Overview

This course covers the following modules:

  • Strategic management for communications and PR departments
  • Operational communication management: policies, processes and resources
  • Programme management, measurement and evaluation
  • Managing and leading a PR team

Who should attend

This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

This course is recommended for senior communications professionals responsible for designing or supervising a press office or communication team for any kind of organisation. It is suitable for anyone responsible for managing communication campaigns and programmes at a senior level.

Learning outcomes

After this course you will be able to:

  • Analyse the roles and functions of an ideal communication department
  • Articulate and implement strong guiding principles for press office management
  • Create and adapt high quality policies, procedures, materials and resources
  • Improve the efficient running of your own communication department
  • Design and implement best-practice measurement and evaluation systems
  • Manage and lead a PR team effectively

Course outline

Strategic management for communications and PR departments

This module covers best practice in running a PR function, from the perspective of communication managers and directors.

  • Role of the press office
  • Best practice principles
  • Goals and objectives
  • Success factors

Operational communication management: policies, processes and resources

This module covers how to design operational systems and resources based on best practice from successful organisations and practical templates.

  • Protocols and policies
  • Materials and resources
  • Workflow management

Programme management, measurement and evaluation

This module covers how to measure, analyse and evaluate the impact and value of high-profile PR and communications programmes.

  • Rationale and challenges
  • Trends and best practice
  • Measurable objectives
  • Metrics and tools

Managing and leading a PR team

This module covers how to structure, organise, develop and motivate a team of communication professionals.

  • Team roles and workflow
  • Nurturing and leading your team
  • Leadership core competencies
  • Budgeting for people

Looking for more?

Advanced Communications and PR Management is a standalone course — but you can also take it as part of one of the following longer Programmes:

Intensive Media Relations Programme (5 days)

Strategic Communications and PR Programme (5 days)

 

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