Mastering Public Relations and Corporate Customers Communications

Start Date End Date Venue Fees (US $)
09 Nov 2025 Amsterdam, Netherlands $ 4,950 Register

Mastering Public Relations and Corporate Customers Communications

Introduction

This Mastering Public Relations and Corporate Communications training course is designed to help Communications, PR, and Marketing professionals to audit their current practice and measure its effectiveness in a changing marketplace. Since the Cluetrain Manifesto predicted changes in the way that markets and consumers would behave, communications/PR and marketing have converged. A host of new channels and tools have overtaken much of the mass media that we used to deal with, yet many organizations have hardly changed their approach.

This training course will help practitioners to rethink the way they practice Public Relations, Corporate Communications, and Marketing. The toolkit of skills learned during the course will help increase participants’ ability to meet and exceed corporate objectives. 

This training course will highlight:

  • The New Rules of Marketing and Communications
  • The changing roles of communications and marketing professionals
  • The Use of Social Media to Reach Specific Target Audiences
  • How to Create Content that engages attention and makes readers return
  • The increasing use of video and audio and ways to produce low-cost content

Objectives

    At the end of this course participants will learn how to:

    • Develop content that showcases why you are the choice for your potential customers
    • Build your company personality to help engage with your key audiences
    • Achieve measurable results such as donations, purchases, or subscriptions
    • Measure your results including influencer mentions, product inquiries, and sales
    • Create a Communications Plan
    • Develop audience-centered stakeholder maps

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

This training course is suitable for a wide range of professionals in communication and marketing but will greatly benefit: 

  • Corporate Communications Practitioners / Managers
  • Public Relations Officers / Managers
  • Marketing Officers & or Managers

Course Outline

DAY 1: The New Rules of Marketing and Communications 

  • The Digital Revolution and Today’s Media Environment

  • The Revolution in Consumer Behavior

  • The Psychology of Persuasion

  • Public Relations, Communications and Marketing Trends

  • Key Skills for Communicators and Marketers

  • A Problem-solving Approach to Communications

DAY 2: Stakeholders, Segmentation, and Personas

  • Stakeholder Analysis and Mapping

  • Segmenting Your Audiences

  • Creating Audience Personas

  • Connecting with Stakeholders – multi-channel communications

  • Personalization

  • Communications and Customer Journeys

DAY 3: Convergence of Social and Traditional Media

  • Influencer Marketing

  • Champions and Opinion Formers

  • Thought Leadership and Blogging

  • Search Engine Marketing

  • Use Experience

  • Integrated Media Relations

DAY 4: Creating Content that Works

  • Creating a Message House

  • Storytelling and Identity

  • Corporate Identity, Tone and Style

  • Content Calendars and Evergreen Content

  • Videography and Viral Content

  • Podcasting as Marketing

DAY 5: Evaluation, Analysis, Planning, and Strategy 

  • Output - Out-take and Outcomes - a systematic approach to evaluation

  • The Planning Cycle

  • Evidence-based Analysis

  • The Placemat Approach to Strategy

  • Planning and Corporate Strategy

  • SMART Objectives and KPIs

Accreditation

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