Most marketing and communications teams have finalized their marketing and communications strategy. Now, it’s time for the PR team to execute it.
Take time to evaluate your team’s strengths and determine if there are gaps in skills. Ask yourself:
- Does your PR team have the skills to successfully implement the marketing and communications plan?
- Where are their opportunities for growth?
- What PR training resources would help them succeed?
Your team can grow their skills, capabilities and confidence with PR training from expert resources. Online PR training courses offer a wide range of communications training tools, with courses and even certifications offered on how to use specific tools and how to get better at your craft.
Help your PR department be successful with PR training by following these key steps:
Evaluate your PR training needs
Looking at your 2021 strategy, identify what skills your team as a whole will need. Identify the following:
- What are the key areas (content creation, SEO, social media, etc.) of your strategy?
- Are there key channels you’ll be utilizing, such as social platforms, search engine marketing or e-newsletters?
- Do you plan to utilize specific tools, such as Google AdWords or HubSpot?
- What kinds of financial and time resources do you have for training?
Prioritize your training programs
Some training programs take months to accomplish, so tying up team members in them could become a drain on your team’s resources. Instead, prioritize who will need certain trainings and when.
Some programs offer certificates and continuing education units (CEUs), while others offer LinkedIn badges that boost your social profile. These are desirable professional credentials that some of your team members might already be eyeing or pursuing, so check with your team and take their interests under consideration.
Supporting your team’s development, particularly junior staffers, will benefit both them and your company.
Choose training tools and resources that match your needs
You can search “communications training” in Google and pull up a myriad of options. However, the internet is flooded with mediocre programs. How do you tell the difference and choose online programs that are of value?
Start by asking peer and networking groups what they recommend. Word-of-mouth is crucial, and specific focus areas – social media, for instance – will have their own top-rated training programs. And ask your employees too!
There are a number of well-known tools that have paved the way for others, and these can we worth considering:
- LinkedIn Learning
- Schools of Business (such as Muma College of Business at USF)
- Grow with Google
- HubSpot Academy
- Accreditation in public relations
- Facebook Blueprint (Facebook content, advertising, and marketing)
- Google’s Skillshop
- Google Analytics Academy
Professional development is worth the investment. It sets your team and your department’s programs and initiatives up for success in the future.
These skills prepare your team to tackle your plans and be successful in implementing the tactics, despite the wild pandemic curveballs.