Public Relations and Corporate Communications Course

The Power of Communication
• Welcome and introductions
• Programme overview, design and options
• Opening exercise: goal setting
• The Big Picture: overview and PR strategy
• When Public Relations should be used
• Corporate identity and image: establishing a positive image and identity
• Becoming a neighbour of choice: external reputation management
• Leaders’ role in managing communications
From the Inside Out: Crafting Consistent Messages
• The expectations of employees and employers
• Understanding audiences: segmenting and prioritising
• Plotting the stakeholder communication journey
• Getting the message out to audiences
• Storytelling: creating an unfolding story people pay attention to
• Empowering employees through social media
• Steps for creating clear content that has impact
• Developing trust and credibility with senior leaders
Risks and Threats: Their Identification and Management
• Planning for the unexpected
• Using communication activities to manage risk to reputation
• Repairing a damaged reputation
• Identifying opinion formers and influencers
• Engaging with key decision makers
• Principles for building sustainable relationships with decision makers and influencers
• VIP and political contact programmes
• Monitoring political activities
Corporate Communications/PR in the Corporate Mix
• Media Relations best practices
• Effective event management
• Developing a crisis management toolkit
• Hosting VIP visits
• Protocol in practice
• Financial PR activities and roles
• Multinational and global communication challenges
Powerful and Persuasive Planning
• 10 stages of PR planning
• Using market research to plan PR activities
• Developing measurable objectives for activities
• Identifying core messages
• Developing practical communication toolkits
• Creating a schedule of PR activities
• Measuring outputs, outcomes and value

FOR WHOM:
Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

1ST BATCH: Tuesday, April 21, 2026 — Friday, April 24, 2026.

2ND BATCH: Tuesday, August 11, 2026 — Friday, August 14, 2026.

3RD BATCH: Tuesday, December 8, 2026 — Friday, December 11, 2026.

The training methodology integrates lectures, interactive discussions, collaborative group exercises, and
illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical
experience, emphasizing the application of learned techniques. This approach ensures that attendees return
to their professional environments equipped with both the competence and self-assurance to effectively
implement the acquired skills in their responsibilities.