Course Objectives:

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

Designed For:

• 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

Outline: 

Introduction and Welcome: The Power of Communication

• Introduction and welcome
• Course coursed, 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

From the Inside Out: Crafting Consistent Messages

• 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 course
• Commitment from internal decision makers

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

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

Powerful and Persuasive Action Planning

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

Training Methodology:
This interactive training course includes the following training methodologies as a percentage of the total
tuition hours:-
• 30% Lectures, Concepts, Role Play
• 30% Workshops & Work Presentations, Techniques
• 20% Based on Case Studies & Practical Exercises
• 20% Videos, Software & General Discussions

Certificates

A Certificate of Completion will be issued to those who attend & successfully complete the programme.

Schedule

  08:30 – 10:15 First Session

 10:15 – 10:30 Coffee Break

10:30 – 12:15 Second Session

 12:15 – 12:30 Coffee Break

12:30 – 14:00 Third Session

 14:00 – 15:00 Lunch

 Fees

 The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack is: