Public Relations and Communications are at the heart of business performance. Modern methods, tools and channels have greatly increased the speed in which communications can be experienced, from local to global Public Relations and Mass-market Communications are at the heart of business performance. Modern methods, tools and channels have greatly increased the speed in which communications can be experienced, from local to global. Global organizations are realizing that their corporate communications and marketing functions need to work closely to communicate with stakeholders. This growing interdependence has partly been driven by the impact of online communications on organizational reputation. This course recognizes this industry shift and explores the drivers and dynamics of modern corporate communications and its relationship with marketing and public relations. You focus on stakeholder management, global strategic marketing, brand management, reputation management, media relations and social media.
Understanding Public Relations terms and concepts
Models of Public Relations
Elements of Public Relations
Foundation principles of Public Relations
Evolution of Public Relations
Essential components of Public Relations
Tools of Public Relations
Strategic development in Public Relations
Target audience
Media strategy
Defining goals and objectives
Understanding your audience
Understanding your competition
Developing a team
Organizing activities
Establishing a working strategy
Identifying and prioritizing stakeholders
Market research for Public Relations
Developing messages for diverse demographics
Transcultural communication.
Introduction to campaigns
Theories of campaigns
Campaign design, research and implementation
Developing and evaluation frameworks for campaigns
Introduction to crisis management
Establishing a crisis management team
Crisis action prevention
Crisis management damage control models
Emergency response plans
Business continuity management systems
Understanding ethical codes of conduct in Public Relations
Models for ethical behavior
Ethical theories in Public Relations
Workplace ethics and the Law
Public perception and client relations
Welcome and Introductions
Program overview, design and options
Opening Exercise: goal setting
The Big Picture: overview and PR strategy
When Public Relations should be used
Corporate Identity and Image: establishing a positive image and identity
Becoming a Neighbor of Choice: external reputation management
Leaders’ Role in Managing Communications
The expectations of employees and employers
Understanding audiences
Plotting the stakeholder communication journey
Getting the message out to audiences
Storytelling
Empowering employees through social media
Steps for creating clear content that has impact
Developing trust and credibility with senior leaders
Media Relations best practices
Effective event management
Developing a crisis management toolkit
Hosting VIP visits
Protocol in practice
Financial PR activities and roles
Multinational and global communication challenges
Planning for the unexpected
Using communication activities to manage risk to reputation
Repairing a damaged reputation
Identifying opinion formers and influencers
Engaging with key decision makers
Principles for building sustainable relationships with decision makers and influencers
VIP and political contact programs
Monitoring political activities
10 stages of PR planning
Using market research to plan PR activities
Developing measurable objectives for activities
Identifying core messages
Developing practical communication toolkits
Creating a schedule of PR activities
Measuring outputs, outcomes and value
Set Corporate Affairs in its strategic anticipatory and effective context
Develop an understanding of stakeholder programs for regular, focused communication activities
Examine the development of Corporate Affairs tools
Understand how to develop and coordinate strategy, plans and tactics
Evaluate the use of research.
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