Public Relations and Corporate Communication
Build, protect and communicate your organisation's reputation with confidence.
About this course
Build, protect and communicate your organisation's reputation with confidence. Over five days you will map stakeholders, shape key messages, and write press releases, statements and talking points that are clear and credible.
You will learn how to work with journalists, prepare spokespeople for interviews, communicate with employees and plan for the moments that test reputation most. A crisis simulation on the final day lets you draft statements under pressure and run a mock press conference.
What you'll learn
- Explain the role of public relations in building and protecting reputation
- Identify stakeholders and plan targeted communication
- Write effective press releases, statements and key messages
- Build constructive relationships with journalists and media outlets
- Prepare spokespeople for interviews and press events
- Plan and manage communication during a crisis
- Evaluate the results of PR activities
Curriculum
- PR, marketing and corporate communication compared
- Reputation as an organisational asset
- The communication function within an organisation
- Ethics in public relations
- Mapping internal and external stakeholders
- Setting communication objectives
- Key messages and message houses
- Building an annual communication plan
- Press releases that get read
- Statements and fact sheets
- Speeches and talking points
- Writing for organisational websites and social media
- How newsrooms work
- Building a media list
- Pitching stories to journalists
- Organising press conferences and events
- Preparing for interviews
- Bridging and staying on message
- Television, radio and online interviews
- Practice interviews with feedback
- Engaging employees
- Channels for internal messages
- Communicating change
- Leadership communication
- Types of crises and early warning signs
- Crisis communication plans and teams
- The first hours of a crisis
- Social media during a crisis
- Recovering reputation afterwards
- Outputs, outcomes and impact
- Media monitoring and analysis
- Reputation and sentiment measures
- Reporting to management
- Simulated crisis scenario
- Drafting statements under time pressure
- Mock press conference and debrief
Who it's for
PR and communication officers, managers and spokespeople who represent their organisation to the media and the public.
Before you start
- Good written and spoken communication skills
Part of these Alalamia diplomas
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