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Home > Courses > Public Relation and Media > How to Approach and Work with Relevant Agencies and Ministries in Support of National and Business Strategies

02-06-2025 - 06-06-2025	$3,800	Dubai

Course Introduction:

PR and Communications are at the heart of business performance. In this program you will learn:

The tools and techniques required to manage reputation in a complex media environment
How to manage knowledge within the business for effective media management
How to shape external perceptions of your organization by first class corporate internal communications
How to develop a strategic approach and a clear plan of action

Course Objectives:

To set Corporate Affairs in strategic anticipatory and effective context
To develop an understanding of stakeholder programs for regular, focused communication
Examine the development of Corporate Affairs tools
Understanding the development of strategy/plans/tactics and coordinating these
Evaluation and the use of research

Who Should Attend?

Public Relations professionals
Other key personnel in the organization whose work involves contact and interaction with internal/external public
Also beneficial to personnel who wish to learn how to use communication more effectively - possibly in the areas of personnel, marketing, sales, training and administration

Course Outline:

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

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 incentives
The place of the company magazine/newsletter
The multinational internal communications program.
Commitment from internal decision makers

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

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

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 maximize results
Individual and group consultancy
Further sources of help and information

Course Methodology:

A variety of methodologies will be used during the course that includes:

(30%) Based on Case Studies
(30%) Techniques
(30%) Role Play
(10%) Concepts
Pre-test and Post-test
Variety of Learning Methods
Lectures
Case Studies and Self Questionaires
Group Work
Discussion
Presentation

Course Fees:

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Course Timings:

Daily Course Timings:

08:00 - 08:20 Morning Coffee / Tea

08:20 - 10:00 First Session

10:00 - 10:20 Coffee / Tea / Snacks

10:20 - 12:20 Second Session

12:20 - 13:30 Lunch Break & Prayer Break

13:30 - 15:00 Last Session

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