Course description
Lately, there have been many changes in how organizations relationship with the public and give updates about how their operation works or areas of operation. More focus has been given to public affairs and relations. Businesses, institutions, and organizations now connect more with their target audience, stakeholders, and external partners. These organizations work closely with the media and press to pass information to the public about their objectives, mission, etc. That places the organization in the excellent public eye.
Who is a public affairs officer?
A Public Affairs Officer plans and works closely with the public to ensure the organization’s reputation is well managed. A Public Affairs Officer works with the media and other media apparatus to coordinate the key messages and objectives of the organization to the public. An effective Public Affairs Officer helps the organization influence process and maintain an excellent public image.
Suitability - Who should attend?
Who should attend?
The Certified Public Affairs Officer Training Course by Rcademy is suitable for many professionals who work in corporate organizations, institutions, the military, etc. The course applies to those with a line of duties around communication, especially with the public. This course is most applicable to the following set of professionals:
- Public Affairs Officerwho oversees communicating the activities of the organization to the public
- Public relations officerresponsible for creating the branding and maintaining the reputation of the organization
- Marketersare in charge of getting buyers or reaching the target audience for an organization’s goods or services
- Social media managerwho specializes in using digital media to promote the organization’s reach and coverage
- Communication specialistwho is in charge of managing both internal and external communication of the organization
- Human resource professionalswho manage personnel in the organization to ensure that they conform with the practices and guidelines set for the organization
- Investors and stakeholderswho have a stake in the organization could be affected by the public perception or acceptance
- Senior managementwho oversees the strategic management of corporate affairs
- Board of directorsthat ensures that the organization operates and meets the company’s objectives and mission
- Professionalinterested in learning about public affairs and media management
Outcome / Qualification etc.
The Certified Public Affairs Officer Training Course by Rcademy aims to achieve the following objectives at the end of the course:
- Have a thorough understanding and expertise in media relations and public affairs
- Possess the necessary knowledge, skills, and awareness to filter all news and information about the organization that is to be disseminated to maintain the organization’s favorable image
- Develop the confidence and experience necessary to establish a positive connection with media workers to exert control over the type and substance of news about the organization that is published
- Possess the necessary expertise and understanding to thoroughly review the content of press releases and similar documents before they are made public
- Develop the total skill set and competence to perform crucial senior responsibilities in media relations and public affairs, contributing to the business’s branding, growth, and success
- Develop appropriate expertise and exposure to serve as an organization’s spokesman while keeping in mind and maintaining the organization’s image and reputation
- Learn how to disclose relevant information to the public without jeopardizing the organization’s image
- Regulate the flow of information and news from the organization to the public via the media while keeping the organization’s best interests in mind
Training Course Content
Module 1: Introduction to Public Affairs
- Overview of Public Affairs Role – Goals and targets
- Public Affairs approaches
- Identity and image
- Overview of effective communication and strategy
- Using communication as a change management
Module 2: Organisation Communication Style
- Internal communication
- External communication
- Social currency
- Communications channels – Mapping – Monitoring
- Setting communication goals
- Use of digital media
Module 3: Public Affairs and Public Relations
- Importance of Public Affairs and Relations
- Application of Public Affairs – Communication mix – Marketing mix – Individual public relations – Financial public relations
- Public relations strategy
- Branding strategy
- Public Affairs and customers relations
Module 4: Persuasive Action Planning
- Performance measurement – Strategy and tactics
- Public Affairs development – Tools and techniques
- Networking approach
- Influencing decision making
Module 5: Public Affairs Strategy
- Principles of Public Affairs
- Role of Public Affairs
- Synergising Public Affairs and government relations
- Management of Public Affairs – Stakeholder analysis
- Political landscapes – Mapping Public Affairs
Module 6: Public Affairs Programmes
- Setting of objectives
- Positioning with stakeholders
- Stakeholders’ management – Engagement – Support
- Issues management
- Audience management
- Alliance building
Module 7: Media Strategies
- Overview of media relations
- Public appearances – Broadcast appearances
- Campaign management
- Advocacy
- Press coverage
- News media
Module 8: Public Affairs Programme Execution
- Setting program target – Indicators – Issues affecting the target
- Digital media – Social media – Tech trends
- Corporate political activity
- Corporate Social Responsibility (CSR)
- Lobbying activities – Regulation
- Values and professionalism
- Discipline
Module 9: Identifying and Prioritising Stakeholders
- Identifying stakeholders
- Prioritizing stakeholders
- The situational theory of public
- A contingency approach to Public Affairs
Module 10: Public Affairs Research
- Overview of research – Importance – Purpose – Forms of research
- Types of research
- Formative research to analyze situations
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