Public Relations Management

KEY INFORMATION

  • Course Code: MPRS103B
  • Duration: 1 week
  • Fee: £2645

COURSE OUTLINE

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 training course is suitable for:

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

Learning outcomes

Upon completion of this PR training course, you will be able to understand:

  • 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.
  • The 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.

WHAT IS INCLUDED:

  • 30 hours of classroom-based training
  • Apple iPad
Program taught in:
  • English (US)

See 131 more programs offered by London Business Training & Consulting »

Last updated September 10, 2019
This course is Campus based
Start Date
Request Info
Mar 30, 2020
Duration
1 week
Full-time
Price
2,645 GBP
Deadline
By locations
By date
Start Date
End Date
Application deadline
Start Date
Mar 30, 2020
End Date
Apr 3, 2020
Application deadline
Start Date
July 20, 2020
End Date
July 24, 2020
Application deadline
Start Date
Nov 23, 2020
End Date
Nov 27, 2020
Application deadline
Location
Application deadline
End Date

Mar 30, 2020

Location
Application deadline
End Date
Apr 3, 2020

July 20, 2020

Location
Application deadline
End Date
July 24, 2020

Nov 23, 2020

Location
Application deadline
End Date
Nov 27, 2020