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Course Description

  • The rise of issue management
  • Tools and processes
  • Developing an issue strategy
  • Evolution of issue management

  • The rise of issue management
  • Tools and processes
  • Developing an issue strategy
  • Evolution of issue management

Course Content

Crisis Public Relations Management

  • Where do crises come from?
  • How to prepare for a crisis
  • Communicating during a crisis
  • The Internet and crisis public relations management

Public Affairs

  • Locating the role of public affairs within the organisation
  • The scope of public affairs
  • Lobbying
  • Public affairs management

Integrated Marketing Communications

  • The marketing communications toolbox
  • Segmentation, targeting and positioning (STP)
  • Branding and integrated marketing communications
  • Planning for integration of the marketing communications mix

Corporate Communication

  • The purpose of corporate communication (or frameworks for practice)
  • Corporate communication in practice
  • The organisational context: how corporate communication fits into organisational structures

Crisis Public Relations Management Where do crises come from? How to prepare for a crisis Communicating during a crisis The Internet and crisis public relations management Public Affairs Locating the role of public affairs within the organisation The scope of...

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Additional Information

Target audience

  • Chief Communications Officers
  • Public relations and communications directors, managers, practitioners and staff.

Learning outcomes

Upon completion of this public relations training course, you will be able to understand:

  • How to characterise an issue and the difference between issues and other management problems.
  • That issues progress through a life cycle and the stage an issue has reached.
  • Characteristics of issues and the different driving forces of corporate and activist issues.
  • Issue management as both a communication discipline and as a component of broader strategic thinking.
  • How to develop a basic issue strategy using a four- step plan.
  • Concepts of crisis and crisis management.
  • The value of communication to crisis public relations management.
  • Different crisis types and how the crisis type affects crisis communication.
  • Key principles in crisis public relations management.
  • How to apply principles of crisis public relations management to actual crisis cases.
  • The effects of the Internet on crisis public relations management.
  • The nature, role and scope of the public affairs function and its relationship with public relations.
  • Key theories, principles and their development and application in contemporary public affairs.
  • The potential contribution that public affairs can make to organisational strategies and goal attainment.
  • The knowledge, skills and competencies required of today’s public affairs professionals.
  • How to analyse and apply public affairs theories/principles to practice.
  • Integrated marketing communications issues.
  • The importance of integrated marketing communications to organisations and their publics.
  • Key principles and methods used to integrate marketing communications activities.
  • How to apply key principles of integrated marketing communications to real-life scenarios.
  • How corporate communication is conceptualised and practiced, recognising the implications of different perspectives.
  • The influence of different ways of conceptualising corporate communication (from a marketing as opposed to a PR or organisational communication mindset) when reviewing public relations practice and the implications of this.
  • How to select effective frameworks for analysing the purpose and practice of corporate communication – using concepts of legitimacy and social capital – to identify key objectives.
  • That the ability to practice corporate communication in particular ways is affected by how the function is placed within (or integrated into) organisational structures.

Target audience Chief Communications Officers Public relations and communications directors, managers, practitioners and staff. Learning outcomes Upon completion of this public relations training course, you will be able to understand: How to characterise an...

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