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Events are one of the most-used public relations tools because of their potential to create face-to-face connections between an enterprise and its stakeholders. Creatively and professionally staged events such as conferences, product launches and fundraisers are important public relations tools for attracting attention and developing solid relationships. This course uses communication, stakeholder and risk theories to guide you in the development of skills in reputation management and the strategic use of events.

In this course, you will approach event planning and delivery as a tool in the public relations discipline. Practitioners have a range of reasons to use events as an effective means to develop relationships and deliver specific outcomes for clients, and in this course you will explore these to help you plan events from conception to delivery, and evaluate their effectiveness. You will also explore risk management and mitigation as you work through the process of planning and delivering an event.