Public Relations and Corporate Communications Course

Introduction

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

Public Relations and Corporate 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.

Global organisations are realising that their corporate communications and marketing functions need to work closely to communicate with stakeholders. This growing interdependence has partly been driven by the impact of online communications on organisational reputation.
This course recognises this industry shift and explores the drivers and dynamics of modern corporate communications and its relationship with marketing and public relations. You focus on stakeholder management, global strategic marketing, brand management, reputation management, media relations and social media.

Duration

5 days

Who Should Attend?

• Public Relations professionals
• Other key personnel in the organisation whose work involves contact and interaction with internal / external public
• Also beneficial to personnel professionals who wish to learn how to use communication more effectively – possibly in the areas of personnel, marketing, sales, training and administration

Learning Objectives

• Set Corporate Affairs in its strategic anticipatory and effective context
• Develop an understanding of stakeholder programmes for regular, focused communication activities
• Examine the development of Corporate Affairs tools
• Understand how to develop and coordinate strategy, plans and tactics
• Evaluate the use of research.

Course Outline

Module 1: Introduction to Public Relations

• Understanding Public Relations terms and concepts
• Models of Public Relations
• Elements of Public Relations
• Foundation principles of Public Relations
• Evolution of Public Relations

Module 2: Public Relations Components

• Essential components of Public Relations
• Tools of Public Relations
• Strategic development in Public Relations
• Target audience
• Media strategy

Module 3: Public Relations Planning

• Defining goals and objectives
• Understanding your audience
• Understanding your competition
• Developing a team
• Organizing activities
• Establishing a working strategy

Module 4: Key Target Audiences

• Identifying and prioritizing stakeholders
• Market research for Public Relations
• Developing messages for diverse demographics
• Transcultural communication.

Module 5: Public Relations Campaigns

• Introduction to campaigns
• Theories of campaigns
• Campaign design, research and implementation
• Developing and evaluation frameworks for campaigns

Module 6: Crisis Management

• Introduction to crisis management
• Establishing a crisis management team
• Crisis action prevention
• Crisis management damage control models
• Emergency response plans
• Business continuity management systems

Module 7: Ethical Issues in Public Relations

• Understanding ethical codes of conduct in Public Relations
• Models for ethical behavior
• Ethical theories in Public Relations
• Workplace ethics and the Law
• Public perception and client relations

Module 8: Power of Communication

• Welcome and Introductions
• Programme overview, design and options
• Opening Exercise: goal setting
• The Big Picture: overview and PR strategy
• When Public Relations should be used
• Corporate Identity and Image: establishing a positive image and identity
• Becoming a Neighbour of Choice: external reputation management
• Leaders’ Role in Managing Communications

Module 9: Understanding organisation

• The expectations of employees and employers
• Understanding audiences
• Plotting the stakeholder communication journey
• Getting the message out to audiences
• Storytelling
• Empowering employees through social media
• Steps for creating clear content that has impact
• Developing trust and credibility with senior leaders

Module 10: Corporate Communications

• Media Relations best practices
• Effective event management
• Developing a crisis management toolkit
• Hosting VIP visits
• Protocol in practice
• Financial PR activities and roles
• Multinational and global communication challenges

Module 11: Risks and Threats

• Planning for the unexpected
• Using communication activities to manage risk to reputation
• Repairing a damaged reputation
• Identifying opinion formers and influencers
• Engaging with key decision makers
• Principles for building sustainable relationships with decision makers and influencers
• VIP and political contact programmes
• Monitoring political activities

Module 12: Powerful and Persuasive Planning

• 10 stages of PR planning
• Using market research to plan PR activities
• Developing measurable objectives for activities
• Identifying core messages
• Developing practical communication toolkits
• Creating a schedule of PR activities
• Measuring outputs, outcomes and value

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. 

Training Venue

The training will be held at our Upskill Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Upskill certificate upon completion of this course.