Public Relations & Communications

 Day 1: Introduction and Welcome: The Power of Communication

• Introduction and welcome

• Course programmed, design and options

• Opening exercise: Goal setting

• Corporate Affairs and Public Affairs approaches

• Corporate identity and image

• Corporate communications overview and strategy

• External reputation management Communication as a change agent

• Communication as a goal for all managers

Day 2: From the Inside Out: Crafting Consistent Messages

• Internal communications

• Family and friends as Stakeholder

• Measuring emotional capital

• Communications channels mapping and monitoring

• Setting internal communications goals

• New media for rapid interaction

• Champions, opinion formers, and incentivization

• The place of the company magazine/newsletter

• The multinational internal communications program

• Commitment from internal decision-makers

Day 3: Risks and Threats: Their Identification and Management

• Single issue politics

• Special interest groups

• Whistleblowers and the rules of disclosure

• External opinion formers

• Cause-related PR and core values

• Campaigns, their design, and planning

• A crisis management toolkit

• Stakeholder interest inventories

• Opinion former networks

 Day 4: Corporate Affair/PR in the Corporate Mix

• PR in the communications mix

• PR in the marketing mix

• Direct response PR

• Financial PR

• PR and strategy

• Brand PR

• Persuasion measurement techniques

• Integrating PR/Communications and marketing plans

• The art of leveraging

• Corporate affairs and customer relations

 Day 5: Powerful and Persuasive Action Planning

• Measurement of performance: bottom-line impact

• Translating strategy to tactics

• Horizons for PR and corporate affairs development

• Tools and Techniques summary: a tactical inventory

• Recruiting allies: a networking approach

• Justifying the plan and convincing top management

• Making the most of other disciplines to maximize results

• Individual and group consultancy

• Further sources of help and information