Certified Diploma in Advanced Public Relations, Communication Marketing & Branding
Course Code: PR110
Introduction
This Certified Diploma Program (AMC& IFTDO Certified) in PR, Communications, Marketing & Branding are at the heart of business performance. Modern methods, tools, and channels have greatly increased its power.
This lively and challenging program is focused on developing skills and competence to practice effectively in today’s organizational environment.
Also this PR Diploma cover the Marketing Communications and Brand Management which will provides participants with an understanding of the concepts of marketing communications and branding activities at a practical level.
The focus is primarily on enhancing the skills and knowledge needed to co-ordinate communication activities and manage campaigns. Some theories and strategic issues are covered to provide a relevant context to practice.
Course Outline
Day 1:
The 21st Century Communicator:
- Introduction and welcome
- Goal setting for the program
- The role of Communications PR in the organization
- The range of media and channels
- A problem-solving approach to PR
- Personal goal-setting for the program
Day 2:
From Theory to Successful Practice:
- Communications models: implications for practice
- Psychological themes and construction in practice
- The art of influence and persuasion
- Ethics and communications
- Organizational transparency and communications
- Taking and interpreting communication briefs
The Medium is The Message:
- Managing stakeholder relations
- Managing government relations
- Choosing channels - matching media to tasks and stakeholders
- Writing and editing a newsletter, newspaper or magazine
- Writing for the web
- Organizing events and exhibitions
Management of Communication:
- Improving the power of communications in the organization
- Measuring communications effectiveness
- Using measurement to improve performance
- Crisis communication
- Reputational management
Day 3:
Measurement and Analytics in PR:
- PR Measurement Frameworks: Establishing metrics to assess PR effectiveness.
- Data Analysis: Interpreting PR data to make informed decisions.
- Return on Investment (ROI) in PR: Demonstrating the value of PR efforts.
Corporate Communication and Branding
- Corporate Identity and Branding: Aligning PR with brand values.
- Internal Communication: Engaging employees as brand advocates.
- Investor Relations: Managing communication with shareholders and investors.
Day 4:
Ethical Considerations in PR
- Ethical PR Practices: Upholding ethical standards in PR campaigns.
- Transparency and Authenticity: Building trust through transparent communication.
- Legal and Regulatory Issues: Navigating legal and regulatory constraints in PR.
Global PR and Cultural Sensitivity
- International PR Campaigns: Adapting PR strategies for global audiences.
- Cultural Intelligence: Understanding cultural nuances in communication.
- Localization vs. Standardization: Balancing global and local PR approaches.
Day 5:
Advanced PR Case Studies and Projects
- Analyzing Real-World PR Campaigns: Case studies of successful and challenging PR campaigns.
- Practical Projects: Applying advanced PR concepts to real-world scenarios.
- Capstone Project: Designing a comprehensive PR campaign from concept to evaluation.
Day 6:
How Marketing Communication Works ?
- The communications process
- How audiences process information and make decisions
- Establishing and maintaining successful stakeholder relationships
- Above and below the line activities
- Ethics, responsibility and codes of practice
- Understanding global audiences and communication challenges
The Marketing Communications mix
- How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
- Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store
- Co-ordinating and integrating marketing communication activities
- Insights into media planning and buying
- Developing effective messages using the different types of appeals
- Creating content audiences pay attention to and understand
Day 7:
Managing Marketing Communication Programmes and Campaigns
- Selecting between the different marketing communication strategies
- Frameworks for planning communication activities
- Developing advertising and sales promotion campaigns
- Developing public relations and direct marketing campaigns
- Finances: forecasting expenditure and allocating budgets
- Metrics and evaluating the effectiveness of communication activities
Developing and Managing Brand Identity
- Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
- A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
- More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
- Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles
- The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
- Best practice branding case studies
Day 8:
Action Planning
- Putting it all together: developing a marketing communications plan tailored to your organisation and stakeholders
- Identifying and setting priorities for implementation
- Winning support from key internal personnel for implementation
- Personal coaching: presenting the challenges you will face implementing your plan, for feedback and support
- Developing a personal action plan based on your strengths and areas for development identified during this programme
Day 9:
Public Relations and Corporate Communication
- PR Strategies: Building positive relationships with the media and the public.
- Crisis Communication: Managing and responding to PR crises effectively.
- Stakeholder Engagement: Engaging with various stakeholders to maintain positive relationships.
Day 10:
Brand Identity and Design
- Visual Identity: Developing logos, color schemes, and other visual elements.
- Brand Guidelines: Creating guidelines to ensure consistent branding across all touchpoints.
- Packaging and Product Design: Incorporating brand identity into product design.
Brand Extension and Portfolio Management
- Brand Extensions: Expanding a brand into new product or service categories.
- Managing Brand Portfolio: Coordinating multiple brands within a company's portfolio.
- Brand Architecture: Designing a structure for brands within a portfolio.
Day 11:
Global PR and Cultural Sensitivity
- International PR Campaigns: Adapting PR strategies for global audiences.
- Cultural Intelligence: Understanding cultural nuances in communication.
- Localization vs. Standardization: Balancing global and local PR approaches.
Day 12:
Global Branding and Cultural Considerations
- International Branding:
- Adapting branding strategies for global markets.
- Cultural Sensitivity: Considering cultural nuances in branding and communications.
Globalization: Balancing global and local branding approaches.
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