Course Objectives
Certificate in Corporate Communications
Course Methodology
This course relies on the use of individual and group exercises aimed at helping participants learn all key characteristics of corporate communication. The course also features the use of a number of case studies and presentations by participants, followed by discussions.
Course Objectives
By the end of the course, participants will be able to:
Define corporate communication
Apply different techniques and tools to implement an effective corporate communication program
Plan and execute corporate communication programs and campaigns internally and externally
Identify and utilize specialist areas in corporate communication
Employ corporate communication in new organizational developments
Adapt to various avenues of communication within the organization
Target Audience
Personnel who are seeking an in-depth knowledge of corporate communication as well as managers, supervisors and officers experienced in public relations. Other key personnel whose work is based on relations and interaction within the organization or in the external public sphere, particularly in the areas of media, CSR and branding will also benefit from this course.
Target Competencies
Planning, organizing and leading
Written communication
Public speaking and media handling
Building rapport
Controlling and evaluating
Course Outline
Foundations of corporate communication
Definition of corporate communication
Define and explore the concept and history of corporate communication
Differentiation between vision, mission and objectives
Corporate communication in a changing environment
The new media landscape: challenges and opportunities
Stakeholder management and communication
Stakeholder engagement
Definitions of corporate Identity
Branding
Reputation
Importance of corporate identity and reputation
Aligning identity, image and reputation
Developing your corporate communication strategy
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
Specialist areas in corporate communication
Media relations
Journalism and news outlets
Detect what constitutes news
The various effects of news coverage on corporate communication
Employee communication and organizational identification
New media, new communication
Benefits and challenges using social media
Issues management
Communication in times of crisis
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
The communication of organizations
Corporate communication
Marketing communication
Internal communication
Organizing communication
Foundations of corporate communication
Definition of corporate communication
Define and explore the concept and history of corporate communication
Differentiation between vision, mission and objectives
Corporate communication in a changing environment
The new media landscape: challenges and opportunities
Stakeholder management and communication
Stakeholder engagement
Definitions of corporate Identity
Branding
Reputation
Importance of corporate identity and reputation
Aligning identity, image and reputation
Developing your corporate communication strategy
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
Specialist areas in corporate communication
Media relations
Journalism and news outlets
Detect what constitutes news
The various effects of news coverage on corporate communication
Employee communication and organizational identification
New media, new communication
Benefits and challenges using social media
Issues management
Communication in times of crisis
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
The communication of organizations
Corporate communication
Marketing communication
Internal communication
Organizing communication