A Strategic Approach to Public Relations Training Course

In today's fast-paced, globally connected world, effective communication is paramount to business success. This Strategic Approach to Public and Corporate Communication training course equips you with the strategic and tactical skills to manage your organization's reputation, build strong stakeholder relationships, and navigate complex communication challenges. You'll learn to develop comprehensive communication strategies, leverage various channels, and measure results to demonstrate the clear impact of your efforts on the bottom line. This program emphasizes practical application and provides a toolkit of techniques you can implement immediately.

Target Audience:

This strategic approach to public relations training course is designed for professionals across various departments who contribute to or are impacted by corporate communications:

• Business Development Managers
• Marketing Managers
• Sales Managers
• Product Managers
• Brand Managers
• R&D Managers
• Managing Directors and Directors
• Anyone seeking to improve their organizational communication skills

Course Objectives:

Upon completing this course, participants will be able to:

• Set Corporate Affairs within a strategic, anticipatory, and effective context.
• Develop stakeholder engagement programs for consistent, focused communication.
• Understand and utilize a range of Corporate Affairs tools and techniques.
• Develop and coordinate effective communication strategies, plans, and tactics.
• Evaluate communication effectiveness using research and data-driven insights.

Course Outline:

Module 1: Introduction and The Power of Communication

• Course Introduction and Welcome
• Program Design and Options
• Goal Setting Exercise
• Corporate Affairs vs. Public Affairs
• Corporate Identity and Image
• Corporate Communications Strategy Overview
• External Reputation Management
• Communication as a Change Agent
• Communication as a Goal for All Managers

Module 2: Internal Communications: Crafting Consistent Messages

• Internal Communications Strategies
• Engaging Employees, Families, and Friends as Stakeholders
• Measuring Emotional Capital
• Communication Channel Mapping and Monitoring
• Setting Internal Communications Goals
• Leveraging New Media for Rapid Interaction
• Identifying Champions and Opinion Formers
• Internal Communication Tools (Company Newsletter, etc.)
• Multinational Internal Communications Programs
• Securing Commitment from Internal Decision-Makers

Module 3: Risks and Threats: Identification and Management

• Single-Issue Politics
• Special Interest Groups
• Whistleblowers and Disclosure Rules
• External Opinion Formers
• Cause-Related PR and Core Values
• Campaign Design and Planning
• Crisis Management Toolkit
• Stakeholder Interest Inventories
• Building Opinion Former Networks

Module 4: Corporate Affairs/PR in the Marketing Mix

• PR in the Communications Mix
• PR in the Marketing Mix
• Direct Response PR
• Financial PR
• PR and Strategic Planning
• Brand PR
• Persuasion Measurement Techniques
• Integrating PR/Communications and Marketing Plans
• Leveraging Corporate Affairs and Customer Relations

Module 5: Powerful and Persuasive Action Planning

• Measuring Performance and Bottom-Line Impact
• Translating Strategy into Actionable Tactics
• Future Horizons for PR and Corporate Affairs
• Tactical Inventory: Summary of Tools and Techniques
• Networking Strategies for Building Alliances
• Presenting Your Plan to Top Management
• Maximizing Results Through Inter-Departmental Collaboration
• Individual and Group Consultations
• Additional Resources and Information

Certification:

Upon successful completion of this course, you will receive a prestigious Uphilos certificate. This certification demonstrates your commitment to mastering this training course and will enhance your professional credentials