Advanced Strategic Public Relations Management


Program Description

Key Information

  • Course Code: MPRS103
  • Duration: 10 days
  • 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.
Last updated Mar 2020

About the School

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all o ... Read More

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all over the world. Read less