With the right format and preparation, seminars are an effective way to communicate a variety of messages on just about any topic.
Public relations practioners must feel comfortable communicating in a variety of professional settings. Taking communication one step further than the traditional press release or media kit, PR practitioners can communicate a message to specific publics by conducting seminars for their clients. A workshop can educate and inform participants while relaying important messages or information about an organization. Designed correctly, seminars can be powerful because they communicate to target publics on just about any topic, relaying a variety of messages. Plus, once you’ve designed a useful workshop, it can be used again and again.
While this form of communication isn’t as common in PR as a press release, for example, it is a useful tool to understand and have basic experience with.
As Student Body Vice President at WOU, I facilitated several workshops for students and organizations, and taught my staff how to design and facilitate their own. From topics on organizational budgets to how to be a leader, I’ve successfully used the same format.
With preparation, well thought out content and a few ‘pointers’, facilitating a workshop isn’t as overwhelming as you might think.
Designing + Facilitating a Workshop
Prepare. Identify your clients goals for the seminar and ask serious questions about what you hope to accomplish by conducting a seminar. What should participants walk away with? Next, brainstorm ways you can meet the goal of your workshop.
Audience. Outline what the needs of your audience will be – what are they looking for from your seminar? Identifying your audience and their demographics is an important step in creating a useful seminar. Consider the design and style of your seminar according to your audience. What will be their energy level? Interests? Age? Goals?
I’ve found that an hour + is a good length for seminars – if it must be longer, plan for a short break.
Consider Specifics. Once you’ve identified your audience demographic, set a date and time for the seminar. What works for their schedules? Review workshop content with clients, coworkers, and experts if possible - edit at least twice.
Connect. Spend time before your seminar begins connecting with
- Taking time to connect with participants before, during and after a workshop can ease your nerves and greatly improve the workshop for attendees and help you get feedback.
participants – building your confidence and easing any nerves you have.
Introductions. In addition to your name, outline your qualifications, reasons for teaching, and ‘thanks for attending’ sentiments. Explain the goal of your seminar, and outline the agenda.
Start on the Right Foot. If it fits your message, consider a simple, painless ice breaker activity to get participants opened up and talking (I recommend finding ideas in The Ultimate Icebreaker & Teambuilder Guide by Jon Tucker). Explain the basic seminar format, and explain your expectations of the seminar.
To The Heart Of It. In the body of your workshop, develop a flow of material and plan your timing carefully – this is where editing can make a big, big difference. Incorporate unique concepts and new skills, and explain them in detail. Utilize various teaching methods (ex: visual, groups, speaking, lecture). This part of the seminar might include useful links, readings, or further workshops for participants to continue learning from after you seminar.
Concluding. Make SURE to review major themes and ideas of your seminar and provide ways for participants to find even more information. It’s often useful at this point to allow questions (covering your butt if you forgot something) or give attendees a place to direct questions. Be careful of bring your workshop to an aprubt end – which can leave attendees feeling awkward and unsure about their committment to the topic.
Get Feedback. Reconnect with participants as they leave, asking them to give you feedback on the seminar (ultimately an important tool for refining your message and delivery)
