Public Relations
in the Oil and Gas Industry

At the end of this Energy Training Centre training course delegates will be able to:

• Develop a problem-solving approach to match PR strategy to business objectives choosing channels and tactics to achieve business results
• Examine the range of PR tools and techniques to select the best for your purpose
• Plan PR campaigns to meet need setting clear objectives with behavioural outcomes and measurable results
• Measure risk and plan to mitigate these risks
• Understand how to generate and place stories in the media and achieve consistently favorable coverage

This Energy Training Centre Public Relations in the Oil and Gas Industry training course is fast paced, highly interactive and participatory. Training will be delivered through a combination of presentations, group discussion, role play and group exercises. This Energy Training Centre course is rich in case studies and examples. Multimedia presentations will feature video case studies as well as the opportunity to hear experts from a variety of disciplines.

Your organisation will benefit from:

• Clearer and more focused internal and external communication
• Production of clearer and more strategic PR / Communications briefs
• Coherent and focused campaigns that deliver clear business results
• Enhanced reputation and brand profile through well designed campaigns
• Enhanced media profile and breadth of coverage
• Maximum effect for minimum financial outlay

You will acquire a range of skills, techniques and knowledge, particularly:

• Greater problem-solving ability
• Ability to think and act more creatively
• Greater confidence in presenting your arguments to diverse audiences
• Tools to manage issues across a range of media
• Crisis management skills

This Energy Training Centre Public Relations in the Oil and Gas Industry training course is relevant to anyone likely to have responsibility for managing relations with stakeholders and maintaining long-term relationships with government, visitors, partners, customers, guests and VIPs.

• PR, public affairs, corporate communications, and media / press officers
• Community relations specialists
• Government and external affairs personnel
• Managers of all levels and team leaders
• Middle and senior managers with a responsibility for effective communications

DAY ONE: THE COMPLETE PR / COMMUNICATIONS PROFESSIONAL 

• The Role of Communications and PR in the Oil and Gas Industries
• Overview of the Challenges Facing the Industry and its Image / Reputation
• The Reputation Managers – Building and Defending your Brand
• From Local Community to the Regulators – Identifying and Classifying Stakeholders
• Identifying your Target Publics or Audiences
• From Exploration to Retail - Engaging and Marshalling your supply Chain

DAY TWO: TELLING YOUR STORY – AND GETTING IT HEARD 

• Setting SMART Objectives to Meet your Business Needs
• The Psychology of Persuasion
• The Power of Storytelling – Building your Message House
• Choosing Channels to Reach your Target Audience, The POEM Acronym
• Persuading and Building Relationships with the Media
• Social Media and its Power

DAY THREE: THE POWER OF COMMUNITY – CSR IN ACTION 

• Identifying the Issues that Resonate – Sentiment Mining
• Pressure Groups and NGOs – How to involve them
• Choosing your Causes for PR Crisis Defence
• Cause Related Development and Brand Building
• Engaging and Encouraging your Staff, Suppliers and Customers
• Social Responsibility Reporting

DAY FOUR: CRISIS AVOIDANCE AND CRISIS MANAGEMENT 

• Environmental Scanning, using SWOT and PEST Analyses and Scenarios
• Advanced Issue Management
• Building your Crisis Management Plan and Toolkit including ‘dark’ websites
• Identifying and Training Media Spokespeople
• Planning and Giving Media Interviews and Briefing Interviewees
• Crisis Handling and Business Recovery

DAY FIVE: PUTTING IT ALL TOGETHER 

• Media Relations – Maintaining your Reputation across Traditional and Digital Media
• Planning, Writing and Distributing Effective Media Releases
• Developing your Communications Strategy
• Informing, Consulting and Working with the ‘C’ suite
• Using Measurement to improve Performance