Corporate Communications and Public Relations course

PROGRAM OUTLINE

Day 1 : 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

Day 2 : 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

Day 3 : 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

Day 4 : 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

Day 5 : 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