Certified Public Relations Officer: Public Relations & Corporate Communications

Certified Public Relations Officer: Public Relations & Corporate Communications

OBJECTIVES

• To set Corporate Affairs in strategic anticipatory and effective context
• To develop an understanding of stakeholder programs 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

WHO SHOULD ATTEND?

• Public Relations Managers, Supervisors and Officers
• Other key personnel in the organization whose work involves contact and interaction with internal/external public
• Particularly managers and supervisors in the areas of personnel, marketing, sales, training and administration

COURSE 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 program
• 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 Affairs / 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 maximize results
• Individual and group consultancy
• Further sources of help and information