Public Relations & Corporate Communications

At the end of this course the participants will be able to:

• Set Corporate Affairs in strategic anticipatory and effective context
• Develop an understanding of stakeholder programs for regular, focused communication
• Examine the development of Corporate Affairs tools
• Understand the development of strategy/plans/tactics and coordinating these
• Evaluate and the use of research
• Learn the tools and techniques required to manage reputation in a complex media environment
• Manage knowledge within the business for effective media management
• Shape external perceptions of their organization by first-class corporate internal communications
• Develop a strategic approach and a clear plan of action

Unit 1: The Power of Communication:

• 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 a goal for all managers

Unit 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 program
• Commitment from internal decision-makers

Unit 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

Unit 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

Unit 5: Powerful and Persuasive Action Planning:

• Measurement of performance: bottom-line impact
• Translating strategy to tactics
• Horizons for PR and corporate affairs development
• Tools and Techniques summary: a tactical inventory
• Recruiting allies: a networking approach
• Justifying the plan and convincing top management
• Making the most of other disciplines to maximize results
• Individual and group consultancy
• Further sources of help and information