Public Relations and Reputation Management Diploma
Details
PR & Reputation Management Diploma
This Diploma course runs as a one week intensive programme.
This course includes:
- A clear overview of the key concepts involved in managing and developing organisational communications and reputation
- How PR is evolving into a more business-led, holistic approach best termed "reputation management"
- How organisational, brand and managerial communications can be developed so that a consistent, values-based approach is achieved, which can be aligned with brand strategy
- Emphasis is placed on the proactive, strategic management of brands and their communication to a wide range of stakeholders
The course will be of specific benefit to anyone who wants to gain an overview of current practice in branding and communication strategies, with a focus on managing the overall reputation, identity and positioning of a brand. The training has a multidisciplinary approach that reflects the skills and knowledge currently needed in the market to develop, control and defend a brand. Emphasis is on practical application of current issues taking place in the industry.
LSPR Diploma
The focus of the training is on the delivery of complex issues in a format that is practical, hands on and that the delegate can engage with, in order to effectively implement new ideas and concepts within their role. Up to date case studies and critical thinking exercises will be used throughout.
Award
CPD Approved LSPR Professional Development Diploma: PR & Reputation Management – based on the assessments (see below). The Diploma is awarded as a Pass, Merit or Distinction
- Pass
- Merit
- Distinction
Recognition
The Diploma is approved and recognised by the CPD: www.cpduk.co.uk
Assessments
The final award will be based on the following three assessments:
- Critical Thinking Exercises (20%) - completed during the training
- Shell Analysis (20%) - completed during the training
- Final Project (60%) – submitted by email to LSPR – 4 weeks after completion of the 5 day training. The assessment is based on a 3,000 word project submitted 4 weeks after completing the training. The guidelines and outline of the structure will be provided on the first day of the course.
Outline
Introduction to PR
- Outline of the course: key areas to be covered and their interrelationship
- Overview of the changes in the PR industry and the roles within it
- The relationship between PR and reputation management
- The importance of taking a holistic view of organisations
- Overview of terminology and interrelationship between corporate communications, corporate identity/image, brand communications and corporate reputation
- The importance of risk, issue analysis and proactive management
- The emerging trends that are shaping online communications
- The shift towards value communication and corporate responsibility
- The unifying brand concept and importance of brand equity
Reputation Management
- Introducing the importance of Reputation management
- Fundamentals of reputation management
- Importance of a "good reputation"
- Link with shareholder return
- Why reputation management is complex and requires strong teams and effective leadership
- Overview of a reputation management framework
- Effective methods of expressing corporate values and messages
- Online reputation management, visibility and SEO
- Monitoring and handling negative online comments
- Reputation audits and evaluation
Strategy 1 – Structure and Techniques,
Stakeholder Engagement and Message Development
- The basics of strategic thinking: strategic analysis, choice and implementation and evaluation
- Basic communication plans
- Is strategic planning still relevant?
- Strategic intent: role of vision and mission statements
- Internal and external analysis
- Tactics and actions: examples of effective communication techniques
- Evaluation of strategic plans
- Business intelligence and PR research
- Tools used in online reputation management
- Strategic development in reputation management (looking at issues and risk)
- Stakeholders and target audiences
- Stakeholder management and analysis: identification, mapping, and analysis
- Engaging with stakeholders
- Developing credible messages
- Message framing and delivery
- Reframing messages and keeping news away from outlets
- Online reputation management strategies: listening and engaging
- Handling activists
- NGOs and engagement
Corporate Social Responsibility
- CSR, business, society and reputation
- Overview of key terminology and concepts
- Arguments for and against
- Key concepts and terminology: CSR; sustainability; corporate social responsiveness; corporate citizenship
- The importance of green marketing
- CSR: market place, environment and society
- Role of NGOs and micro-constituents: bloggers and opinion formers
- Stakeholder management and corporate sustainability
- Business support for CSR
- Metrics and non-financial reporting
Corporate Identity, Positioning and Image
- The components of corporate identity (tangibles and intangibles)
- The link between identity, positioning and image
- Brand image development and reputation to form corporate identity
- Logos, slogans and names in brand identity
- The critical importance of positioning and perceptions
- The importance of strong identity in brand success
- Importance of colour and design thinking
- Brand architecture: corporate; endorsed, product – line
- Brand image development and reputation management
Sponsorship and Event Management
- Importance of sponsorship as a corporate communication tool
- Sponsorship and objectives
- Sponsorship - a powerful business tool
- Building blocks of sponsorship: contractual aspects and objectives and proposals
- Developing a sponsorship strategy in line with the overall corporate strategy
- How to structure and protect a relationship
- How to implement a sponsorship strategy – the success factors
- Benefits and good practice in sponsorship
- Impact of social media on sponsorship
- Evaluation of sponsorship and events
- Success factors in event management
- Managing successful events – the do’s and do nots
Corporate Risk and Issue Analysis
- The importance of risk analysis and management for corporate reputation
- The key concepts involved in risk management
- Risk assessment: hazard, control and opportunity risks
- Risk control: planning, mitigation and monitoring
- Risk architecture, strategy and protocols
- Strategic issue management: scanning identification; monitoring; analysis; options; implementation and evaluation
- Issues analysis and stakeholders
- Strategic responses and engagement
- Corporate governance and regulatory issues
Crisis Management
- Different types of crises and their characteristics
- Key stages of a crisis
- Pre-crisis planning: link with risk and issue analysis
- Acute phase: strategic response, stakeholders and message delivery
- Role and impact of social media during a crisis
- Resolution and recovery phase
- Dealing with ill-structured situations and ambiguity during a crisis
- Common mistakes when handling a crisis
- Resilience and vulnerability determination
Brand Management
- The fundamental importance of the brand concept
- How to develop a brand from a product
- What makes a brand successful?
- Brand management and brand strategies
- The importance and nature of brand equity
- Brand experience and narratives
- Brand e-strategies and social media platforms
- Brand IP protection and online reputation management
- Role of archetypes and narratives
- Brand metrics
Media Relations and Brand Advocacy
- Structure of the traditional and new/social media
- What makes a good news or PR story?
- What makes a good press release?
- How to engage with media
- Importance of media strategies for reputation control
- Techniques of media: traditional vs. social media
- Corporate communications and media: are firms becoming their own news agencies?
- Social media as news: role of bloggers and other critical influencers
- Why material gets rejected or simply ignored
- Identifying audiences and key stakeholders
- How journalists research their stories: role of blogs, wikis, Twitter etc Overview of the portfolio of technology platforms available and their interdependence: apps, Twitter, YouTube, Facebook etc
- Importance of corporate architecture: corporate, endorsed, product or line brands
- Difficult issues: advertising, attention, open source innovation; social media
- The declining influence of traditional media
- The problem of free!
- Issues relating to channel proliferation and complexity
- Evaluation of key models: Skype; Apple; Amazon; Dell; P&G; Google
Speaker/s
Jo Lynn started her PR career when she was headhunted from The Evening Standard by fashion guru, Erika Frei of EFA. She pursued her PR career through big agencies such as Burson-Marsteller, Good Relations and Lynne Franks, spending her last years as a Director. Her experience spans Food and Drink, Retail, Pharma, Corporate, Crisis Issues, Press Relations, Media Training and Personal Branding. Her background working in newsrooms (The Times and The now defunct News of the World) was useful when dealing with the negative press associated with NutraSweet, both pre-regulatory approval and once approved in the UK. The same arguments against NutraSweet arise to this day, thanks to back cuttings and the web; the lazy journalist’s research tools. NutraSweet additionally extended her understanding of the Soft Drinks industry, as The NutraSweet Information Board (run by Jo in 13 countries) communicated regularly and advised brands such as Coca-Cola and Pepsi.
This included trouble shooting on occasion, such as when NutraSweet was exposed on World in Action. It is also how she developed her skills in lobbying. Her experience with strategic partners was a useful background to the years she headed up the consumer division of RPPR, whose biggest client was AIRMILES. At the time, Sainsbury was a strategic partner, as was NatWest. AIRMILES also pioneered the smart card revolution which has led to the Big Data technology of today. Other blue chip brands Jo has been responsible for include Tesco, Hornes, WeightWatchers, Canderel, Groupe INSEEC and The Association of Women Solicitors (now incorporated into the Law Society). The Pharma clients she has worked with include G.D. Searle, Monsanto, Warner Lambert and Reckitt & Coleman.
One of Jo’s specialisms is food and drink and she was head of Food and Drink at Lynne Franks, where her clients included the Restaurant Association of Great Britain and glamorous restaurants of the time such as The Mirabelle. One of her biggest charity events was The Liz Taylor Aids lunch at The Mirabelle.
Jo left big agency to become a consultant and is still acting as a working PR. Over the past 12 years her digital experience has grown. She edited a student website, StudentBonkers for two years and has worked for many digital clients. She has a thorough understanding of how to strategize media placement, knowing how best to combine social media, web-zines and traditional media. Her motto is: “New media, same scientific approach”.
Although many of Jo’s clients have been blue chip or Corporate brands, she has also worked for some interesting Personal Development gurus, including Tony Robinson. As a pre-requisite to being a member of the RPPR board, she was required to attend Tony’s four day course and walk over hot coals – as she would of course for any of her clients!
Special Offer
DISCOUNTS:
Spring discount* - 10% off the course fee - use discount code:
SpringSale10%
* This offer is subject to availability and cannot be used in conjunction with any other offer. Terms and conditions apply.
- PR and Reputation Management
- Crisis Management
- Brand Management
- Social Media and Social Influence
- Personal Branding and Influence
- CSR and Green Marketing
- Business Strategy for Business
Our primary mission is to provide courses that explain how brands can build reputational capabilities that help organisations to stay competitive and take advantage of the growing importance of social influence and the changing nature of business.
In addition to its training profile, LSPR has been actively involved in business development. Our extensive client list reflects our global success in attracting a wide range of organisations who have selected LSPR for its dynamic, solutions-driven approach to training. LSPR also brings a wealth of global training experience through franchise operations.
We welcome individuals and corporate clients alike, and are very happy to develop tailor-made courses. If you are fascinated by brands, intrigued by corporate communications, absorbed by social media and want to learn more, LSPR will provide you with the skills and insights required to stay ahead of others and keep yourself attractive to employers or customers. ...
