Key Information

  • Course Code: MPRS103
  • Duration: 2 weeks
  • Fee: £5125

Course outline

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

  • Media relations or public relations?
  • Media publicity and media relations
  • Media and political perspectives
  • Practical media relations
  • Digital public relations: beyond media relations

Internal Communication

  • 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

Issue Management

  • 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

Public Affairs

  • Locating the role of public affairs within the organization
  • The scope of public affairs
  • Lobbying
  • 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

Corporate Communication

  • The purpose of corporate communication (or frameworks for practice)
  • Corporate communication in practice
  • The organizational context: how corporate communication fits into organizational structures

Target audience

This Public Relations Management course is suitable for:

  • Chief Communications Officers
  • Public relations and communications directors, managers, practitioners, and staff.

Learning outcomes

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.
Program taught in:
  • English

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Last updated September 10, 2019
This course is Campus based
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Mar 23, 2020
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