Training on Public Relations and Corporate Communications

Course Overview

In today's fast-paced digital world, public relations and corporate communications are at the heart of business performance. This comprehensive training course on public relations and corporate communications explores modern methods, tools, and channels that have greatly accelerated the speed of communication from local to global scales. Participants will learn the essential tools and techniques required to manage reputation in a complex media environment, enhance internal corporate communications, and develop strategic approaches for effective action plans.

Target Audience

This course is ideal for:

• Public Relations Professionals: Those directly involved in managing a company’s public image.
• Key Personnel in Organizations: Individuals whose roles involve interaction with both internal and external publics.
• Personnel Professionals: Those in areas like marketing, sales, training, and administration seeking to enhance their communication effectiveness.
• Staff Engaging with the Public: Any professionals looking to manage public spaces and communication effectively, turning potentially negative situations into constructive outcomes.

Whether you're new to public relations or looking to refine your skills, this course provides valuable insights and tools. 

Course Objectives

By the end of this public relations and corporate communications course, participants will be able to:

• Master Strategic Public Relations: Demonstrate knowledge of the theory and practice underpinning strategic public relations.
• Enhance Communication Skills: Develop effective communication skills for managing corporate affairs and media relations.
• Understand Customer Care in PR: Define the role of public relations in customer care and organizational growth.
• Develop Stakeholder Programs: Understand stakeholder engagement for focused communication strategies.
• Navigate Online Technology: Appreciate the impact of online technology on media and customer care systems.
• Resolve Conflicts: Apply skills to resolve conflicts and enhance workplace communication.
• Utilize Public Relations as a Competitive Tool: Recognize public relations’ role in organizational competitiveness.

Key Outcomes

• Improved Reputation Management: Manage and enhance organizational reputation effectively.
• Strategic Communication Planning: Develop and coordinate comprehensive communication strategies.
• Conflict Resolution Skills: Enhance abilities to manage and resolve workplace conflicts constructively.
• Customer-Centric Focus: Link customer service excellence with business practices and policies.

Course Outline

Module 1: Introduction to Public Relations 

• What public relations entail and its environment.
• The nature, scope, and benefits of public relations.
• Developing a customer-centric mindset.

Module 2: Tools for Public Relations and Customer Service 

• Tools and techniques for effective public relations.
• Differences and similarities between PR, advertising, and publicity.
• Developing communication skills and presenting a professional image.

Module 3: Crafting Consistent Messages 

• Understanding audience segmentation and prioritization.
• Creating impactful stories and empowering employees through social media.
• Building trust and credibility with senior leaders.

Module 4: Public Relations Process and Customer Analysis 

• Exploring the public relations process and external environments.
• Knowing customer expectations and determining service levels.
• Analyzing behavioral styles for effective customer interactions.

Module 5: Public Relations, Communication, and Calming Upset Customers 

• Planning and avoiding customer upsets.
• Steps for calming upset customers and confirming their value.
• Enhancing corporate communications and telephone customer service.

Module 6: Corporate Public Relations and Internet Customer Skills 

• Internal and external communication strategies.
• Managing customer interactions through digital platforms.
• Scripted responses and online support.

Module 7: Media Relations and Time Management Strategies 

• Best practices in media relations and managing media response.
• Developing a crisis management toolkit.
• Time and stress management techniques for PR professionals.

Module 8: Risks and Threats: Identification and Management 

• Planning for unexpected events and repairing damaged reputations.
• Engaging with key decision-makers and building sustainable relationships.

Module 9: Corporate Communications/PR in the Corporate Mix

• Hosting VIP visits and managing multinational communication challenges.
• Protocol practices and financial PR roles.

Module 10: Managing Multi-cultures 

• Understanding cultural differences and behaviors in people management.
• Developing effective multicultural organizational practices.

Module 11: International Standards and Government Diplomats 

• Diplomatic etiquette and protocol with government officials.
• Preparation tips for international engagements.

Module 12: Powerful and Persuasive Planning 

• Stages of PR planning and using market research for strategic activities.
• Developing measurable objectives and communication toolkits.

Module 13: Putting It All Together 

• Planning personal development and increasing visibility.
• Networking, team working, and effective time management for PR success.