Contemporary Corporate Communications

Introduction:

Public Relations and Communication are vital to business success. The field of corporate communication has undergone significant transformation with the advent of new methods, modes, and channels that accelerate the spread of messages across local and global landscapes. Understanding corporate communication and its role in an organization’s strategy is essential for any specialist aiming to excel in this field.

This course on Corporate Communications provides participants with the opportunity to pursue certification and enhance their skills, establishing themselves as qualified corporate communications practitioners. Whether aiming for a certificate of competence or becoming an expert in corporate communications, this course offers the foundational principles necessary for success in the discipline.

Objectives:

By the end of this Corporate Communications Course, participants will be able to:

• Position Corporate Affairs within a strategic, proactive, and effective framework.
• Develop and implement stakeholder programs for consistent, targeted engagement.
• Create and utilize Corporate Affairs tools.
• Understand and coordinate the development of strategies, plans, and tactics.
• Evaluate the role of research in corporate communications.
• Master reputation management skills within a complex media landscape.
• Effectively manage knowledge for superior media management within the organization.
• Shape external perceptions through exceptional internal corporate communications.
• Develop a strategic approach and actionable plan to achieve objectives in corporate communications.

Training Methodology:

• Interactive presentations
• Breakout sessions
• Peer reviews
• Simulated press conferences
• Crisis communication drills
• Stakeholder mapping exercises
• Communication audits
• Video-based learning
• Roundtable discussions
• Live Q&A sessions

Course Outline:

Unit 1: The Power of Communication:

• Objectives within the context of corporate communications.
• Corporate contexts and public affairs approaches.
• Definitions of corporate identity and image.
• Overview of corporate communication and strategy.
• External reputation management and communication as change agents.
• Aligning corporate communication with managerial goals.

Unit 2: From the Inside Out: Crafting Consistent Messages:

• The role of internal communications in corporate communication.
• Engaging family and friends as stakeholders in a corporate communication plan.
• Measuring emotional capital alongside corporate communications objectives.
• Mapping and monitoring communication channels.
• Setting internal communications goals.
• Experimenting with new media for instant feedback and enhanced participation.
• Leveraging influencers, advocates, and incentives.
• Positioning corporate newsletters in the communication mix.
• The importance of multinational internal communications programs.
• Gaining top management support for internal communications efforts.

Unit 3: Risks and Threats: Their Identification and Management:

• The impact of single-issue politics on corporate communication.
• The influence of special interest groups on corporate communications.
• Whistleblower awareness of disclosure rules in corporate communications.
• The role of opinion formers in shaping public perception.
• Aligning cause-related PR with core values.
• Designing campaigns within a corporate communication plan.
• A crisis management toolkit for media analysts.
• Stakeholder interest inventories for corporate communications professionals.

Unit 4: Corporate Affairs/PR in the Corporate Mix:

• Understanding PR’s role within the broader communications mix.
• Exploring the relationship between PR and the marketing mix.
• The efficacy of direct response PR.
• Familiarization with financial public relations as part of corporate communications.
• Integrating corporate communication and public relations strategies.
• Brand PR and its role in corporate identity.
• Measuring persuasion within the context of corporate communications.
• Integrating PR/communications and marketing plans for consistency.
• Leveraging corporate communications for branding and image enhancement.
• Enhancing corporate communications strategies through customer relations.

Unit 5: Powerful, Persuasive; Action Planning:

• Evaluating the business impact of effective organizational communication through bottom-line measurement.
• Strategy and tactics for public relations analysts within organizations.
• Exploring growth opportunities in corporate affairs.
• A tactical inventory for corporate communication.
• Networking to strengthen corporate communication efforts.
• Convincing top management of the importance of corporate communication goals.
• Maximizing results by integrating other disciplines in corporate communication.
• Individual and group consultancy to improve corporate communications practices.

Unit 6: International Communication on CSR & Sustainability:

• Overview of the communication revolution and its impact on consumers.
• Sustainable development reporting within the corporate communications paradigm.
• Aligning reporting and communication with corporate communication goals.
• The role of sustainability reports in corporate communications.
• Exploring the Global Reporting Initiative and its impact on corporate communication reports.
• Formulating and implementing a sustainability reporting and communications strategy as an extension of corporate communication.

Unit 7: Common Mistakes in CSR Communication:

• Avoiding common mistakes by supporting CSR efforts that benefit communities, respect the environment, and preserve shareholder value.
• Best practices in corporate communication – what they are and what they are not, according to scholars and practitioners.