Course: Communication for PR Professional

PROGRAMME OUTLINE

DAY 1 - Introduction and Welcome: The Power of Communication

• Introduction and welcome
• Course programmed, design and options
• Opening exercise: Goal setting
• Corporate Affairs and Public Affairs approaches
• Corporate identity and image
• Corporate communications overview and strategy
• External reputation management Communication as a change agent
• Communication as goal for all managers

DAY 2 - From the Inside Out: Crafting Consistent Messages

• Internal communications
• Family and friends as Stakeholder
• Measuring emotional capital
• Communications channels mapping and monitoring
• Setting internal communications goals
• New media for rapid interaction
• Champions, opinion formers and incentivisation
• The place of the company magazine/newsletter
• The multinational internal communications programme
• Commitment from internal decision makers

DAY 3 - Risks and Threats: Their Identification and Management

• Single issue politics
• Special interest groups
• Whistleblowers and the rules of disclosure
• External opinion formers
• Cause related PR and core values
• Campaigns, their design and planning
• A crisis management toolkit
• Stakeholder interest inventories
• Opinion former networks

DAY 4 - Corporate Affair/PR in the Corporate Mix

• PR in the communications mix
• PR in the marketing mix
• Direct response PR
• Financial PR
• PR and strategy
• Brand PR
• Persuasion measurement techniques
• Integrating PR/Communications and marketing plans
• The art of leveraging
• Corporate affairs and customer relations

DAY 5 - Powerful and Persuasive Action Planning

• Measurement of performance: bottom line impact
• Translating strategy to tactics
• Horizons for PR and corporate affairs development
• Tools and Techniques summary: a tactical inventory
• Recruiting allies: a networking approach
• Justifying the plan and convincing top management
• Making the most of other disciplines to maximise results
• Individual and group consultancy
• Further sources of help and information

The Scandinavian Academy for Training and Development adopts the latest scientific and professional methodologies in training and human resource development, aiming to enhance the efficiency of individuals and organizations. Training programs are delivered through a comprehensive approach that includes:

• Theoretical lectures supported by PowerPoint presentations and visual materials (videos and short films).
• Scientific evaluation of participants before and after the program to measure progress and knowledge acquisition.
• Brainstorming sessions and practical role-playing to simulate real-life scenarios.
• Case studies tailored to align with the training content and participants work nature.
• Assessment tests conducted at the end of the program to evaluate the achievement of training objectives.

Each participant receives the training material (both theoretical and practical) in printed form and saved on a CD or flash drive. Detailed reports, including attendance records, final results, and overall program evaluations, are also provided.

Training materials are prepared professionally by a team of experts and specialists in various fields. At the end of the program, participants are awarded a professional attendance certificate, signed and accredited by the Scandinavian Academy for Training and Development.

Program Timings:

• 9:00 AM to 2:00 PM in Arab cities.
• 10:00 AM to 3:00 PM in European and Asian cities.

The program includes:

• A daily buffet provided during the sessions to ensure participants comfort.

The Scandinavian Academy for Training and Development is committed to hosting all training programs in dedicated and well-equipped hotel facilities specifically designed for conducting and delivering training sessions, unless explicitly stated otherwise on our website. Participants will be notified of the program venue within 7 to 21 days prior to the programs start date, based on the Academys assessment and the programs circumstances. The Scandinavian Academy for Training and Development emphasizes that it holds no responsibility for any force majeure events that may prevent the program from being held at the designated venue. Nevertheless, the Scandinavian Academy for Training and Development will make every effort to provide suitable alternatives and extend the necessary support to participants in the event of a venue change due to unforeseen circumstances.