Overview

This five-day PR course is our flagship masterclass for senior communication professionals
You will share knowledge and best practice in a small-group format among high-level peers

Topics include strategy, management, internal, media and crisis communication

After this course you will be able to:

  • Feel up to date with thinking and practices at the most senior level in public relations
  • Reflect and discuss the latest ideas and developments in the industry
  • Develop complex and sophisticated communication strategies
  • Write, edit and advise on powerful and memorable speeches
  • Analyse the roles and functions of an ideal communication department
  • Create policies, procedures, materials and resources to facilitate the efficient running of your own communication department
  • Manage your organisation’s reputation in social media by shaping perceptions and conversations
  • Create an internal communication strategy for your organisation

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 PR managers, communications directors, agency account directors, communications managers, communications directors, government communications managers and directors.

Learning outcomes

  • Feel up to date with thinking and practices at the most senior level in public relations
  • Reflect and discuss the latest ideas and developments in the industry
  • Develop complex and sophisticated communication strategies
  • Write, edit and advise on powerful and memorable speeches
  • Analyse the roles and functions of an ideal communication department
  • Create policies, procedures, materials and resources to facilitate the efficient running of your own communication department
  • Manage your organisation’s reputation in social media by shaping perceptions and conversations
  • Create an internal communication strategy for your organisation

Outline

Day 1: Advanced Communication Strategy

This one-day module covers strategy at manager and director level, including creating and deploying sophisticated strategies for complex situations, large organisations, multiple countries and brands.

  • Evidence-based communication strategy: how to measure and prove the value of communication
  • Advanced strategy tools and concepts: specialised techniques for developing complex PR strategies
  • Justifying strategy: securing management support: how to get support from the top for ambitious PR strategies
  • Rolling out and managing a communication strategy: the systematic process of creating and deploying a PR strategy

Day 2: Speech Writing

This one-day module covers the art of writing entertaining, persuasive and memorable speeches.

  • Speech planning
  • Structure and flow
  • The spoken word
  • Key elements and delivery

Day 3: Reputation Management in a Digital World

This one-day module covers how to shape perceptions and conversations online using monitoring, search and content strategies.

  • Monitoring and engagement
  • Search optimisation (SEO)
  • Media engagement online
  • Blogging and content

Day 4: Internal Communication

This one-day module covers employee communications from strategy to execution. You will learn best practice in building internal communication strategies that raise motivation, productivity and collaboration

  • Core principles and defining concepts that underlie practical and strategic internal communications
  • How to create an internal communication strategy complete with organisational systems and a practical action plan
  • Internal communication platforms and channels: a toolbox of practical internal communication techniques and channels
  • Internal communication campaigns and programmes: a how-to guide to launching internal communication programmes, based on case studies of award-winning campaigns from around the world

Day 5: Advanced Communications and PR Management

This one-day module covers best practice in designing communication departments, managing PR teams and directing campaigns.

  • 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
ISOC trainers

Training staff include

More courses

Communications and PR courses