Corporate Communications Certificate
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.
Description
Effective communication is critically important for all organisations. Through effective communication, customers learn about your products or services and what makes your brand stand out from competitors. It enables management and staff to strive for the same strategic goals and informs investors, the media, and the public about your activities. Corporate communication is all about how organisations communicate with internal and external stakeholders of all types. Excellent Corporate Communications enhances reputation, engages employees, encourages investors, excites the media, and educates the public.
Organisational Impact
Your company will benefit in the following ways:
- Optimise your communication spend using new media approaches
- Improved communication targeting strategies
- Achieve greater audience engagement and response
- Having access to richer social media and traditional content
- Expand the network of communication champions among staff and other stakeholders
Personal Impact
The personal benefits to be derived from attending this ICL training programme include the following:
- Greater understanding of the changing media landscape
- Improved ability to target specific audiences and assess outcomes
- Greater understanding of how to optimise media presence
- Improved writing skills
- Improved skills in creating new approaches and content
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
Who is this Training Course for?
This ICL training course is suitable to a wide range of professionals in communication and marketing but will greatly benefit:
- Corporate Communications Practitioners / Managers
- Public Relations Officers / Managers
- Marketing Officers & or Managers
How will this Training Course be Presented?
This ICL training is an intensive, updating training course illustrated throughout with practical examples. It is highly activity-based and uses group work extensively alongside case-studies, demonstrations, lectures and videos. It focuses on strategic insight, practitioner skills, tools and techniques for the effective management of these important business functions.
The Course Content
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
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
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
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
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