Public Relations and Corporate Communications for Banks

Introduction:

Public Relations and Corporate Communications are important for achieving operational excellence and managing reputation in the banking sector. It is an industry that is always under the microscope requiring effective communication strategies. PR in banking has become a vital part of everyday functioning as technology and modern methods, tools and channels have made it easier to communicate both locally and globally with great speed.

The present course; Banking Public relations and Corporate Communication offers comprehensive insight into the unique challenges and practices within this sector thereby helping participants to gain expertise on navigating through complex financial markets. The syllabus combines academic knowledge with practical skills which assist trainees in developing clear-transmission capabilities towards key stakeholders as well as the general public.

This course makes banking communications less complicated using a range of interactive modules. It also provides clarifications about corporate communication and public relations in the banking industry while indicating how these processes can be improved upon for better results.

Objectives:

By the end of this banking public relations and corporate communications course, participants will be able to:

• Create Corporate Affairs within a strategic framework designed specifically for banking.
• Develop stakeholder programs for ongoing targeted communication purposes.
• The evolution of corporate affairs tools used by banks and PR professionals
• Designing coherent communication strategies, plans, & operations
• How research helps develop bank specific communication strategies?
• Use reputation management tools/media monitoring services to navigate complex media landscape in financial services industry
• Organizational knowledge management for effective media/PR
• Influencing external perceptions through internal communications (for the bank)
• A strategic plan for corporate communication and public relations within the banking sector should be developed.

Training Methodology:

• Lectures that engage participants
  • Analysis of case studies
  • Discussions among groups or workshops
  • Roles play or simulation exercises
  • Guest speakers from Bank/Communication world
  • Learning from peers / networking resources
  • Ongoing assessment & feedback
  • Media training sessions

Course Outline:

Unit 1: The Power of Communication:

• Public relations purposes in banking should be specified.
  • Specifics of Corporate and Public Affairs in Banking.
  • Banking should establish and maintain strong corporate identity and image at its area of operation.
  • Corporate communications strategy specific to the banking industry overview.
  • Managing external reputation & using communication as an agent of change.
  • The need for good communication skills for all managers in banking.

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

• Family and friends are stakeholders in bank PR activities.
• The role of internal communications in fostering a consistent message inside the bank.
• Emotional capital as it relates to banking institutions, etc.
• Maping out & monitoring communications channels tailored to banks exclusively
• .Set internal communications goals that are aligned with the bank's overall strategy
• .Use new media for instant direct interaction within banks, e.g. twitter?
• .Create champions and opinion leaders for bank's communication strategies .
• .Create a multinational employee communications system for various banking systems worldwide?

Unit 3: Risks and Threats Identification and Defense:

• Analyze the role of the banking industry’s single-issue politics and special interest groups.
  • Learn about whistleblowers’ procedures and banking disclosure rules.
  • Communicate with external opinion formers who influence bank PR.
  • Discuss cause- related PR that is consistent with the basic principles of banking.
  • Campaign design and planning with a focus on bank-specific concerns.
  • Create tailored crisis management toolkit for banks
  • Conduct stakeholder interest inventories and manage opinion former networks in a banking context.

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

• Place PR within the communication mix in banks
• Blend the marketing strategies of financial institutions with PR
• Direct response PR is a key driver of bank-related activities
• The importance of financial PR as well as effective strategy communication in banking will be examined
• The Role of Brand PR in Enhancing a bank's Image.• Strive to understand how persuasive communications can be measured within banking•
• Plan public relations/communication efforts to support marketing functions within finance sector
• Lever opportunities for strengthening organizational relations as well as client affairs among banks.