- The rise of issue management
- Tools and processes
- Developing an issue strategy
- Evolution of issue management
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
- Locating the role of public affairs within the organisation
- The scope of public affairs
- 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
- The purpose of corporate communication (or frameworks for practice)
- Corporate communication in practice
- The organisational context: how corporate communication fits into organisational structures
This public relations training course is suitable for:
- Chief Communications Officers
- Public relations and communications directors, managers, practitioners and staff.
Upon completion of this PR 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.
£2645 + VAT