Description

About The Course:

PR and Communications are at the heart of business performance. Modern methods, tools and channels have greatly increased the speed in which communications can be experienced, from local to global.

In this course you will learn:

•     The tools and techniques required to manage reputation in a complex media environment

•     How to manage knowledge within the business for effective media management

•     How to shape external perceptions of your organization by first class corporate internal communications

•     How to develop a strategic approach and a clear plan of action

The course looks at variety of corporate communications tools and models before examining in details the potential value and role of key stakeholders in the corporate affairs/PR process. It looks at approaches that will permeate the whole organization as well as the specialist disciplines within PR and communications. Firmly establishing the place of PR in the company, the course looks at the contributions that can be measured. Participants will pull together all of the course content into an action plan which can be discussed with top management.

Course Objectives:

•     To set Corporate Affairs in strategic anticipatory and effective context

•     To develop an understanding of stakeholder courses for regular, focused communication

•     Examine the development of Corporate Affairs tools

•     Understanding the development of strategy/plans/tactics and coordinating these    Evaluation and the use of research

Designed For:

•     Public Relations professionals

•     Other key personnel in the organization whose work involves contact and interaction with internal/external public

•     Also beneficial to personnel who wish to learn how to use communication more effectively - possibly in the areas of       personnel,   marketing, sales, training and administration

Course Outline:

MODULE 1: Introduction and Welcome: The Power of Communication    Opening exercise: Goal setting    Corporate Affairs and Public Affairs approaches    Corporate identity and image    Corporate communications overview and strategy    External reputation management Communication as a change agent    Communication as goal for all managers

MODULE 2: From the Inside Out: Crafting Consistent Messages

    Internal communications; Family and friends as Stakeholder; Measuring emotional capital    Communications channels mapping and monitoring; Setting internal communications goals    New media for rapid interaction; Champions, opinion formers and incentivisation    The place of the company magazine/newsletter    The multinational internal communications course    Commitment from internal decision makers

MODULE 3: Risks and Threats: Their Identification and Management

    Single issue politics; Special interest groups    Whistleblowers and the rules of disclosure    External opinion formers; Cause related PR and core values    Campaigns, their design and planning;  A crisis management toolkit    Stakeholder interest inventories; Opinion former networks

MODULE 4: Corporate Affair/PR in the Corporate Mix

    PR in the communications mix; PR in the marketing mix; Direct response PR; Financial PR    PR and strategy; Brand PR; Persuasion measurement techniques    Integrating PR/Communications and marketing plans; The art of leveraging; Corporate affairs and customer relations