Corporate Communications and PR

Ce qu'elle couvre habituellement

1. 1

   What Corporate Communications and PR Do

   • Corporate Communications and Public Relations Defined
   • Reputation: What It Is and Why It Matters
   • Publics and Stakeholders
   • How the Communications Function Is Organised
   • Ethics and Professional Standards in PR
2. 2

   Planning Communication and Messages

   • Research and Listening: Knowing Where You Stand
   • Setting Communication Objectives
   • Key Messages and the Message House
   • The Communications Plan and Calendar
   • Measuring Communication: Beyond Counting Clippings
3. 3

   Media Relations

   • How Newsrooms Work and What Makes News
   • Building Relationships with Journalists
   • Handling Media Enquiries
   • Press Conferences, Briefings and Site Visits
   • Corrections and Complaints About Coverage
4. 4

   Press Releases and Owned Channels

   • The Structure of a Press Release
   • Writing a Press Release Step by Step
   • Media Kits, Fact Sheets, Backgrounders and Q&A
   • The Online Newsroom and Corporate Social Media
   • Approvals, Accuracy and Legal Checks
5. 5

   The Spokesperson

   • Choosing and Preparing Spokespeople
   • Staying on Message: Bridging and Clear Answers
   • Television, Radio, Print and Online Interviews
   • Difficult Questions and Common Traps
6. 6

   Issues and Crisis Communication Basics

   • Issues Management: Spotting Trouble Early
   • When a Crisis Happens: The Communicator’s Role
   • The Holding Statement and the First Hours
   • Social Media During an Incident
   • Recovery, Review and the Complete Picture