Communication and Writing Skills

Corporate Communications: PR and Media Skills

Why Attend

Nowadays, we are experiencing many high-profile scandals in the corporate world. Such scandals create a tough environment for organizations to conduct business, maintain effective communication and safeguard a positive image and reputation. Corporate Communication is based on the belief that sustainable communication is essential for the health of organizations. In this course we introduce and discuss the theories, tools and perspectives of corporate and organizational communication to be used to enhance participants’ development as communication professionals with the practical insight to deal with complex communication issues in modern organizations within a company as well as externally.

Course Methodology

This course relies on the use of individual and group exercises aimed at helping participants learn all key characteristics of corporate communication. The course also features the use of a number of case studies and presentations by participants, followed by discussions.

Course Objectives

By the end of the course, participants will be able to:
  • Define corporate communication
  • Apply different techniques and tools to implement an effective corporate communication program
  • Plan and execute corporate communication programs and campaigns
  • Employ corporate communication in practice

  • Implement PR and media tools in corporate communication

Target Audience

Personnel who are seeking an in-depth knowledge of corporate communication as well as managers, supervisors and officers experienced in public relations. Other key personnel whose work is based on relations and interaction within the organization or in the external public sphere, particularly in the areas of media, CSR and branding will also benefit from this course.

Target Competencies

  • Planning, organizing and leading
  • Written communication
  • Public speaking and media handling
  • Building rapport
  • Controlling and evaluating
Corporate Communications: PR and Media Skills

Course Outline

  • The business case for corporate communications
    • Definition of corporate communication
    • Corporate communication in a changing environment
    • The new media landscape: challenges and opportunities
    • Stakeholder management and communication
    • Corporate Identity, branding and reputation
    • Importance of corporate identity and reputation
    • Aligning identity, image and reputation
  • Turning strategy into actions
    • Corporate communication strategy and strategic planning
    • Global aspects of corporate communication
    • High and low-context culture
    • Cross-cultural aspects of audiences
    • Planning and executing communication programs and campaigns
    • Research, measurement and evaluation
    • Measuring corporate reputation
    • Theories on measuring the effects of communication
  • New developments in corporate communication
    • Leadership and change communication
    • Effective leadership communication
    • Corporate social responsibility (CSR) and community relations
    • The case for CSR
    • Communicating about CSR
    • The 8 areas of focus for CSR
    • CSR and PR
  • PR and the media
    • Definition of media
    • Types of media
    • Recorded and live interviews
    • Behavior during media interviews
    • PR and the media: the tools
    • Press conferences
    • Preparing press kits
    • Preparing press releases
    • Dealing with the media
    • Building good relations with the media
    • Dealing with the press during times of crisis
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