Advanced Strategic Public Relations Management
Course
In Hammersmith
Description
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Type
Course
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Level
Advanced
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Location
Hammersmith
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Duration
2 Weeks
Upon completion of this public relations training courses, you will be able to understand:
The principal external influences and the organisational context in which public relations planning and management is undertaken.
How to use strategic tools to analyse the external and organisational context.
How to plan a research-based strategic campaign or programme.
How to effectively manage and evaluate the impact of campaigns and programmes.
The importance and implications of living in a ‘brand society’.
Key concepts of corporate image, reputation and identity.
The process of reputation management (corporate branding).
Media relations from historical and professional/ethical perspectives.
The distinction between editorial and advertising approaches to media placement.
Media relations from media and political perspectives.
Media relations practice.
Internal communication in practice.
The employee/employer relationship within contemporary organisations and their environments.
Communication roles for effective leadership and management.
Corporate strategies, tactics and evaluation methods for communicating with employees.
Concepts of community involvement, corporate social responsibility and cause-related marketing.
Key principles of community relationship building and how to apply this understanding to simple, meaningful scenarios.
Issues arising from an organisation’s community involvement.
Corporate strategies for integrating corporate social responsibility and community programmes into the business plan from a stakeholder perspective.
How to characterise an issue and the difference between issues and other management problems.
That issues progress through a life cycle and the stage an issue has reached.
Characteristics of issues and the different driving forces of corporate and activist issues.
Issue management as both a communication discipline and as a component of broader strategic thinking.
Facilities
Location
Start date
Start date
About this course
Chief Communications Officers
Public relations and communications directors, managers, practitioners and staff.
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The average rating is higher than 3.7
More than 50 reviews in the last 12 months
This centre has featured on Emagister for 5 years
Subjects
- Internal Communication
- Public Relations
- Marketing
- Marketing Communications
- Branding
- Media Relations
- Reputation Management
- Public Affairs
- Corporate Image
- Image
- Consulting
- Public
- Planning
- Communications
- Communication Training
- Corporate Communication
- Media
Course programme
- The importance of context
- External environment
- Internal environment
- Strategic public relations programmes and campaigns
- Systems context of planning
- A planning template
- The controversy of image in public relations
- Corporate image and reputation
- Corporate identity
- Reputation management and corporate branding
- Measuring corporate image and reputation
- Media relations or public relations?
- Media publicity and media relations
- Media and political perspectives
- Practical media relations
- Digital public relations: beyond media relations
- Purpose of internal communication
- Changes in the external environment affecting an organisation’s internal communication
- The changing employee/employer relationship
- Communication roles of leaders and managers
- Organisational culture and values statements
- Developing an internal communication strategy
- Corporate community involvement (CCI) programmes
- Employees and community programmes
- Cause-related marketing (CRM)
- Developing community programmes
- Evaluation community programmes
- The rise of issue management
- Tools and processes
- Developing an issue strategy
- Evolution of issue management
- Where do crises come from?
- How to prepare for a crisis
- Communicating during a crisis
- The Internet and crisis public relations management
- Locating the role of public affairs within the organisation
- The scope of public affairs
- Lobbying
- Public affairs management
- The marketing communications toolbox
- Segmentation, targeting and positioning (STP)
- Branding and integrated marketing communications
- Planning for integration of the marketing communications mix
- The purpose of corporate communication (or frameworks for practice)
- Corporate communication in practice
- The organisational context: how corporate communication fits into organisational structures
Advanced Strategic Public Relations Management