Corporate Communications: PR and Media Skills

The business case for corporate communications

• Definition of corporate communication

• Corporate communication in a changing environment

• The new media landscape: challenges and opportunities

• Stakeholder management and communication

• Corporate Identity, branding and reputation

• Importance of corporate identity and reputation

• Aligning identity, image and reputation

Turning strategy into actions

• Corporate communication strategy and strategic planning

• Global aspects of corporate communication

• High and low-context culture

• Cross-cultural aspects of audiences

• Planning and executing communication programs and campaigns

• Research, measurement and evaluation

• Measuring corporate reputation

• Theories on measuring the effects of communication

New developments in corporate communication

• Leadership and change communication

• Effective leadership communication

• Corporate social responsibility (CSR) and community relations

• The case for CSR

• Communicating about CSR

• The 8 areas of focus for CSR

• CSR and PR

PR and the media

• Definition of media

• Types of media

• Recorded and live interviews

• Behavior during media interviews

• PR and the media: the tools

• Press conferences

• Preparing press kits

• Preparing press releases

• Dealing with the media

• Building good relations with the media

• Dealing with the press during times of crisis