Certified Public Affairs Officer Training Course

Why select this training course?

Lately, there have been many changes in how organizations relationship with the public and give updates about how their operation works or areas of operation. More focus has been given to public affairs and relations. Businesses, institutions, and organizations now connect more with their target audience, stakeholders, and external partners. These organizations work closely with the media and press to pass information to the public about their objectives, mission, etc. That places the organization in the excellent public eye.

Who is a public affairs officer?

A Public Affairs Officer plans and works closely with the public to ensure the organization’s reputation is well managed. A Public Affairs Officer works with the media and other media apparatus to coordinate the key messages and objectives of the organization to the public. An effective Public Affairs Officer helps the organization influence process and maintain an excellent public image.

How do public affairs impact organizations? 

In today’s world, media attention can showcase an organization in a positive or negative light. Therefore, an organization should always strive to maintain a positive public image to connect more with its target audience. An excellent public image helps the organization reach more people who can be converted into high-paying clients, thereby increasing the productivity and profit of the organization.

The participants of The Certified Public Affairs Officer Training Course by Rcademy will emerge from it with the ability to have a comprehensive awareness of and competence in public affairs and media relations. They will learn the knowledge, skills, and awareness essential to filter any news and information about the organization that is to be broadcast to keep the organization’s positive image intact.

Who should attend?

The Certified Public Affairs Officer Training Course by Rcademy is suitable for many professionals who work in corporate organizations, institutions, the military, etc. The course applies to those with a line of duties around communication, especially with the public. This course is most applicable to the following set of professionals:

• Public Affairs Officer who oversees communicating the activities of the organization to the public
• Public relations officer responsible for creating the branding and maintaining the reputation of the organization
• Marketers are in charge of getting buyers or reaching the target audience for an organization’s goods or services
• Social media manager who specializes in using digital media to promote the organization’s reach and coverage
• Communication specialist who is in charge of managing both internal and external communication of the organization
• Human resource professionals who manage personnel in the organization to ensure that they conform with the practices and guidelines set for the organization
• Investors and stakeholders who have a stake in the organization could be affected by the public perception or acceptance
• Senior management who oversees the strategic management of corporate affairs
• Board of directors that ensures that the organization operates and meets the company’s objectives and mission
• Professional interested in learning about public affairs and media management 

What are the course objectives?

The Certified Public Affairs Officer Training Course by Rcademy aims to achieve the following objectives at the end of the course:

• Have a thorough understanding and expertise in media relations and public affairs
• Possess the necessary knowledge, skills, and awareness to filter all news and information about the organization that is to be disseminated to maintain the organization’s favorable image
• Develop the confidence and experience necessary to establish a positive connection with media workers to exert control over the type and substance of news about the organization that is published
• Possess the necessary expertise and understanding to thoroughly review the content of press releases and similar documents before they are made public
• Develop the total skill set and competence to perform crucial senior responsibilities in media relations and public affairs, contributing to the business’s branding, growth, and success
• Develop appropriate expertise and exposure to serve as an organization’s spokesman while keeping in mind and maintaining the organization’s image and reputation
• Learn how to disclose relevant information to the public without jeopardizing the organization’s image
• Regulate the flow of information and news from the organization to the public via the media while keeping the organization’s best interests in mind

How will this course be presented?

This training course emphasizes the core area of Public Affairs and how it can be effectively used. Rcademy uses a combination of adult learning methodologies that effectively communicate critical information regarding the course content and help participants further develop their skills and expertise.

The course is presented in modules and allows participants to learn efficiently while retaining the core information presented in the course. The course is fully optimized to cover the most important learning area and is delivered in a practical format.

What are the topics covered in this course?

Module 1: Introduction to Public Affairs 

• Overview of Public Affairs Role
  – Goals and targets
• Public Affairs approaches
• Identity and image
• Overview of effective communication and strategy
• Using communication as a change management

Module 2: Organisation Communication Style 

• Internal communication
• External communication
• Social currency
• Communications channels
  – Mapping
  – Monitoring
• Setting communication goals
• Use of digital media

Module 3: Public Affairs and Public Relations 

• Importance of Public Affairs and Relations
• Application of Public Affairs
  – Communication mix
  – Marketing mix
  – Individual public relations
  – Financial public relations
• Public relations strategy
• Branding strategy
• Public Affairs and customers relations

Module 4: Persuasive Action Planning

• Performance measurement
  – Strategy and tactics
• Public Affairs development
  – Tools and techniques
• Networking approach
• Influencing decision making

Module 5: Public Affairs Strategy

• Principles of Public Affairs
• Role of Public Affairs
• Synergising Public Affairs and government relations
• Management of Public Affairs
  – Stakeholder analysis
• Political landscapes
  – Mapping Public Affairs

Module 6: Public Affairs Programmes

• Setting of objectives
• Positioning with stakeholders
• Stakeholders’ management
  – Engagement
  – Support
• Issues management
• Audience management
• Alliance building

Module 7: Media Strategies

• Overview of media relations
• Public appearances
  – Broadcast appearances
• Campaign management
• Advocacy
• Press coverage
• News media

Module 8: Public Affairs Programme Execution 

• Setting program target
  – Indicators
  – Issues affecting the target
• Digital media
  – Social media
  – Tech trends
• Corporate political activity
• Corporate Social Responsibility (CSR)
• Lobbying activities
  – Regulation
• Values and professionalism
• Discipline

Module 9: Identifying and Prioritising Stakeholders 

• Identifying stakeholders
• Prioritizing stakeholders
• The situational theory of public
• A contingency approach to Public Affairs

Module 10: Public Affairs Research

• Overview of research
  – Importance
  – Purpose
  – Forms of research
• Types of research
• Formative research to analyze situations