Public Relations Professional Course

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

• 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.
• Identify the journey from where they are to where they want to be
• Develop programmes for regular and effective relationship building
• Manage reputation locally, nationally and globally
• Measure attitudes and behaviours to prove the benefits for your organisation

COURSE CONTENT:

The 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

From the Inside Out: Crafting Consistent Messages

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

Risks & Threats: Their Identification and Management

• 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

Corporate Communications/PR in the Corporate Mix

• 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

Powerful and Persuasive Planning

• 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

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

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.