Critical Business Skills for
Communication Practitioners

Business Essentials for PR Leaders

Have an in-depth understanding of the critical business skills required to lead with purpose and influence change within and beyond your organisation through his training course.

21 - 25 Mar 2022
$ 5,950
$ 2,350



5 Days

Public Relations

Classroom Online

Critical Business Skills for Communication Practitioners: A 5-Day Masterclass that will provide you with an in-depth understanding of the critical business skills required to lead with purpose and influence change within and beyond your organisation.

This course is for you, if you’re:

  • In a leadership or managerial position and looking to communicate effectively and influence stakeholders
  • Interested in achieving meaningful change within your team and organisation through successful collaboration and communication
  • Looking to improve communication and influence to inspire others to drive innovation, sustainability, and positive change in your organisation
  • In a new role or interested in moving into a new position and would like to enhance your collaboration, leadership, and communication skills for influence and impact

Course Outline


Lead with Purpose: Leadership Strategies for Communication Consultants

  • Learn how communication consultants can become industry leaders
  • Gain insight into how communication can be used to create change in a volatile, uncertain and increasingly complex world.
  • Establish an understanding of how emotional intelligence impacts your leadership style.
  • Learn about your personal communication style, master your message development and discover how to engage with different stakeholders, from employees to clients.
  • Formulate an understanding of the role of ethics and governance in the communications industry and the impact of ethics and governance in your sector.
  • Understand the fundamentals of crisis management, and the importance of leadership during a crisis.


Strategy and Planning

  • Establish an understanding of the purpose of strategic planning for organizational change and growth.
  • Advance your understanding of project management and learn how to identify objectives and goals and how to measure success.
  • Understand the difference between a PR strategy and strategic planning.
  • How to identify your operational priorities and align them with your communications plan.
  • How to use SMART objectives to achieve your PR goals.
  • Learn how to create a cohesive corporate identity, predict and reduce risk and create a crisis plan and risk management strategy.
  • Develop an integrated approach to communication and understand how the impact of public affairs and government relations on your strategy.
  • Understand various measurement and evaluation tools.


Maximising your influence and impact

  • Learn how to develop the right communications strategies and on-target messaging to engage with stakeholders.
  • Develop an understanding of body language and how to communicate presence when pitching.
  • Understand how building relationships with journalists can contribute to securing press coverage for your communication initiatives.
  • Explore how communication can be used to influence change within and beyond your network.
  • Discover how embedding purpose and cultivating organisational culture can affect change within an organisation.
  • Learn how new internal communication tools can be used to build more inclusive communities.
  • Establish how best to communicate your CSR ideas and programmes to internal and external audiences.


Finance for Non-Finance Professionals

  • Understand how to use strategic analysis tools (Five Forces, PESTEL, value chain, win/loss analysis) to help the process of decision making and in setting the right goals and objectives.
  • Learn about the strategic and operational role of an organisations finance function.
  • Explore financial management tools and how to select the appropriate tool.
  • Learn about the principles of accounting and financial reporting.
  • Gain insight into forecasting, preparing and managing budgets.
  • Learn how to develop an Scope of Work.


The New Media Landscape: Communicating effectively

  • Examine different communication approaches and techniques.
  • Review the best practice approaches to writing for various mediums.
  • Learn about new social media channels and identify which channels are suitable for your organisation.
  • Understand the impact of social media and exposing your brand and person to risk.
  • Establish your identify online: how to use social media to establish yourself as a thought leader.
  • Explore the attributes that contribute to becoming an effective communicator.
Bespoke Solutions

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