NGO/Charity Sector
At The Irish Academy of PR, we understand the unique challenges faced by charitable organizations and NGOs when it comes to effective communication. That’s why we offer comprehensive training courses designed specifically to meet the needs of these organizations. Our goal is to equip your team with the essential skills and knowledge required to navigate the ever-evolving communication landscape successfully.
Charities and philanthropic organizations have specific needs that are very different than corporate needs and priorities. Our Director, Ellen Gunning, is extremely familiar with the charity sector. We have conducted many training sessions with charities over the years. But, don’t just take it from us; below are 5 reasons from Ellen herself why your group should choose the Academy for your PR training needs.
- Ellen has served on the boards of many charitable organizations, and thus has strong inside knowledge of the sector.
- Charities that we work with return for training on an annual or biannual basis to upskill so they are refreshed and up to date on current practices.
- We prep charities for VERY quick responses; if Ellen gets a call at 2 pm, she may be doing a lightning round training for an interview at 6pm that very day!
- We keep our partners up to speed with communications through skills based learning courses on content creation and newsletter writing to combat the common obstacle for charities of communicating with donors.
- We equip our charity partners with a crisis preparedness plan so that if any major issue occurs, there are no blind spots or gaps.
Course Offerings
Political Advocacy
Every organisation finds itself, at some point, needing to influence national, regional or European policy for the greater good. To do that, they need to lobby. Ethical lobbying is an important part of the democratic process. By simply speaking to your local TD about an issue, you are lobbying. The course is tailored to the specific needs of your organisation. A full outline of the training is below. This can be sub-divided into the specific areas relevant to your organisation, if necessary.
- The political landscape. Understanding the role of Government ministers, elected representatives, civil servant and civic society (business, charity, lobbying organisations)
- How the institutions of the state work
- Understanding local government and how City Hall works
- How to structure a successful, ethical lobbying campaign
- When and who to lobby (who has the power to decide or influence)
- Registering as a lobbyist (transparency is vital)
- Appearing before an Oireachtas committee (how to prepare)
- The European landscape (institutions, elected representatives, directorates general etc)
- Lobbying in Europe
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the participant’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Derek Mooney has over 30-years-experience in the public affairs sectors in Ireland, Northern Ireland and the EU. Derek served as a senior Irish government adviser for several years, including working on a number of national election campaigns. He has since worked as a public affairs consultant, advising a range of representative groups and major multi-nationals. Derek has devised and delivered effective public policy campaigns that resulted in significant changes to Irish and EU legislation.
Leadership Skills for NGOs and Charities
There are many talented people driving the day to day running of charities and NGOS. This is challenging work that demands a lot from those involved and can take its toll on those in leadership or guidance positions. To be a high performer you need to feel confident in your role. We all function better and thrive in the workplace when we establish a virtuous circle of balancing our own wellbeing with the needs of the organization.
This training has been developed specifically for leaders in the charity and NGO sector, to equip them with the tools and skills required to meet the various challenges that they face.
Course Topics
- Define and establish your place in the organization
- Build confidence through identifying and leveraging your strengths
- Develop coping strategies to manage day-to-day stressors and challenges
- Build resilience to stand strong in the face of adversity, bounce back from setbacks or grow from difficult experiences
- Upgrade skills and behaviours to balance your well-being with high performance
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the participant’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Martina Doherty is an accredited Leadership Coach and Corporate Trainer. Originally from a PR/Comms background, she now supports leaders and organizations to create high performing, happy and healthy cultures. Martina’s skills include leadership and team development, organizational behaviour and strategic communications.
Public Speaking
Mastering the art of public speaking is essential for conveying your organization’s message with impact and influence. Our comprehensive public speaking training course will empower your staff and volunteers to deliver compelling presentations, engage diverse audiences, and confidently represent your organization at events, conferences, and fundraising activities. Through interactive sessions and personalized feedback, participants will develop their speaking skills and unlock their full potential as effective communicators.
Course Topics
- Public Speaking – Why it Matters
- Fear of Public Speaking
- Speaking and presenting styles
- Delivering your speech
- Finding your own voice
- Creating your speech
- Preparation for Public Speaking
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Ellen Gunning, Chief Executive Officer, is a thought leader, author of the academic textbook (Public Relations, a Practical Approach, Macmillan Higher Education International, UK, 3rd edition, October 2018), and founder of the online training provider, The Irish Academy of Public Relations. An international conference speaker and lecturer, Ellen is globally networked through IPRA (past national president), PRII (conferred with a fellowship), EADL (central council member, 5 million online students), SERAS CSR Awards for Africa (board member), Dublin City FM (Former Chairman of the board of directors), and active membership of PRSA, NUJ, EAJ and the World Trade Centres. Ellen is a regular media commentator on Breakfast Television (Virgin Media 1).
Colette Newport, English and Linguistics graduate of UCD and Trinity College Business School, Dublin, is a professional trainer with extensive experience in the communications and marketing space. In this course, she focuses on the use of language and speech writing in public speaking, assisting participants to polish and refine their message for maximum impact.
Social media is key to communicating with your audience, but it is only effective with a strategic plan. Organisations need to understand who their audience are and what content works to engage them. We provide training in social media marketing and communication that will deliver real and measurable impact across all your platforms. On completion of training, participants will:
- Develop an effective social media marketing strategy
- Understand their key audience and have created detailed personas.
- Be able to manage various social media platforms effectively.
- Know how to create and post engaging, platform-specific content.
- Be able to develop and manage a social media content calendar.
- Be able to monitor the impact of their posts and manage negative online comments effectively.
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
April McManus is an experienced social media strategist, content creator, and training provider. With a robust professional background in the industry spanning over 6 years. April has been assisting businesses across various sectors in elevating their online presence through education and the implementation of cutting-edge strategies.
Crisis Communications Strategy
Preparing for and effectively managing crises is vital in today’s unpredictable world. Our crisis communications training program equips your team with the skills and strategies to handle unexpected challenges and safeguard your organization’s reputation. From developing crisis response plans to delivering clear and empathetic messaging during times of uncertainty, our expert trainers will guide your staff and volunteers through real-life scenarios, ensuring they are ready to respond confidently and effectively in critical situations.
Course Topics
- Introduction to Crisis Communications
- Developing a Crisis Communications Plan
- Preparing for a Crisis
- Crisis Messaging and Media Relations
- Communication Channels and Tactics
- Crisis Response and Reputation Management
- Evaluating and Learning from Crises
- Ethical Considerations in Crisis Communications
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Jim Walsh has over 40 years’ experience in public relations industry both in-house and consultancy. He is fellow of the Public Relations Institute of Ireland (PRII), former President PRII and former Chairman of Public Relations Consultants Association Ireland, and worldwide President (2007-2009) IPREX, an international network of almost 70 public relations agencies. Specialties: Corporate counselling, crisis management, media relations, lecturer in PR and media, sponsorship. management, corporate writing.
Media Interview Skills
Media interviews provide an invaluable opportunity to raise awareness about your organization’s mission and impact. Our media interview skills training course prepares your team to face journalists with confidence, delivering key messages, and handling challenging questions. Through practical exercises and simulated interviews, participants will enhance their interview techniques, learn to stay on message, and effectively communicate your organization’s mission to the media and the public.
Course Topics
- The rule of 3
- Use of Language (verbal and body)
- Managing Questions
- Controlling the Narrative
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Ellen Gunning, Chief Executive Officer, is a thought leader, author of the academic textbook (Public Relations, a Practical Approach, Macmillan Higher Education International, UK, 3rd edition, October 2018), and founder of the online training provider, The Irish Academy of Public Relations. An international conference speaker and lecturer, Ellen is globally networked through IPRA (past national president), PRII (conferred with a fellowship), EADL (central council member, 5 million online students), SERAS CSR Awards for Africa (board member), Dublin City FM (Former Chairman of the board of directors), and active membership of PRSA, NUJ, EAJ and the World Trade Centres. Ellen is a regular media commentator on Breakfast Television (Virgin Media 1).
Ellen Gunning is joined in the training by a News Journalist who is chosen from our industry panel.
Effective Internal Communications
Effective internal communications are the backbone of a thriving organization. Our training course focuses on enhancing internal communication practices within your charity or NGO, ensuring your staff and volunteers are engaged, aligned, and empowered to work towards your organization’s goals. From leveraging communication channels and tools to fostering collaboration and feedback, participants will gain valuable insights and practical strategies to enhance internal communication processes and create a positive organizational culture.
Course Topics
- Communication Channels and Tools
- Understanding Internal Communications
- Crafting Effective Messages
- Active Listening and Feedback
- Cross-Departmental Collaboration
- Measurement and Evaluation
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Mary Cassidy is a seasoned PR professional with over 20 years’ experience. Excelling in both agency-side and in-house roles, she has developed robust internal communication (IC) strategies across government, non-profit, corporate, and consumer sectors. Mary is passionate about IC and believes in the power of open communication between organizations and their most valuable assets: their staff and volunteers. Her objective is to help organizations cultivate a culture where trust and engagement are paramount.
Diversity and Inclusion Training
The Diversity and Inclusion Training course is designed to provide participants with a comprehensive understanding of diversity and inclusion in the workplace. The course aims to create awareness, promote a culture of inclusivity, and develop the skills necessary to build diverse and inclusive teams. Participants will explore the benefits of diversity, learn strategies for fostering an inclusive environment, and understand the role of individuals in promoting diversity and inclusion within their organizations.
Course Topics
- Introduction to Diversity and Inclusion
- Unconscious Bias and Stereotypes
- Legal and Ethical Aspects of Diversity and Inclusion
- Creating an Inclusive Work Environment
- Communication and Collaboration in a Diverse Workplace
- Empathy and Cultural Competence
- Leadership and Diversity
- Action Planning for Diversity and Inclusion
Duration: The duration of the training will be determined by the client’s needs and which areas they wish to focus on. Our training programmes range from a half day’s training to as many full days as are required. These can be spread over a number of weeks to suit the learner’s work commitments.
Format: In person or by webinar
Fee: Varies based on the duration of the training
Martina Doherty is an accredited Leadership Coach and Corporate Trainer. Originally from a PR/Comms background, she now supports leaders and organizations to create high performing, happy and healthy cultures. Martina’s skills include leadership and team development, organizational behaviour and strategic communications.
Testimonials
Our Founder
Ellen Gunning
Ellen Gunning has been working in the PR Industry for the past 25 years and is the author of Public Relations: A Practical Approach (Macmillan Higher Education UK, 3rd Edition, October 2018), which is studied by students internationally. In the past, she has volunteered with Society of St. Vincent de Paul and An Taisce. She is a former board member of the National Concert Hall and was appointed to the executive council of the Irish Red Cross.
Contact us to discuss your training needs
Invest in the power of effective communication for your charity or NGO. Contact us today to discuss your training needs and how our programs can help your organization achieve its communication goals. Together, we can make a greater impact through enhanced communication strategies and skills.