It considers strategies that will permeate the whole organisation along with specialist self-control within public relationships and business communications.
Programme overview, design, and options
Opening exercise: goal setting
The Big Picture: overview and PR strategy
When Public Relations should be used
Corporate identity and image: establishing a positive image and identity
Becoming a neighbour of choice: external reputation management
Leaders’ role in managing communications
The expectations of employees and employers
Understanding audiences: segmenting and prioritising
Plotting the stakeholder communication journey
Getting the message out to audiences
Storytelling: creating an unfolding story people pay attention to
Empowering employees through social media
Steps for creating clear content that has an impact
Developing trust and credibility with senior leaders
Planning for the unexpected
Using communication activities to manage risk to reputation
Repairing a damaged reputation
Identifying opinion formers and influencers
Engaging with key decision-makers
Principles for building sustainable relationships with decision-makers and influencers
VIP and political contact programmes
Monitoring political activities
Media Relations best practices
Effective event management
Developing a crisis management toolkit
Hosting VIP visits
Protocol in practice
Financial PR activities and roles
Multinational and global communication challenges
10 stages of PR planning
Using market research to plan PR activities
Developing measurable objectives for activities
Identifying core messages
Developing practical communication toolkits
Creating a schedule of PR activities
Measuring outputs, outcomes, and value
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