Strategic Public Relations

KEY INFORMATION

  • Course Code: MPRS103A
  • Duration: 1 week
  • Fee: £2695

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 of 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 community programmes

Target audience

This PR workshop 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.

WHAT IS INCLUDED:

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

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Last updated September 10, 2019
This course is Campus based
Start Date
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Mar 23, 2020
Duration
1 week
Full-time
Price
2,695 GBP
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