Strategic Communication Skills for Advanced Public Relations

Course schedule

Classroom Training:
30 Sep - 4 Oct 2024London5 days£4,250

Please note: prices shown above are exclusive of VAT (20%).

Course Overview

Sharpen your strategic communication skills to manage complex public relations campaigns. This course teaches advanced messaging, media strategy, and stakeholder engagement for PR professionals.

Who Should Attend

  • Directors of all organisations: in every sector
  • Managers of departments or projects
  • Team leaders and supervisors
  • Everybody who would like to make more impact with their communication skills

Course Outcomes

  • Understand and apply the principles of communication for powerful and effective Public Relations strategy and implementation
  • Build relationships of trust with stakeholders through consistent and relevant communication
  • Promote and protect their brand with influential communication
  • Communicate with confidence with difficult stakeholders
  • Manage crisis situations positively
  • Apply the tips and avoid the traps of effective communication

Course Topics

Fundamentals of effective communication for all PR and media

  • Purpose objectives and measures of success
  • Research segment understand and respect stakeholder needs
  • Clear structure with relevant messages through appropriate media
  • Harness the 5 senses for effective PR
  • Ask for receive and utilise feedback
  • Project management of all communication: macro and micro

Oral communication skills

  • How much people hear understand and why
  • Voice: including tone volume variety to influence impact
  • Ask appropriate questions
  • Listen actively to the answers
  • Evaluate responses and adjust approach
  • Overcome challenges of: telephone conference calls podcasts etc

Written communication skills

  • How people read
  • Adapt language approach structure and content accordingly
  • Skilled writing editing and proofreading
  • Personalise mass communication
  • Monitor and measure effectiveness and impact
  • Adapt writing to each stakeholder and media including: email; PR briefs; strategy and planning reports; websites

Face-to-face communication

  • Read other people’s body language
  • Manage your own body language to support your message
  • Evaluate what’s said in contrast to what’s demonstrated through body language
  • Convey messages without words
  • Incorporate cultural traditions and differences
  • Use these skills in all meetings with all stakeholders

Bringing all the skills together to:

  • Resolve stakeholder complaints and conflict
  • Give powerful and winning presentations
  • Manage press conferences
  • Give confident press interviews
  • Chair and participate in productive meetings

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