- Course Code: MPRS103
- Duration: 2 weeks
- Fee: £4095
Public Relations Planning
- The importance of context
- External environment
- Internal environment
- Strategic public relations programmes and campaigns
- Systems context of planning
- A planning template
Corporate Image, Reputation, and Identity
- The controversy over the 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 organization’s internal communication
- The changing employee/employer relationship
- Communication roles of leaders and managers
- Organisational culture and values statements
- Developing an internal communication strategy
Managing Community Involvement Programmes
- Corporate community involvement (CCI) programmes
- Employees and community programmes
- Cause-related marketing (CRM)
- Developing community programmes
- Evaluation of community programmes
- The rise of issue management
- Tools and processes
- Developing an issue strategy
- Evolution of issue management
Crisis Public Relations 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 organization
- The scope of public affairs
- Public affairs management
Integrated Marketing Communications
- 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 organizational context: how corporate communication fits into organizational structures
This Public Relations Management course is suitable for:
- Chief Communications Officers
- Public relations and communications directors, managers, practitioners, and staff.
Upon completion of this course, you will be able to understand:
- The principal external influences and the organizational context in which public relations planning and management are undertaken.
- How to use strategic tools to analyze the external and organizational 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 organizations 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 organization’s community involvement.
- Corporate strategies for integrating corporate social responsibility and community programmes into the business plan from a stakeholder perspective.
- How to characterize 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.
- How to develop a basic issue strategy using a four-step plan.
- Concepts of crisis and crisis management.
- The value of communication to crisis public relations management.
- Different crisis types and how the crisis type affects crisis communication.
- Key principles in crisis public relations management.
- How to apply principles of crisis public relations management to actual crisis cases.
- The effects of the Internet on crisis public relations management.
- Nature, role, and scope of the public affairs function and its relationship with public relations.
- Key theories, principles and their development and application in contemporary public affairs.
- The potential contribution that public affairs can make to organizational strategies and goal attainment.
- The knowledge, skills, and competencies required of today’s public affairs professionals.
- How to analyze and apply public affairs theories/principles to practice.
- Integrated marketing communications issues.
- The importance of integrated marketing communications to organizations and their publics.
- Key principles and methods used to integrate marketing communications activities.
- How to apply key principles of integrated marketing communications to real-life scenarios.
- How corporate communication is conceptualized and practiced, recognizing the implications of different perspectives.
- The influence of different ways of conceptualizing corporate communication (from a marketing as opposed to a PR or organizational communication mindset) when reviewing public relations practice and the implications of this.
- How to select effective frameworks for analyzing the purpose and practice of corporate communication – using concepts of legitimacy and social capital – to identify key objectives.
- That the ability to practice corporate communication in particular ways is affected by how the function is placed within (or integrated into) organizational structures.
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Last updated September 22, 2018
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