Public Relations and Corporate Communications (Certified Public Relations Officer)

Ref PR 640 PR 160 PR 361 PR 581 Dates 5 - 9 Dec 2010 20 - 24 Feb 2011 3 - 7 July 2011 4 - 8 Dec 2011 Venue Abu Dhabi Dubai Dubai Dubai Fees US$ 4150 US$ 4150 US$ 4150 US$ 4150 CPE Credits 30 30 30 30

• The tools and techniques required to manage reputation in a complex media environment
• How to manage knowledge within the business for effective media management
• How to shape external perceptions of your organisation by first class corporate internal communications
• How to develop a strategic approach and a clear plan of action

ILM CERTIFICATION

The Certified Public Relations Officer is endorsed by the Institute of Leadership and Management (ILM). Delegates will complete an assessment at the end of the programme and, if successful, will become certified with the ILM. The assessment will focus on the topics covered by this programme.

WHO SHOULD ATTEND?

• Public Relations professionals
• Other key personnel in the organization whose work involves contact and interaction with internal/external public
• Also beneficial to personnel who wish to learn how to use communication more effectively - possibly in the areas of personnel, marketing, sales, training and administration

• To set Corporate Affairs in strategic anticipatory and effective context
• To develop an understanding of stakeholder programmes for regular, focused communication
• Examine the development of Corporate Affairs tools
• Understanding the development of strategy/plans/tactics and co-ordinating these
• Evaluation and the use of research

• 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 goal for all managers

• 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 incentivisation
• The place of the company magazine/newsletter
• The multinational internal communications programme
• Commitment from internal decision makers

• 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

• 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

• 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 maximise results
• Individual and group consultancy
• Further sources of help and information

ASSESSMENT

Following attendance on the programme you are required to complete an assignment. You should bear in mind the topics covered on the training session and relate them to your own organisation when answering the questions.

Communication plays a major part of your role.

• Identify a minimum of four methods of communication which you use in your day to day activities
• Indicate, for each, any positive and negative aspects of these methods

You are given 4 weeks to complete the assignment.

 

To Register on this seminar, please click here