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Business Strategy for PR

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Short Course by LSPR

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On-Site / Short Course

GBP 850.00

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Details

The main focus and intent of the course is to provide managers with a rapid overview of what are considered important and relevant techniques for business analysis that can be applied to their current roles. The approach mixes qualitative and quantitative methods, with a strong emphasis on the ability to decipher outcomes and data from social media campaigns alongside the more established methods. A constant theme within the course is the importance of analysis and evidence that informs and helps guide and allows managers the opportunities to make better, more informed and rational decisions.

The course has been developed in response to the increasing demand being placed on middle managers for business analytical skills, which include basic finance and tools for planning and strategic anticipation. The course provides an overview of ten core business analytical techniques, including financial ratio and statement analysis. It is divided into five parts. The first part of the course looks at those factors that are important in strategic analysis and then explores established analytical tools and how best to use and extract value from them. Secondly, the course explores the importance of intellectual capital, managing and valuing intangibles and brand equity. Next, we examine key techniques. The fourth part of the course covers financial ratios and statements, as well as a number of important key performance indicators (KPIs). In the final section, we examine how best to use tools for strategic anticipation and elements of forecasting.

Outline

This course has five main modules:

Module One: The Role of Business Analysis

The importance of analysis in strategic development and decision-making
Trends in analysis and the shifts in demands and thinking
Is competitive advantage dead?
What about Big Data?

Module Two: The Importance of Intellectual Capital and Brand Equity

What is intellectual capital?
Why is it useful?
Structural capital
Stakeholder (human) capital, relational capital
Link with brand equity
Measuring brand equity

Module Three: Key Techniques For Business Analysis

Competitor analysis
Five forces industry analysis
Driving forces analysis
Macroeconomic analysis – PESTEL
Value chain analysis
Win/loss analysis
Analysis of social media campaigns and social media metrics

Module Four: Financial Ratio and Statement Analysis

Efficiency ratios
Solvency ratios
Liquidity analysis ratios
Probability analysis ratios
Other key KPIs

Module Five: Strategic Anticipation

What is strategic anticipation or analysis?
Strategic Issue management
Scenario analysis
Horizon scanning
Pattern analysis
What is forecasting and why is it useful?

Speaker/s

John Dalton

John has taught reputation management and related disciplines in over 30 countries. He is also the author of many books and has published countless business and economic articles. In 2012 John contributed to a major book on Reputation Management, published by Bloomsbury, along with some of the leading authorities in crisis and reputation management globally.In 2012 John also became Director of the Centre for Issue and Crisis Management, which acts as both a think tank and an advisory service to multinational corporations exploring global risks to their brands.

Dalal Nageh

Dalal is the LSPR Course Director and Senior Trainer in Corporate Identity and Sponsorship. During the Libyan revolution in 2011, Dalal was an advisor for a group of professionals who wanted to bring humanitarian assistance to the Libyan people. She also advised the Transitional National Council on message framing, stakeholder engagement, as well as developing awareness campaigns and helped draft press releases that were approved in the UK media and with the Prime Minister's Office in Downing Street.

Chris Mason

Chris has 25 years' experience in press and public relations. He worked as a reporter and sub-editor, within Overseas Press and Radio Division at the Central Office of Information (COI), head of Scotland Yard's Press Bureau and Assistant Director of Corporate Communications at the Civil Aviation Authority.

Chris specialised in crisis communications planning and has 'hands-on' experience of dealing with news events of national and international interest. At the CAA he managed a programme of media training courses for key staff and during his time at the Metropolitan Police set up and ran a series of training exercises for Information Officers on COI media training courses. Throughout Chris’s career he has been responsible for training and mentoring a succession of new entrants to the PR profession and always found this to be a rewarding and enjoyable role.

Susan Croft

Susan is a co-founder and Executive Director of Skill-Pill Mobile Learning, offering mobile learning and information solutions to businesses. Susan is a member of the Advisory Board of the London

School of Public Relations and a partner of ASC Training & Consulting.

As a trained journalist she worked on a London newspaper in the early part of her career. She also specialises in media and public speaking training for executives, educators and professionals.

As an international trainer, Susan teaches at a number of leading Universities in the USA, including San Jose State and USF (Tampa).

Special Offer

DISCOUNTS:

GROUP BOOKING - 20% off group booking for 3 or more people* from the same organisation.

Code: Group20%

ALUMNI LOYALTY SCHEME - 20% off any course fee*.

Code: Alumni20%

2 FOR 1 - bring a colleague, friend or family member for free* on the same course

Code: 2for1

FREELANCERS AND CHARITIES - 15% off any course fee*.

Code: FCH15%

* The offers are subject to availability and cannot be used in conjunction with any other offer. Terms and conditions apply.

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The London School of Public Relations (LSPR) is a training and business development organisation located in Notting Hill Gate, London. Established in 1992, LSPR specialises in the following areas:

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. ...

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