Nowadays, we are experiencing many high-profile scandals in the corporate world. Such scandals create a tough environment for organizations to conduct business, maintain…
Nowadays, we are experiencing many high-profile scandals in the corporate world. Such scandals create a tough environment for organizations to conduct business, maintain effective communication and safeguard a positive image and reputation. Corporate Communication is based on the belief that sustainable communication is essential for the health of organizations. In this course we introduce and discuss the theories, tools and perspectives of corporate and organizational communication to be used to enhance participants’ development as communication professionals with the practical insight to deal with complex communication issues in modern organizations within a company as well as externally.
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
Employ corporate communication in practice
Implement PR and media tools in corporate communication
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
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
Schedule & Fees
2026 Schedule & Fees
There are no public sessions remaining for the course this year. Please contact us if you wish to have a customized in-house session, or to find out how an additional public session can be scheduled.