PR and Communications are at the heart of business performance. In this program you will learn:

• The tools and techniques required to manage reputation in a complex media environment
• How to manage knowledge within the business for effective media management
• How to shape external perceptions of your organization by first class corporate internal communications
• How to develop a strategic approach and a clear plan of action

Introduction and Welcome: The Power of Communication

• Introduction and welcome
• Course programmed, design and options
• Opening exercise: Goal setting
• Corporate Affairs and Public Affairs approaches
• Corporate identity and image
• Corporate communications overview and strategy
• External reputation management Communication as a change agent
• Communication as goal for all managers

From the Inside Out: Crafting Consistent Messages

• Internal communications
• Family and friends as Stakeholder
• Measuring emotional capital
• Communications channels mapping and monitoring
• Setting internal communications goals
• New media for rapid interaction
• Champions, opinion formers and incentives
• The place of the company magazine/newsletter
• The multinational internal communications program.
• Commitment from internal decision makers

Risks and Threats: Their Identification and Management

• Single issue politics
• Special interest groups
• Whistleblowers and the rules of disclosure
• External opinion formers
• Cause related PR and core values
• Campaigns, their design and planning
• A crisis management toolkit
• Stakeholder interest inventories
• Opinion former networks

Corporate Affair/PR in the Corporate Mix

• PR in the communications mix
• PR in the marketing mix
• Direct response PR
• Financial PR
• PR and strategy
• Brand PR
• Persuasion measurement techniques
• Integrating PR/Communications and marketing plans
• The art of leveraging
• Corporate affairs and customer relations

Powerful and Persuasive Action Planning

• Measurement of performance: bottom line impact
• Translating strategy to tactics
• Horizons for PR and corporate affairs development
• Tools and Techniques summary: a tactical inventory
• Recruiting allies: a networking approach
• Justifying the plan and convincing top management
• Making the most of other disciplines to maximize results
• Individual and group consultancy
• Further sources of help and information 

A variety of methodologies will be used during the course that includes:

• (30%) Based on Case Studies
• (30%) Techniques 
• (30%) Role Play
• (10%) Concepts
• Pre-test and Post-test
• Variety of Learning Methods
• Lectures
• Case Studies and Self Questionaires
• Group Work
• Discussion
• Presentation

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session