Sales and Marketing

Public Relations and Corporate Communications

Reputation is built slowly through ordinary conduct and lost quickly through a badly handled event, and the communications function is usually resourced for the first and judged on the second. This course covers both. Delegates work through defining what the organisation wants to be known for, and the difference between a message and a claim. Media relations follow, including how journalists actually work, what makes something a story and the interview that goes wrong. Written materials are covered: releases, statements and the holding line that buys time without saying nothing. Stakeholder and community engagement are addressed, particularly where operations affect people directly. Internal communication is treated as part of external reputation, since staff are the most credible source about their employer. Issues management and crisis communication follow, including the first hour. The course closes on measurement and on rebuilding trust after damage.