Overview

This PR training course covers five professional development pillars for public relations
You will learn innovative approaches to crisis, reputation and issues management
Topics include communication strategy and planning, social media, crisis and CSR

After this course you will be able to:

  • Create an online communication strategy for your organisation
  • Establish readiness for crisis communication to mitigate reputational damage
  • Conduct a reputational risk assessment and issues mapping process
  • Design a clear, concise, integrated communication strategy
  • Plan a communication campaign rigorously using practical tools
  • Design and implement a CSR strategy for your organisation
  • Plan effective community and employee engagement programmes and campaigns

Who should attend?

This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques. This course is recommended for communications and PR specialists seeking a mid-career boost and skills update as part of their professional development.

Learning outcomes

  • Create an online communication strategy for your organisation
  • Establish readiness for crisis communication to mitigate reputational damage
  • Conduct a reputational risk assessment and issues mapping process
  • Design a clear, concise, integrated communication strategy
  • Plan a communication campaign rigorously using practical tools
  • Design and implement a CSR strategy for your organisation
  • Plan effective community and employee engagement programmes and campaigns

Outline

Day 1: Crisis management

This module covers how to repair corporate reputation in a crisis by communicating rapidly and effectively.

  • Crisis communication strategy
  • Crisis radar: risk assessment and issues mapping
  • Crisis systems, teams and protocols
  • Crisis communication resources and planning

Day 2: Reputation and Issues Management

This module covers how to manage corporate reputation strategically in communication and stakeholder engagement. Topics include:

  • Reputation management
  • Authenticity
  • Stakeholder engagement
  • Issues management

Day 3: Communication strategy

This module covers how to create a rigorous communication and PR strategy using a powerful but straightforward development model.

  • Principles and essentials of communication strategy
  • Stakeholder mapping and channel segmentation
  • Channels and tactics
  • Channels and tactics

Day 4: Corporate Responsibility

This module covers how to build goodwill through holistic business practices, community and employee engagement.

  • Principles and essentials of corporate responsibility
  • Building best practice into a CSR strategy
  • Designing CSR programmes
  • Implementing CSR programmes

Day 5: PR campaigns

This module covers the complete process of translating communication strategy into real-world results.

  • Communication campaign planning
  • Universal platforms for effective campaigns
  • Practical communication project management
  • Managing suppliers and working with agencies
ISOC trainers

Training staff include

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