Agencies & Consultancies

Training for agencies at all skill levels

  • Account management
  • New business
  • Confidence
  • Productivity
  • Writing
  • Motivating teams

In-House Comms

Training for in-house communications professionals

  • Best practice
  • Demonstrating value
  • Brand recognition
  • Confidence & Credibility
  • Media training

Kickstart Your PR!

Two-day intensive public relations workshop

  • Capturing media attention
  • Brand recognition
  • Engaging content
  • Supporting sales and marketing

Big Fish Balance

Mental health and wellness for communications professionals

  • Beating Burnout
  • mindfulness
  • Work-Life Balance
  • Mental Health in the Workplace

Kickstart Your PR!

Two-day intensive public relations workshop

  • Capturing media attention
  • Brand recognition
  • Engaging content
  • Supporting sales and marketing

PR Evaluation - You are as good as people think you are

PR Evaluation. Groan. It's so dull, isn't it? Counting clippings, managing spreadsheets of coverage from multiple media sources, generating coverage reports, chasing down elusive coverage hidden behind paywalls. It takes a great deal of time and organisation - and that's before you factor social media coverage into the mix.

PR Evaluation - You are as good as people think you are

Running a smooth PR Evaluation programme is critical to your success as a PR teamBut running a smooth PR Evaluation programme is critical to your success as a PR team, whether you are in agency or in-house. Justifying your continued existence or budget can only be done when the business understands the benefit that PR and its outputs is delivering. There are many evaluation methods, ranging from basic clip counting and targets for incremental quantity of clips, right up to using evaluation tools and econometric modelling to assess the value of PR in comparison with other marketing methods.

Despite the differences in methods and goals set, there's one thing that all successful PR Evaluation campaigns have in common — and that's buy-in from the stakeholder. Presenting a deck which states "Quantity of coverage is up 10% y-o-y and we have achieved 15 more reviews than last year" doesn't do anything for a stakeholder who is more concerned with building a B2B brand in the retail media.

Despite the differences in methods and goals set, there's one thing that all successful PR Evaluation campaigns have in commonSuccessful PR Evaluation is more about goal-setting and stakeholder management than it is the nitty-gritty of coverage analysis. How can you state with confidence that you have run a successful PR campaign, proven by your outputs and media coverage, if you haven't debated long and hard about what success looks like?

In addition, the definition of success changes over time. Where two years ago a high quantity of positive product reviews may have been critical, today the business' needs have likely changed. As businesses today pivot and shift on an almost quarterly basis, it's a highly valuable exercise to reassess your PR goal with a client or stakeholder on a regular basis. Each programme or campaign should have clear objectives based on which specific audiences will be reached with which targeted messages, and what PR outputs you expect from this activity.

Each programme or campaign should have clear objectivesStakeholder management and education on the bigger picture of what PR success looks like is critical. We've all been in that position on a Monday morning trying to justify "Why weren't we in that?!" to a senior leader. However, if you have spent the time developing PR goals and defining success together with your stakeholder, this type of request can be batted away by referring to the strategy and success metrics you've previously agreed.

Unless of course you really should have been in that article, and then you're in trouble. But that's another article...

Training Courses for PR and Comms Agencies

show all

All of our training courses for agency professionals

talented with clients

Be credible, effective and prevent problems

talented in the office

Manage time, people and campaigns with ease

talented with the media

Writing and pitching stories that get noticed

bigfish balance

Wellness Programmes for PR and Comms Professionals
Advanced Presentation Training
with Clients

Become a captivating and effective presenter

More

Awareness of First Aid for Mental Health
Big Fish Balance

FAA Level 1 Award, Regulated Qualifications Framework

More

Beating Burnout
Big Fish Balance

Stop stress from dragging you down

More

Becoming a Manager
in the Office

Incorporate great management techniques into your daily life

More

Bespoke Leadership Coaching
in the Office

By application only

More

Bite-Sized Leadership Coaching
in the Office

Rapid coaching conversations

More

Client Management
Talented with Clients

Improve and develop your working relationships with each client

More

Confidence and Assertiveness
in the Office

Say what you mean, professionally and directly

More

Creating Work-Life Balance
Big Fish Balance

Don't choose between your career and your life: have both

More

Crisis Communications
with Clients

Where do you start when it all goes wrong?

More

Grammar Crammer
in the Office

Grammatical errors and how to avoid them

More

Getting Buy-In
with Clients

Influencing and Persuading

More

Internal Communications Training
in the Office

On demand courses for internal comms professionals

More

Improving Personal Communication Skills
in the Office

Make good working relationships great

More

Kickstart Your PR!
with the Media

Introduction to PR

More

Mastering the Art Of Writing
Talented with the Media

How to write almost anything

More

Menopause in the Workplace
Big Fish Balance

How it can affect us, our work, and what to do about it

More

Mental Health in the Workplace
Big Fish Balance

Cultivate good mental health

More

Mental Health for Managers
Big Fish Balance

Create greater mental wellbeing in your team

More

Mindfulness in the Workplace
Big Fish Balance

Keeping your focus in times of chaos

More

Management and Leadership Training
in the Office

Get the best out of your team

More

Neurodivergence Awareness in the Workplace
Big Fish Balance

Embrace Neurodivergence for a More Inclusive Workplace

More

Neurodivergence for Managers
Big Fish Balance

Unlock the Potential of Neurodivergent Team Members

More

Overcoming Imposter Syndrome
Big Fish Balance

Equip yourself with the tools to build more confidence

More

Practical Creativity for PR
in the Office

Power up your brainstorms and boost your creativity

More

Practical coaching skills for managers
in the Office

Increase your team's engagement and productivity

More

Professional Impact and Presence
with Clients

Stop being overlooked

More

Editing and Proofreading Other People's Writing
in the Office

The seven steps to successful editing

More

Presentation Training
with Clients

Make every presentation more engaging and effective

More

Refresh your press release writing skills
with the Media

Be more successful at getting your stories published

More

Social Superstars
With the Media

How to Make Your Clients' Social Media Communications Shine

More

Supercharge Your Writing
with the Media

Take your writing to a higher level

More

Supervising First Aid for Mental Health
Big Fish Balance

FAA Level 3 Award, Regulated Qualifications Framework

More

Pitching to the Media
with the Media

Get more of your stories published

More

Time Management for Remote Working
in the Office

Manage your workload from home

More

Time Management
in the Office

Manage your workload and get tasks completed on time

More

Writing compelling content for the media
with the Media

Make your writing effective, engaging and shareable

More

Writing effective news releases
with the Media

Get more stories published

More