Public Relations and Corporate Communication

Changing PR, Marketing and Media Landscape

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

16 - 27 Oct 2022
$ 9,900
$ 4,950



10 Days

Public Relations

Classroom Online



This training seminar is split into two modules:

MODULE I - Public Relations

MODULE II - Corporate and Organisational Communication

Each module is structured and can be taken as a stand-alone training course; however, delegates will maximise their benefits by taking Module 1 and 2 back-to-back as a 2-week training course.


If any professional area is in constant change, it is Public Relations and Corporate Communication. The impact of rapidly evolving technology, dramatic changes in consumer habits and expectations and the risks facing most organisations have led to initiative fatigue and uncertainty among practitioners. As it is difficult to keep pace, we have designed this exciting 10-day training course to enable busy practitioners to keep pace and to give newcomers an up-to-date overview. As well as the formal program, we have built in plenty of opportunity for attendees to raise and pursue their own key issues with the benefit of expert tuition and support.

This KC Academy training course will highlight:

  • The New Rules of Marketing and Communications
  • The changing roles of communications professionals
  • The use of multiple media channels whether paid-for, owned, shared or earned to reach your target audiences
  • How to Create Content that engages attention and makes readers return
  • The use of video and audio and ways to produce low-cost content
  • The ways in which successful brands are developed
  • The art of coordinating without needing power
  • Strategic thinking and planning
  • Stakeholder communication
  • Marketing communications


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

Course Outline

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


 Channel Management

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


 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


 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
Bespoke Solutions

Contact Us To Discuss Running This Course for Yourself or Your Organisation

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