Corporate and Organisational Communication

Brand, Reputation and the Bottom Line

Course topic:

Public Relations

Format availability:


5 Days

Introduction to the course

Corporate communications is all about the way in which businesses and organisations communicate with their internal and external stakeholders. At the heart of corporate communication lie an organisation’s brand and reputation. The role of a corporate communications department or team is to create, nurture and protect a consistent image and identity. This involves supporting and coordinating communications activities throughout the organisation, promoting and policing the brand and developing and executing a communications strategy.

Effective corporate communication promotes loyalty both inside and outside the company which builds profitable customers and positively impacts the bottom line. This training course enables both newcomers and experienced practitioners to explore the range of skills and actions that lead to success. The strategies, tools and techniques that you will learn will help your organisation to achieve its strategic objectives.

This Corporate and Organisational Communication training course will highlight:

  • The ways in which successful brands are developed
  • The art of coordinating without needing power
  • Strategic thinking and planning
  • Stakeholder communication
  • Marketing communications

Course details

By the end of this training seminar you will be able to:

  • Explore the range of activities that comprise corporate communications
  • Understand the dimensions of brand and identity and how to control them
  • Discover how to understand and map different stakeholder journeys
  • Learn about the neurosciences and their role in today’s communications
  • Discover how to develop an effective strategy
  • Develop your corporate communications toolkit

This training course uses a wide variety of proven adult learning techniques to ensure effective assimilation and retention of the information presented. This training course is highly interactive and will prompt delegates to reflect on their own thinking, communication style and practice.

Your Tutor will guide and facilitate learning using a wide variety of methods including direct input, video, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback. 

Your company will benefit in the following ways:

  • Increased coordination of and support for everyday communication
  • Stronger brand communication
  • Increased protection from potentially damaging crises
  • More focussed internal and customer communication
  • A stronger bottom line

The personal benefits to be derived from attending this training course include the following:

  • Greater ability to affect other people’s actions
  • Improved ability to target specific stakeholder groups
  • Greater understanding of strategy and how to develop it
  • Improved understanding of the levers that affect loyalty
  • Understanding of change and how to enable it

This training course is suitable to a wide range of professionals but will especially benefit:

  • Corporate Communications Practitioners / Managers
  • Public Relations Officers / Managers
  • Public Affairs Practitioners
  • Marketing Officers / Managers
  • Anyone planning a career in PR

Daily Agenda

DAY 1:
Corporate Communications Evolution 
  • What is corporate communication and why is it important?
  • Working with the C suite
  • Exploring corporate strategy to define your role
  • From inside out – how staff knowledge and morale affects customers
  • The loyalty ladder
  • The skills of persuasion
DAY 2:
Brand, Image and Identity 
  • Purpose and identity
  • Brand and corporate identity
  • Brand personality and promise
  • Tone of voice and message consistency
  • The message house and how to use it
  • Brand values – walking the talk
 DAY 3:
Stakeholder Communications 
  • Mapping your regular stakeholders
  • Different stakeholder journeys
  • Moments of truth and touchpoints
  • Internal communications
  • Knowledge sharing
  • Crisis communication
DAY 4:
Communications Strategy 
  • Starting from your corporate vision, mission, values and strategy
  • Translating corporate goals into communications goals
  • SMART objectives
  • Creating your KPIs
  • From strategy to tactics – developing your communications plan
  • Resource planning
 DAY 5:
Change Management, Marcomms and Evaluation
  • Change communication – the critical difference in change management
  • Supporting the change makers
  • Marketing communications and the bottom line
  • Gathering and using data
  • Measuring success - ROI
  • Continuous professional development

Professional certificate & Accreditation

Explore the range of activities that comprise corporate and organisational communications and discover how to develop an effective strategy by attending this highly interactive training course.

Frequently Asked Questions

There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.

You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.

Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.

Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.

It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.

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Course customization available

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