Course description
Public relations and corporate communications are vital components employed in the administration of a company. They enable companies to maintain and preserve their image and reputation while boosting productivity. The Rcademy Certificate in Public Relations and Corporate Communications Training Course is curated to help participants understand the basics of public relations and corporate communications. They will also learn the components of developing strategies that boost the organization’s productivity. The course also covers corporate communications tools, internal and external communication, media planning, event management, and crisis management. Focus is also given to the value of public relations campaigns, specialist areas in corporate communications, dealing with stakeholders and the media, and persuasive and powerful action planning.
What is the distinction between public relations and marketing?
Public relations is an aspect of communication that involves identifying the correct audiences, drafting a clear message, building long-term and positive relationships between shareholders and the organization, and protecting an organization’s reputation. Public relations focuses on the company’s individual needs and aligns them with those of the customers to ensure a proper onboarding and discovery process. Every organization can benefit from a correct public relations campaign by using it to build a positive reputation and brand and connect with their communities while reaching their target audience.
Upcoming start dates
Suitability - Who should attend?
Who should attend?
The following individuals should attend The Certificate in Public Relations and Corporate Communications Training Course by Rcademy:
- Public relations managersare responsible for developing and maintaining a favorable public image for an organization or client
- Corporate communications managersare charged with leading an organization’s communications team and implementing communication strategies for the company
- Sales managersare responsible for hiring and leading high-performing sales teams to generate and exceed revenue forecasts
- Brand managersare tasked with ensuring that a company’s services, product lines, and products are well accepted by present and future customers
- Finance expertstasked with providing financial advice, designing economic models, and evaluating financial risks
- Business owners/managerstasked with leading and monitoring the operations of their company and implementing viable business strategies for productivity
- Marketing professionalstasked with finding the most effective methods for attracting clients and generating cash for their businesses
- Strategy managersare charged with developing and implementing business visions and agenda
- Risk Officersare entrusted with identifying and mitigating major competitive, regulatory, and technical threats to an organization’s capital and profits
- Social media managersare charged with monitoring an organization’s communications with the public by executing social media content strategies
- Everyoneinterested in learning about public relations and corporate communications
Outcome / Qualification etc.
This Certificate in Public Relations and Corporate Communications Training Course is produced to help attendees achieve the following outcomes:
- Learn about the essentials of public relations and corporate communications
- Develop an understanding of various tools and techniques used to execute an effective corporate communication strategy
- Plan and implement corporate communication campaigns and programs internally and externally
- Learn the needed skills and confidence for executing and driving customer-based campaigns
- Understand how to adapt to different avenues of communication in an organization
- Learn how to manage the brand and reputation of an organization using various public relations programs
- Learn how to shape external perceptions of an organization by implementing first-class corporate communications strategies
- Learn how to draft a clear plan of action
- Identify the various public relations and corporate communication challenges and how to overcome them
Training Course Content
Module 1: Introduction to Public Relations
- Overview and definition of terms
- Types of public relations
- The importance of public relations
- The functions of public Relations officers
- The ethics of public relations
- Attributes of a public relations campaign
- Identifying an objective
- The public in public relations
- Public relations vs marketing
Module 2: Overview of Corporate Communications
- Definition of corporate communications
- The History of corporate communications
- Stakeholder management and communication
- Differentiating between mission, objectives, and vision
- Defining the corporate identity
- Stakeholder engagement
- Reputation
- Branding
- Aligning image, reputation, and identity
- The Value of corporate identity and Reputation
Module 3: The Key Elements of Public Relations Campaigns
- Target audience
- Media programs
- Advertising
- Key message
- Sponsorship
- Customer case studies
- Media releases
- Editorials
Module 4: Drafting Consistent Messages
- Internal communications
- Measuring emotional capital
- Establishing internal communications goals
- New media for rapid interaction
- Multinational internal communications program
- Friends and family as stakeholders
- Communications monitoring and channels mapping
Module 5: Planning an Effective Public Relations Campaign
- Listing and prioritizing the message
- Select media and message
- Evaluate audience awareness and perception
- Implementing the plan
- Assessing impact
Module 6: Specialist Areas in Corporate Communications
- Journalism and news outlets
- Media Relations
- Components of news
- The impacts of new coverage on corporate communication
- Benefits and challenges of using social media
- Communication in times of crisis
- Organizational identification and employee communication
Module 7: Corporate Affairs and Public Relations in the Corporate Mix
- Public relations in the marketing mix
- PR and strategy
- Financial PR
- PR in the communications mix
- Customer relations and corporate affairs
- Brand PR
- Direct response PR
- The art of leveraging
- Integrating communications/PR and marketing plans
Module 8: The Value of PR Campaigns
- Increased visibility
- Reduced advertising and marketing costs
- Increased credibility
- Reminder of expertise
Module 9: Building a Corporate Communication Strategy
- Types of Corporate communicating strategies
- Cross-cultural aspects of audiences
- Research, evaluation, and measurement
- Planning and implementing communication campaigns and programs
- Measuring corporate reputation
- Global aspects of corporate communications
- The theories on measuring the impacts of communications
- A high and low-context culture
Module 10: Dealing with Stakeholders and the Media
- Press releases
- Damage control
- The various kinds of news media
- Bad PR
- The strategic approach
Module 11: External Factors Affecting PR Campaigns
- Political
- Environmental
- Technological
- Economic
- Social
- Information
- Legal
- Economic
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Rcademy
Rcademy is a global training and consultation organisation set out to bridge the gap between you now and what you can be in the near future. We are facilitators of knowledge impartation. Our team of established and experienced training enthusiasts...