Public Relations & Communications in the Public Sector

Course Overview:

Public Relations and Communications are at the core of business performance. Different modern methods, tools, and channels have greatly increased the speed at which communications can be experienced, from local to global. A possible difference between public relations and communications is the exchange of information. Sometimes, public relation is a one-way channel that imposes information in an attempt to have a more favourable public image. Communications may be more rooted in the two-way functionality of receiving feedback and making changes based on information collected

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 through 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 is 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

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