Aimed at Chief Communications Officers, public relations and communications directors, managers, practitioners and staff, the public relations short courses are incredibly helpful. With this course, you can understand the organisational context in which public relations planning and management are undertaken. You will also learn to use strategic tools to analyse the external and organisational context.

Learning outcomes
Upon completion of this public relations course, you will be able to understand:

The principal external influences and the organisational context in which public relations planning and management are undertaken.
How to use strategic tools to analyse the external and organisational context.
How to plan a research-based strategic campaign or programme.
How to effectively manage and evaluate the impact of campaigns and programmes.
The importance and implications of living in a ‘brand society’.
Key concepts of corporate image, reputation and identity.
The process of reputation management (corporate branding).
Media relations from historical and professional/ethical perspectives.
The distinction between editorial and advertising approaches to media placement.
Media relations from media and political perspectives.
Media relations practice.
Internal communication in practice.
The employee/employer relationship within contemporary organisations and their environments.
Communication roles for effective leadership and management.
Corporate strategies, tactics and evaluation methods for communicating with employees.
Concepts of community involvement, corporate social responsibility and cause-related marketing.
Key principles of community relationship building and how to apply this understanding to simple, meaningful scenarios.
Issues arising from an organisation’s community involvement.
Corporate strategies for integrating corporate social responsibility and community programmes into the business plan from a stakeholder perspective.