Public Relations and Corporate Communication Training Course

INTRODUCTION TO THE COURSE

COURSE DETAILS

OBJECTIVES

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

Explore the difference between PR and marketing
Explore the range of contemporary professional practice
Discover how to tell your story and ‘sell it to the media
Learn about the neurosciences and their role in today’s communications
Discover the role of social media and influencer marketing in PR
Evaluate your PR and how to research issues, campaigns and audiences
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

TRAINING METHODOLOGY

This training course is an intensive, updating training course illustrated throughout with practical examples. It is highly activity-based and uses group work extensively alongside case-studies, demonstrations, lectures and videos. It focuses on strategic insight, practitioner skills, tools and techniques for the effective management of these important business functions.

ORGANISATIONAL IMPACT

Your company will benefit in the following ways:

Increase the availability of skilled PR staff to develop reputation
Improved communication and audience targeting strategies
Achieve greater audience engagement and response
Increased coordination of and support for everyday communication
Stronger brand communication
Increased protection from potentially damaging crises
A stronger bottom line

PERSONAL IMPACT

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

Improved ability to target specific audiences and assess outcomes
Greater understanding of how to choose media use them well
Improved writing skills
Improved skills in creating new approaches and content
Greater ability to affect other people’s actions
Understanding of change and how to enable it

WHO SHOULD ATTEND?

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

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

DAILY AGENDA

Day 1 : What is PR?

Definitions of PR and their evolution
A brief and useful history of PR and marketing
The psychology of behaviour and persuasion
Stakeholders, publics and audiences – their identification and measurement
Key Skills for Communicators and Marketers
A Problem-solving Approach to Communications

Day 2: Media Old and New

Connecting with Stakeholders – multi-channel communications
Content marketing
Content creation and curation
Influencer Marketing
Champions and Opinion Formers
Media Relations- print and broadcast

Day 3: Channel Management

PR campaigns
Events
Using your website
Social media
Omnichannel stakeholder communications
Integrated Media Relations

Day 4: Your Skills Toolkit

Creating a press release
Story writing and Identity
Maintaining corporate Identity, Tone and Style
Videography and Viral Content
Project management and planning
Risk identification and management

Day 5: Evaluation, Analysis and Planning

Output - Out-take and Outcome - a systematic approach to evaluation
Evidence-based decision-making
Ethics
Planning and Strategy
SMART Objectives and KPIs
Continuous professional development

Day 6: 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 7: 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 8: Stakeholder Communications

Mapping your regular stakeholders
Different stakeholder journeys
Moments of truth and touchpoints
Internal communications
Knowledge sharing
Crisis communication

Day 9: 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 10 : 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

Certificate

On successful completion of this training course, KC ACademy Certificate will be awarded to the delegates.

ENROLL NOW

CLICK ON A DATE TO ENROLL AND SAVE YOUR SEAT

Notify Me When Available

RELATED CATEGORIES

Public Affairs

Communication Skills