Strategic Communications and Public Relations Training Course

Participants can prioritise stakeholders and convert research evidence into engagement decisions.

• Stakeholder mapping using power-interest grids, salience and relationship strength
• Priority publics segmented by needs, influence, trust and information preferences
• Persona evidence distinguished from assumptions, stereotypes and demographic shortcuts
• Listening plans combining interviews, media monitoring, search and social signals
• Message testing criteria: relevance, credibility, clarity, distinction and action
• Stakeholder engagement plans specifying contact cadence, owners and escalation triggers

Participants can create clear, defensible messages for corporate, policy and reputation priorities.

• Message architecture connecting corporate purpose, proof points and audience benefit
• House messages structured through narrative arc, supporting claims and evidence
• Message maps preparing spokespeople for hostile questions and competing frames
• Framing techniques addressing uncertainty, trade-offs, risk and public value
• Plain-language editing removes jargon, vague claims and unsupported superlatives
• Visual and verbal consistency managed through editorial standards and brand voice

Participants can plan proactive media engagement and prepare spokespeople for challenging interviews.

• Media landscape analysis distinguishes beat reporters, editors, creators and trade titles
• Newsworthiness assessed through timeliness, consequence, conflict, novelty and proximity
• Media lists prioritised by audience fit, influence, editorial remit and relationships
• Press releases built with inverted-pyramid structure, quotes, facts and contact details
• Pitch emails tailored to journalist interests, deadlines and publication formats
• Interview preparation uses bridging, flagging, hooking and disciplined message repetition

Participants can coordinate channel roles, content decisions and online response procedures.

• PESO Model assigns paid, earned, shared and owned channel roles
• Editorial calendars connect campaign moments, content formats, approvals and publishing dates
• Channel selection balances audience behaviour, message sensitivity and response capacity
• Social listening identifies emerging themes, misinformation, influential accounts and sentiment
• Community management protocols define response tone, service hand-offs and moderation thresholds
• Accessible content applies alt text, captions, plain language and readable layouts

Participants can plan communication that supports employee understanding, manager action and organisational change.

• Change communication diagnoses sponsor alignment, employee concerns and readiness gaps
• ADKAR model links awareness, desire, knowledge, ability and reinforcement messages
• Leader communication cascades equip managers with briefing packs and feedback routes
• Employee listening loops combine pulse surveys, forums, questions and action tracking
• Internal channels matched to urgency, confidentiality, dialogue and workforce access
• Change narratives explain rationale, personal impact, choices and implementation milestones

Participants can prepare proportionate communication responses to emerging issues and major incidents.

• Issues registers score likelihood, impact, velocity, ownership and warning indicators
• Crisis team roles define incident command, spokesperson authority and decision escalation
• Holding statements balance verified facts, empathy, accountability and legal constraints
• Scenario plans address operational failure, misconduct, cyberattack and stakeholder harm
• Dark sites, Q&A documents and call-centre scripts prepared for activation
• Post-incident reviews capture decisions, response timing, stakeholder feedback and corrective actions

Participants can select meaningful measures and report communication contribution to senior decision-makers.

• Logic models connect activities, outputs, outtakes, outcomes and organisational value
• AMEC Integrated Evaluation Framework selects measures for objectives and audiences
• Barcelona Principles 3.0 guide valid, ethical communication measurement choices
• Media analysis codes prominence, tone, key messages, spokespeople and competitors
• Dashboards distinguish leading indicators, outcome measures, targets and management decisions
• Evaluation reports explain contribution, limitations, learning and recommended course corrections

Participants can apply defensible ethical and governance standards to sensitive communication decisions.

• Approval matrices clarify authority for public statements, campaigns and sensitive content
• Disclosure decisions consider materiality, confidentiality, consent, regulation and public interest
• Ethical tests examine truthfulness, harm, fairness, transparency and accountability
• Misinformation response protocols distinguish correction, rebuttal, monitoring and non-engagement
• Influencer partnerships require disclosure, brand safety, contractual controls and audience fit
• Records management preserves approvals, source evidence, claims substantiation and version history

Participants can direct an integrated communications programme and establish a practical implementation plan.

• Integrated communication plans sequence stakeholder actions, channels, content and decision gates
• Campaign budgets allocate production, media, monitoring, contingency and agency costs
• Workback schedules map dependencies, approval deadlines, launch dates and reporting cycles
• Risk registers assign mitigations, owners, triggers and communication contingencies
• Executive briefings present choices, evidence, resource needs and expected outcomes
• Personal application plans commit priority actions, sponsors, milestones and review dates