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Public Relations MasterclassLiz Mckenzie I Head of PR andCommunications at Canva
This intense one-day masterclass is designed to support PR and
communications professionals, founders and business owners to
develop a world-class media strategy. You’ll learn new tactics to
craft your message, reach target audiences and create content to
drive customers to your products. In today’s time and age, news -
both fake and real - travel fast and it’s now more important than
ever to make sure the story you tell is not only accurate, but also
designed to drive positive outcomes and strengthen
relationships. Working in a small group with the Head of PR and
Communications at Canva, you’ll learn how to generate global
media coverage, train your team to become powerful
spokespeople and, importantly, how to manage negative news
and protect your company’s reputation.
Course Overview
Develop a framework to build an advanced media strategy, how
to identify and reach target audiences, craft key-messages so
they will resonate and turn inbound enquiries into opportunities
to achieve your media objectives.
Develop the ability to train your team to present to the media
and manage different interview opportunities including print,
live television, appearing on panels etc. Train team members
how to handle difficult questions and drive the conversation to
achieve your objectives.
Learn how to handle negative news and manage your
company’s reputation when things don’t go to plan.
Learn how to get global PR for an Australian based company.
Get tactics to peak the interest of journalists overseas, develop
relationships and execute on a global scale.
Develop an advanced strategic content strategy. Understand
how to create visual and written content to promote your key
messages and drive customers to your site.
Course Outcomes
Liz Mckenzie is Head of PR and Communications at
Canva. A key member of the Australian startup
that has taken the world by storm, Canva has over
10 million users from across the globe, and is on a
strong growth trajectory with over 400 million
designs created since launch in 2013. During the
momentous occasion when Canva reached
“Unicorn” startup status, Liz secured a whirl of Tier
One coverage in local and international press,
including features on Bloomberg, CNBC, Mashable
- and even dominating the front and back covers of
the Australian Financial Review on the same day.
Prior to working at Canva Liz gained many
accolades as an award-winning PR consultant. She
looked after the PR and Comms strategies for a
wide range of companies, ranging from an in-house
stint at Data61 (during the transition from NICTA
to a CSIRO-led department), to large international
corporates such as Microsoft, Google and AT&T,
local franchises Jets Gyms and The Coffee Club,
nonprofits WWF and The Australian Literacy and
Numeracy Foundation, as well as consulting with
local startups on how to prepare and kick off their
publicity campaigns. During her tenure in agency
land Liz was part of the senior team which led to a
notable year on the awards front – named by
Public Relations Institute of Australia, PRWeek Asia
and CommsCon for winning the title of PR Agency
of The Year, and a further 25+ campaign awards at
both international and national award shows,
including managing one of the first PR campaigns
in Australia to bring home a Cannes Lion.
About Liz Mckenzie
If you have any questions about this course or would like to make a group booking,please email [email protected]
Suitable forPR and communications professionals who want new tactics to take their media strategy and career to the next level.
Founders, business owners and entrepreneurs who want to develop an advanced media strategy.
Public Relations MasterclassLiz Mckenzie I Head of PR and Communications
What you need to consider before embarking on a PR campaign
What makes news - and what makes TOP news
Preparing for your outreach: what you need before you start
Course CurriculumModule 1: External trends
Who are they, and how to reach them
Identifying your call to action
Module 2: Identifying your target audience
The importance of your key messages
Key message framework and development
Module 3: Key messaging framework
The importance of your key messages
Key message framework and development
Module 5: Key messaging framework
Developing your media list
How to pitch
Working with international media
Managing embargoes, fake news and potential issues
Module 4: Media relations
This workshop is one day and is limited to twelve participants, enabling Liz to focus on your objectives, answer questions and give
personal feedback. Liz delivers the course in person, weaving in real-life examples from her experience working at Google and a range of
other companies. Participants will have the opportunity to ask questions particular to their business objective by email in the week
leading up to the workshop and Liz will personalize the content and exercises to address everyone’s goals. At the end of the course you
will walk away with tangible skills that you will be able to implement immediately. This workshop is held in an awesome boardroom, in
the CBD and runs from 9am– 5pm with short breaks. Lunch, morning and afternoon tea is provided.
Course Logistics
If you have any questions about this course or would like to make a group booking,please email [email protected]