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Managing an Integrated Communications Campaign
Members £160 + VAT
Non-members £225 + VAT
Intermediate
Summary
Increasingly today comms campaigns, be they marketing or PR led, are becoming integrated with the need to have many marketing communications disciplines included in the same campaign. But different disciplines have different demands and requirements ranging from creativity to planning and implementation to evaluation.
Trainer: Steve Dunne FPRCA
How attendees will benefit
This webinar takes delegates through how to design, implement and manage an integrated communications campaign in a way that gets meaningful results.
Who should attend
PR and communications professionals working on integrated or cross-functional campaigns.
Marketing managers seeking to align messaging across channels.
In-house and agency teams responsible for campaign planning, execution or reporting.
Anyone involved in brand strategy, digital marketing, stakeholder engagement or public affairs.
What attendees will learn
An overview of:
- How to create SMART objectives that ladder up to business goals.
- How to conduct a strategic situation analysis using tools like SWOT, PESTLE and ADOPTS.
- How to segment audiences and craft effective pen portraits.
- How to develop and test messages using the linear and two-step communications models.
- How to plan media across paid, earned, shared and owned channels.
- How to evaluate campaign success using outputs, outtakes, and outcomes—aligned with the Barcelona Principles 3.0.
- How to manage budgets effectively and choose the right budgeting approach (e.g. zero-based, task-based).
- The marcomms toolkit, including advertising, internal marketing, ambient and cause-related marketing.
Delegate instructions
No pre-work for this course