Mastering Corporate Communications

This course will provide an intimate understanding of the Corporate Communications landscape and the elements involved in developing strategies to promote the work of your organisation. Organisations are usually careful to preserve the sensitivities of their clients and the issues they deal with.

The course will offer tools and advice for anyone involved in corporate communications to deal with the balancing act of promoting and protecting the image/ reputation of the organisation, communicating to the internal and external stakeholders, the public, doing media planning and strategies, event management, and using the new digital media for image creation and crisis management.

COURSE CONTENT

An introduction to Corporate Communications

• Why it is not just PR, it is Strategic Communications
• The Elements of Corporate Communications
• Role of Corporate Communications in an organisation
• Strategic Goal-setting for Corporate Communications
• Organising the department

Internal Communications

• Target Audience
• Forms – the Newsletter, e-mail updates, internal meetings
• Elements of internal communications

External Communications

• Different Types of Coverage – magazines, news media, new media
• Elements to external communications

Dealing with the Media and Stakeholders

• Different Forms of News Media
• The Strategic Approach
• Press Releases
• Damage Control
• Bad PR

Organising Events

• What is a successful event?
• PR events and/or Message
• Dealing with Partners

FOR WHOM

Public Relations Officers, Communicators, marketing executives/managers.

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.