage

Communicating complexity to the public

Digest and distil complicated, technical or abstract ideas into simple and memorable communication


Technical PR skills
Photography for PR
Professional and practical management and generation of PR images
Evaluation
The latest methods and technologies to measure the impact of PR
Proofreading/editing
Eliminate errors and enhance style with a journalist’s eye
Writing skills masterclass
One on one writing coaching based on your own
written texts

TV news skills for PR professionals

Translate broadcast journalism techniques into a PR context, such as creating Web TV packages and PR-oriented clips for video sharing sites.

Graphics for PR

Create strong graphics in support of PR campaigns to illustrate and explain your messages and enhance media coverage

Writing newsletters and e-newsletters

Principles and practicalities of editorial planning and writing skills to create newsletters that get read

Feature writing skills

The art of long-form writing, including planning structure and flow.


Media interview skills

Broadcast media training

Interview training focusing only on TV and radio

Print media training

Interview training focusing only on text media

Media training refresher session

Brief interview training for spokespeople who have already been media trained

Advanced media training

Intensive media training on advanced principles and situations for accomplished spokespeople

One-on-one coaching for specific interviews

Preparation for a particular topic, crisi or challenging interview

Making the right impact on TV

Interview training with a focus on presentation, appearance and body language

Handling the media during a press conference

Media training specifically for handling group interviews, including simulations

Handling unexpected interviews

Training and practice for suriviving and thriving when TV crews launch an "ambush interview"

Successful ‘remote’ interviews

Mastering the technology and unusual dynamics of giving interviews "down the line" including using earpiece feedback

Studio skills

Interview training specifically for formal set-piece studio interviews

Topic specific media training

Interview training on topics and situations tailored to particular issues and industries – Health, Environment, Energy, Trade, Consuper protection, Transport and Research.

Specialist PR skills
Agency skills: pitching for new business
Pitch to win: hone your skills with best practice from agency veterans
Agency skills: client management
Relationships, expectations, project management, working dynamics

Agency skills: writing a winning proposal

Sector specific

Financial communications

Environmental communications

Personal communication skills

Building personal authority and credibility

Coaching to convey the right image

Negotiation and persuasion

Expert techniques to get results

Enhancing presentations

Best practice in creating and using powerpoint and other audiovisial support for presentations

Chairing, facilitation and moderation

Take control and give direction when managing meetings, round-tables, conferences and events