Managing and Leading Strategic Communication: Public Relations, Marketing and Internal Communication
Course Details
Objectives
• Improve stakeholder engagement and relationship building skills
• Assess brand and reputation, ensuring they are consistent, understood and valued by stakeholders
• Develop shared understanding of organisational mission, vision, values and business objectives
• Use communication activities to win employees’ understanding of and commitment to change and transformation
• Effectively guide team members and PR professionals in developing communication strategies and plans that support business objectives
Outline
Leading Communications
• Relational leadership: influencing and inspiring through relationships
• Building trust & credibility: integrity, likeability & perceived expertise
• Guiding stakeholder communications: interpreting strategic issues & providing strategic guidance
• Inspiring, influencing and persuading through storytelling
• Focus on the triple bottom line: economic, environmental & social performance
Communicating during Change
• Ethos and desire: communicating compelling visions that change corporate culture
• Walk the walk, talk the talk: the leader’s role during change
• Commitment from senior managers: creating a coalition of committed communicators
• Transparent communications & reputation risk management
Focusing Communication Efforts
• Aligning communications strategy with business objectives
• Structuring communications to support a high-performance culture
• Delivering real benefits from communications: engaged audiences, effective organisation, improved productivity
• Managing resources efficiently: people, technology & budgets
Engaging Employees
• Engaging & empowering employees: effective communications within organisations
• Turning managers into effective communicators: capabilities, core competencies and performance
• Engaging hard to reach employees: call centres, remote offices, field engineers, sales people
• Helping new employees settle in and feel part of the organisation
Brand Management
• Corporate identity, image & reputation, vision, mission & values
• Building competitive advantage and business through branding
• Sharing the investment story: Investor relations and financial PR
• The leader’s communication role during crises
• Developing a personal action plan
Who Should Attend ?
Professionals and leaders who wish to learn more about the communication challenges currently facing their organisations and improve management of communications within their teams
