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 hello@zambesi.com

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 hello@zambesi.com