Course details

Overview ?

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. In this programme 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 organisation by first class corporate internal communications
How to develop a strategic approach and a clear plan of action

PROGRAMME OBJECTIVES

To set Corporate Affairs in strategic anticipatory and effective context
To develop an understanding of stakeholder programmes for regular, focused communication
Examine the development of Corporate Affairs tools
Understanding the development of strategy/plans/tactics and co-ordinating these
Evaluation and the use of research

TRAINING METHODOLOGY

This programme is an intensive, updating programme illustrated throughout with practical examples. It concentrates on practitioner skills, tools and techniques for the effective management of these important business functions.

PROGRAMME SUMMARY

The programme 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 organisation as well as the specialist disciplines within PR and communications. Firmly establishing the place of PR in the company, the programme looks at the contributions that can be measured. Participants will pull together all of the programme content into an action plan which can be discussed with top management.

PROGRAMME OUTLINE

DAY 1 - Introduction and Welcome: The Power of Communication

Introduction and welcome
Course programmed, design and options
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

DAY 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 programme
Commitment from internal decision makers

DAY 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

DAY 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

DAY 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 maximise results
Individual and group consultancy
Further sources of help and information

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Day 4

Day 5

Training Methodology

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