Certificate in Public Relations and Corporate Communications Training Course

Why select this training course?

Public relations and corporate communications are vital components employed in the administration of a company. They enable companies to maintain and preserve their image and reputation while boosting productivity. The Rcademy Certificate in Public Relations and Corporate Communications Training Course is curated to help participants understand the basics of public relations and corporate communications. They will also learn the components of developing strategies that boost the organization’s productivity. The course also covers corporate communications tools, internal and external communication, media planning, event management, and crisis management. Focus is also given to the value of public relations campaigns, specialist areas in corporate communications, dealing with stakeholders and the media, and persuasive and powerful action planning.

What is the distinction between public relations and marketing?

Public relations is an aspect of communication that involves identifying the correct audiences, drafting a clear message, building long-term and positive relationships between shareholders and the organization, and protecting an organization’s reputation. Public relations focuses on the company’s individual needs and aligns them with those of the customers to ensure a proper onboarding and discovery process. Every organization can benefit from a correct public relations campaign by using it to build a positive reputation and brand and connect with their communities while reaching their target audience.

Public relations and marketing are crucial aspects of a company’s communications strategies; however, both concepts are different. Marketing refers to a paid promotion and selling of goods and services. At the same time, public relations focuses on managing an organization’s reputation using positive earned media coverage, traditionally and digitally.

What are examples of corporate communications skills?

Corporate communications refer to how an organization and business communicates with its internal and external audiences. These audiences include employees, the general public and the media, customers, key stakeholders, third-party regulators, government agencies, and potential customers. Corporate communications can take different forms depending on the audience being addressed. An organization’s corporate communication strategy typically includes internal and external reports, written words, spoken words, non-verbal communications, etc.

Below are some of the corporate communications skills:

• Presentation and public speaking skills
• Writing skills
• Technical skills
• Research and critical thinking
• Communicating with data

The Certificate in Public Relations and Corporate Communications Training Course by Rcademy will provide individuals with a foundational understanding of public relations and corporate communications. It will help them develop practical skills in media relations, crisis communications, stakeholder engagement, and social media strategy. This will enhance their job prospects and demonstrate their knowledge and skills to potential employers. The course will also help individuals stay up-to-date with the emerging trends and best practices in these fields, which can benefit their professional growth and advancement.

Who should attend?

The following individuals should attend The Certificate in Public Relations and Corporate Communications Training Course by Rcademy:

• Public relations managers are responsible for developing and maintaining a favorable public image for an organization or client
• Corporate communications managers are charged with leading an organization’s communications team and implementing communication strategies for the company
• Sales managers are responsible for hiring and leading high-performing sales teams to generate and exceed revenue forecasts
• Brand managers are tasked with ensuring that a company’s services, product lines, and products are well accepted by present and future customers
• Finance experts tasked with providing financial advice, designing economic models, and evaluating financial risks
• Business owners/managers tasked with leading and monitoring the operations of their company and implementing viable business strategies for productivity
• Marketing professionals tasked with finding the most effective methods for attracting clients and generating cash for their businesses
•  Strategy managers are charged with developing and implementing business visions and agenda
• Risk Officers are entrusted with identifying and mitigating major competitive, regulatory, and technical threats to an organization’s capital and profits
• Social media managers are charged with monitoring an organization’s communications with the public by executing social media content strategies
• Everyone interested in learning about public relations and corporate communications

What are the course objectives?

This Certificate in Public Relations and Corporate Communications Training Course is produced to help attendees achieve the following outcomes:

• Learn about the essentials of public relations and corporate communications
• Develop an understanding of various tools and techniques used to execute an effective corporate communication strategy
• Plan and implement corporate communication campaigns and programs internally and externally
• Learn the needed skills and confidence for executing and driving customer-based campaigns
• Understand how to adapt to different avenues of communication in an organization
• Learn how to manage the brand and reputation of an organization using various public relations programs
• Learn how to shape external perceptions of an organization by implementing first-class corporate communications strategies
• Learn how to draft a clear plan of action
• Identify the various public relations and corporate communication challenges and how to overcome them

How will this course be presented?

This course is participant-oriented and is specially designed to meet participants’ expectations and enhance their knowledge and skills. Various renowned practical approaches and techniques that will ensure constant and active learning by the participants will be used to deliver the course. Professionals will teach the course with years of experience and practice. The course modules are curated from in-depth and extensive research on the subject matter.

The Rcademy Certificate in Public Relations and Corporate Communications Training Course includes practical and theoretical learning by providing participants with slides on the concept, case studies, lecture notes, and real-life scenarios. Participants can also partake in quizzes, presentations, seminar workshops, and constant feedback on the lessons learned to confirm their optimal satisfaction.

What are the topics covered in this course?

Module 1: Introduction to Public Relations

• Overview and definition of terms
• Types of public relations
• The importance of public relations
• The functions of public Relations officers
• The ethics of public relations
• Attributes of a public relations campaign
• Identifying an objective
• The public in public relations
• Public relations vs marketing

Module 2: Overview of Corporate Communications

• Definition of corporate communications
• The History of corporate communications
• Stakeholder management and communication
• Differentiating between mission, objectives, and vision
• Defining the corporate identity
• Stakeholder engagement
• Reputation
• Branding
• Aligning image, reputation, and identity
• The Value of corporate identity and Reputation

Module 3: The Key Elements of Public Relations Campaigns

• Target audience
• Media programs
• Advertising
• Key message
• Sponsorship
• Customer case studies
• Media releases
• Editorials

Module 4: Drafting Consistent Messages

• Internal communications
• Measuring emotional capital
• Establishing internal communications goals
• New media for rapid interaction
• Multinational internal communications program
• Friends and family as stakeholders
• Communications monitoring and channels mapping

Module 5: Planning an Effective Public Relations Campaign

• Listing and prioritizing the message
• Select media and message
• Evaluate audience awareness and perception
• Implementing the plan
• Assessing impact

Module 6: Specialist Areas in Corporate Communications

• Journalism and news outlets
• Media Relations
• Components of news
• The impacts of new coverage on corporate communication
• Benefits and challenges of using social media
• Communication in times of crisis
• Organizational identification and employee communication

Module 7: Corporate Affairs and Public Relations in the Corporate Mix

• Public relations in the marketing mix
• PR and strategy
• Financial PR
• PR in the communications mix
• Customer relations and corporate affairs
• Brand PR
• Direct response PR
• The art of leveraging
• Integrating communications/PR and marketing plans

Module 8: The Value of PR Campaigns

• Increased visibility
• Reduced advertising and marketing costs
• Increased credibility
• Reminder of expertise

Module 9: Building a Corporate Communication Strategy

• Types of Corporate communicating strategies
• Cross-cultural aspects of audiences
• Research, evaluation, and measurement
• Planning and implementing communication campaigns and programs
• Measuring corporate reputation
• Global aspects of corporate communications
• The theories on measuring the impacts of communications
• A high and low-context culture

Module 10: Dealing with Stakeholders and the Media

• Press releases
• Damage control
• The various kinds of news media
• Bad PR
• The strategic approach

Module 11: External Factors Affecting PR Campaigns

• Political
• Environmental
• Technological
• Economic
• Social
• Information
• Legal
• Economic