PR & Reputation Management Diploma
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Excellent content, great trainers - thank you! I'll be putting all the brilliant advice into practice soon.
← | →
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I love LSPR’s approach: small groups, workshops. I really appreciate John’s and Dalal’s lectures. I heard many new ideas though John’s presentations. I would like to have more digital approach in terms of providing materials. I will recommend this course to my colleagues in PR field.
Maria , Head of PR and Internal Communications
← | →
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It was an enriching course in many respects, rewarding and interesting, very pleasant warming atmosphere. The staff and trainers were very nice. I learned lots of new knowledge with an excellent practice-related content. You are fantastic! I especially liked the critical thinking approach.
← | →
Course
In London
Boost your PR career with LSPR!
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Type
Intensive workshop
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Level
Intermediate
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Location
London
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Class hours
30h
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Duration
5 Days
PR & Reputation Management Diploma is a course which will teach students on how communication within a company can be improved, in order to achieve its main goals. The course provides delegates with a clear overview of the key concepts involved in managing and developing organisational communications and reputation. The course is focused on how PR is evolving into a more business-led, holistic approach best termed "reputation management".
Emphasis is placed on how organisational, brand and managerial communications can be developed, so that a consistent, values-based approach is achieved, aligned with brand strategy. One of the principal messages of the course is how PR professionals can adapt to the new technology ecosystem, filled with social influence, apps, and customer participation and interaction. Emphasis is placed on the proactive, strategic management of brands and their communication to a wide range of stakeholders.
During five days students will be taught on a wide range of topics from Reputation Management to Corporate Social Responsibility. The course will be of specific benefit to anyone who wants to gain an overview of current practice in branding and communication strategies, with a focus on managing the overall reputation, identity and positioning of a brand. The training has a multidisciplinary approach that reflects the skills and knowledge currently needed in the market to develop, control and defend a brand. Emphasis is on practical application of current issues taking place in the industry.
Do not hesitate to get in touch and ask for information, as this course will further develop your PR skills.
Facilities
Location
Start date
Start date
About this course
To learn the latest skills needed to progress your career in PR and communications. A very practical course with up-to-date content.
PR and communications professionals who want to learn about the best current PR practices and brush up their communications skills.
Previous experience within PR is not a requirement. A key feature of our approach is that if you have a good education and commercial experience, you should be able to learn quickly. Our courses provide the important balance between theory and practice so as to enable a delegate to quickly understand what a modern PR and reputation practitioner has to deal with. The training materials and content are very practical and hands-on, designed for a delegate to apply the skills to the job at hand.
CPD Diploma
Key concepts involve creating cohesive communication strategies, managing corporate identity, positioning of a brand, pre-crisis planning, creating an effective CSR platform, online brand presence and reputation management.
You will be contacted by a course advisor who will send you general information on the course and start dates and how to book your place. You will be encouraged to contact us back, in order that we can answer specific questions and provide you with the details you are looking for.
Yes. LSPR is one of the largest providers of educational training globally. We currently have franchise operations in: Bosnia, Croatia, Czech Republic, Macedonia, Latvia, Malaysia, Poland, Russia, Serbia, Slovenia, Syria, Turkey and the USA. In Poland and the Czech Republic, LSPR works in conjunction with the National PR Associations, ZFPR in Poland and APRA in the Czech Republic. In addition, many of the PR agencies that we work with are ICCO members.
No. Please contact the Course Director if you have any questions relating to entry.
LSPR has been established since 1992 and has gained an excellent reputation globally. LSPR is approved and recognised by the CPD Certification Service. Furthermore, it is supported by the Centre for Crisis and Issue Management in London, a leading international think tank and consultancy that specialises in crisis management and corporate vulnerability/resilience.
LSPR's Advisory Board acts as an independent control body to help monitor the quality of LSPR's work such as the setting and marking of the examination papers and project. We also have a significant client base: some of our clients have included:
• Barclays Bank
• BBC
• BP
• CBI (Confederation of British Industry)
• Cartier
• Channel 4
• Orange
• Shell
• Walt Disney Company
LSPR is a recognised provider of training by the Embassy of the State of Qatar.
Reviews
-
Excellent content, great trainers - thank you! I'll be putting all the brilliant advice into practice soon.
← | →
-
I love LSPR’s approach: small groups, workshops. I really appreciate John’s and Dalal’s lectures. I heard many new ideas though John’s presentations. I would like to have more digital approach in terms of providing materials. I will recommend this course to my colleagues in PR field.
Maria , Head of PR and Internal Communications
← | →
-
It was an enriching course in many respects, rewarding and interesting, very pleasant warming atmosphere. The staff and trainers were very nice. I learned lots of new knowledge with an excellent practice-related content. You are fantastic! I especially liked the critical thinking approach.
← | →
Course rating
Recommended
Centre rating
Nelie Antonova
Maria Nazamutdinova
Anne Knour
Olubusola Osilaja
Antony George Mwangi
Subjects
- Public Relations
- Reputation Management
- Press Communications
- Presentation Skills
- PR training
- PR Strategy
- PR skills
- PR
- Media Relations
- International Public Relations
- Internal Communications
- Crisis Management
- Communication Skills
- Communication Training
- Press Release Writing
- Stakeholder Relations
- Brand Management
- Sponsorship management
- Brand Identity
- PR Research
Teachers and trainers (4)
Christopher Mason
Senior Trainer
Chris specialised in crisis communications planning and has 'hands-on' experience of dealing with news events of national and international interest. At the CAA he managed a programme of media training courses for key staff and during his time at the Metropolitan Police set up and ran a series of training exercises for Information Officers on COI media training courses. Throughout Chris’s career he has been responsible for training and mentoring a succession of new entrants to the PR profession and always found this to be a rewarding and enjoyable role.
Dalal Nageh
Course Director and Trainer
Dalal is the LSPR Course Director and Senior Trainer in Corporate Identity and Sponsorship. During the Libyan revolution in 2011, Dalal was an advisor for a group of professionals who wanted to bring humanitarian assistance to the Libyan people. She also advised the Transitional National Council on message framing, stakeholder engagement, as well as developing awareness campaigns and helped draft press releases that were approved in the UK media and with the Prime Minister's Office in Downing Street.
John Dalton
Director of LSPR Worldwide and Senior Trainer
John has taught reputation management and related disciplines in over 30 countries. He is also the author of many books and has published countless business and economic articles. In 2012 John contributed to a major book on Reputation Management, published by Bloomsbury, along with some of the leading authorities in crisis and reputation management globally. In 2012 John also became Director of the Centre for Issue and Crisis Management, which acts as both a think tank and an advisory service to multinational corporations exploring global risks to their brands.
Susan Croft
Senior Trainer - Branding and Brand Management
Susan is a co-founder and Executive Director of Skill-Pill Mobile Learning, offering mobile learning and information solutions to businesses.Susan is a member of the Advisory Board of the London School of Public Relations and a partner of ASC Training & Consulting. As a trained journalist she worked on a London newspaper in the early part of her career. She also specialises in media and public speaking training for executives, educators and professionals. As an international trainer, Susan teaches at a number of leading Universities in the USA, including San Jose State and USF (Tampa).
Course programme
DAY ONE | MORNING
Introduction to PR
- Outline of the course: key areas to be covered and their interrelationship
- Overview of the changes in the PR industry and the roles within it
- The relationship between PR and reputation management
- The importance of taking a holistic view of organisations
- Overview of terminology and interrelationship between corporate communications, corporate identity/image, brand communications and corporate reputation
- The importance of risk, issue analysis and proactive management
- The emerging trends that are shaping online communications
- The shift towards value communication and corporate responsibility
- The unifying brand concept and importance of brand equity
Reputation Management
- Introducing the importance of Reputation management
- Fundamentals of reputation management
- Importance of a "good reputation"
- Link with shareholder return
- Why reputation management is complex and requires strong teams and effective leadership
- Overview of a reputation management framework
- Effective methods of expressing corporate values and messages
- Online reputation management, visibility and SEO
- Monitoring and handling negative online comments
- Reputation audits and evaluation
Strategy 1 – Structure and Techniques,
Stakeholder Engagement and Message Development
- The basics of strategic thinking: strategic analysis, choice and implementation and evaluation
- Basic communication plans
- Is strategic planning still relevant?
- Strategic intent: role of vision and mission statements
- Internal and external analysis
- Tactics and actions: examples of effective communication techniques
- Evaluation of strategic plans
- Business intelligence and PR research
- Tools used in online reputation management
- Strategic development in reputation management (looking at issues and risk)
- Stakeholders and target audiences
- Stakeholder management and analysis: identification, mapping, and analysis
- Engaging with stakeholders
- Developing credible messages
- Message framing and delivery
- Reframing messages and keeping news away from outlets
- Online reputation management strategies: listening and engaging
- Handling activists
- NGOs and engagement
Corporate Social Responsibility
- CSR, business, society and reputation
- Overview of key terminology and concepts
- Arguments for and against
- Key concepts and terminology: CSR; sustainability; corporate social responsiveness; corporate citizenship
- The importance of green marketing
- CSR: market place, environment and society
- Role of NGOs and micro-constituents: bloggers and opinion formers
- Stakeholder management and corporate sustainability
- Business support for CSR
- Metrics and non-financial reporting
Corporate Identity, Positioning and Image
- The components of corporate identity (tangibles and intangibles)
- The link between identity, positioning and image
- Brand image development and reputation to form corporate identity
- Logos, slogans and names in brand identity
- The critical importance of positioning and perceptions
- The importance of strong identity in brand success
- Importance of colour and design thinking
- Brand architecture: corporate; endorsed, product – line
- Brand image development and reputation management
Sponsorship and Event Management
- Importance of sponsorship as a corporate communication tool
- Sponsorship and objectives
- Sponsorship - a powerful business tool
- Building blocks of sponsorship: contractual aspects and objectives and proposals
- Developing a sponsorship strategy in line with the overall corporate strategy
- How to structure and protect a relationship
- How to implement a sponsorship strategy – the success factors
- Benefits and good practice in sponsorship
- Impact of social media on sponsorship
- Evaluation of sponsorship and events
- Success factors in event management
- Managing successful events – the dos and don'ts
Corporate Risk and Issue Analysis
- The importance of risk analysis and management for corporate reputation
- The key concepts involved in risk management
- Risk assessment: hazard, control and opportunity risks
- Risk control: planning, mitigation and monitoring
- Risk architecture, strategy and protocols
- Strategic issue management: scanning identification; monitoring; analysis; options; implementation and evaluation
- Issues analysis and stakeholders
- Strategic responses and engagement
- Corporate governance and regulatory issues
Crisis Management
- Different types of crises and their characteristics
- Key stages of a crisis
- Pre-crisis planning: link with risk and issue analysis
- Acute phase: strategic response, stakeholders and message delivery
- Role and impact of social media during a crisis
- Resolution and recovery phase
- Dealing with ill-structured situations and ambiguity during a crisis
- Common mistakes when handling a crisis
- Resilience and vulnerability determination
Brand Management
- The fundamental importance of the brand concept
- How to develop a brand from a product
- What makes a brand successful?
- Brand management and brand strategies
- The importance and nature of brand equity
- Brand experience and narratives
- Brand e-strategies and social media platforms
- Brand IP protection and online reputation management
- Role of archetypes and narratives
- Brand metrics
Media Relations and Brand Advocacy
- Structure of the traditional and new/social media
- What makes a good news or PR story?
- What makes a good press release?
- How to engage with media
- Importance of media strategies for reputation control
- Techniques of media: traditional vs. social media
- Corporate communications and media: are firms becoming their own news agencies?
- Social media as news: role of bloggers and other critical influencers
- Why material gets rejected or simply ignored
- Identifying audiences and key stakeholders
- How journalists research their stories: role of blogs, wikis, Twitter etc Overview of the portfolio of technology platforms available and their interdependence: apps, Twitter, YouTube, Facebook etc
- Importance of corporate architecture: corporate, endorsed, product or line brands
- Difficult issues: advertising, attention, open source innovation; social media
- The declining influence of traditional media
- The problem of free!
- Issues relating to channel proliferation and complexity
- Evaluation of key models: Skype; Apple; Amazon; Dell; P&G; Google
Additional information
PR & Reputation Management Diploma