Public Relations Skills - Institutional Communication
Course Code: PR53
Course Objective
- Building and Enhancing Reputation: The primary objective of institutional communication is to build and enhance the reputation of the organization. This involves establishing a positive image and perception among key stakeholders, including the public, customers, investors, employees, and the media.
- Establishing Credibility and Trust: PR professionals strive to establish credibility and trust for the organization. By effectively communicating key messages, demonstrating transparency, and delivering on promises, they aim to build trust with stakeholders and establish the organization as a reliable and reputable entity.
- Managing Crisis and Issues: Institutional communication plays a critical role in managing crises and issues that may arise. The objective is to respond swiftly, effectively, and transparently to minimize reputational damage, address concerns, and restore confidence in the organization.
- Creating and Promoting Positive Public Image: PR professionals work to create and promote a positive public image for the organization. They aim to highlight the organization's strengths, achievements, and positive impact on society through strategic communication campaigns, media relations, and community engagement.
Course Outline
- Strategic Planning: Public relations professionals need to develop a comprehensive communication strategy that aligns with the organization's overall goals and objectives. This involves analyzing the target audience, identifying key messages, and selecting appropriate communication channels.
- Message Development: Crafting clear, concise, and compelling messages is essential in institutional communication. PR professionals must have the ability to tailor messages for different audiences and communicate complex information in a simple and engaging manner.
- Media Relations: Managing relationships with the media is crucial for institutional communication. PR professionals should establish strong connections with journalists and media outlets, pitch stories and press releases, and facilitate interviews and media coverage. They should also be skilled in crisis communication and handling media inquiries during challenging times.
- Internal Communication: Effective internal communication ensures that employees are well-informed and aligned with the organization's goals. PR professionals should develop strategies to communicate organizational changes, company news, and other relevant information to employees through newsletters, intranets, email updates, and town hall meetings.
- Social Media and Online Presence: Maintaining a strong online presence is essential in today's digital age. PR professionals should be well-versed in social media platforms, content creation, and community management. They should monitor and engage in online conversations, respond to feedback and inquiries, and use social media to promote the organization's values, products, and initiatives.
The Cost Of The Training Program Includes The Following:
- Scientific article on flash memory.
- Training Room.
- Training.
- Coffee break.
- The training bag includes all the tools for the course.
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