Public Relations and Corporate Communication

Changing PR, Marketing and Media Landscape

Introduction to the course

Course details

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

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.

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

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

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

Professional certificate & Accreditation

Enhance your public relations skills and develop corporate communications toolkit to target specific audiences and assess outcomes through this 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.

Enroll now

We do not have sessions available at the moment, click the button below and request a session that suits you
Course customization available
Course customization available

This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly

    KC Academy
    Typically replies within an hour

    Hi there 👋
    My name is Lily. Please tell me how I can assist you..
    Chat with Us