The Shift from Old to Modern Communication in The Public Sector

Course Overview:

Communications in Public Relations are at the heart of the business performance. Modern methods, tools, and channels have greatly increased the speed at which communications can be experienced. Thus the option to change public policymaking considerably by creating the possibility to collect and analyze data quickly, make it available to different stakeholders and also increase citizens' participation in both co-creating policies and co-producing services. While mostly in these processes the possibility to evaluate policy and provide immediate feedback by citizens is emphasized, these changes can also make citizens more accountable for their decisions

Course Objectives:

At the end of this course the participants will be able to:

Set Corporate Affairs in strategic anticipatory and effective context
Develop an understanding of stakeholder programs for regular, focused communication
Examine the development of Corporate Affairs tools
Understand the development of strategy/plans/tactics and coordinate these
Evaluate and the use of research
Learn the tools and techniques required to manage reputation in a complex media environment
Manage knowledge within the business for effective media management
Shape external perceptions of their organization by first-class corporate internal communications
Develop a strategic approach and a clear plan of action

Course Coverage:

Topic 1: The Power of Communication:

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

Topic 2: From the Inside Out: Crafting Consistent Messages:

Internal communications
Family and friends as Stakeholders
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

Topic 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

Topic 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

Topic 5: Powerful and Persuasive Action Planning:

Measurement of performance: bottom-line impact
Translating strategy into 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

Topic 6: International Communication on CSR & Sustainability:

Communications and reporting revolution (what happened and what it means).
Strategic approaches to sustainability reporting and communications.
Making reporting and communication work for you and your organization.
Sustainability Reports (do we need one, to what standard, what to include).
Global Reporting Initiative.
How to create and implement a sustainability reporting and communications strategy.

Topic 7: Common mistakes in CSR communication:

Discuss the common mistakes to avoid to help your CSR work and investments to better create and preserve value for shareholders and the community

Targeted Participants:

Corporate Communications Practitioners and/or Managers
Public Relations Officers and/or Managers
Marketing Officers and/or Managers
Digital and Social Media Specialists
Internal Communications Practitioners
Professionals Wanting to Improve Communications in Their Areas of Responsibility