Corporate Communications and PR
A practical introduction to corporate communications and public relations for new press office and communications staff, and for managers who speak for their organisation. Learn how reputation is built, how to plan messages and measure results, work with journalists, write press releases, prepare spokespeople for interviews, and handle issues and the first hours of a crisis.
- Módulos
- 6
- Máximo de participantes
- 20
- Idioma
- EN
Qué suele abarcar
- 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
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
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
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
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
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
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Corporate Communications and PR
4 h 12 min
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