PROGRAMME OUTLINE
DAY 1 - Introduction and Welcome: The Power of Communication
	- Introduction and welcome
 
	- Course programmed, design and options
 
	- Opening exercise: Goal setting
 
	- Corporate Affairs and Public Affairs approaches
 
	- Corporate identity and image
 
	- Corporate communications overview and strategy
 
	- External reputation management Communication as a change agent
 
	- Communication as goal for all managers
 
DAY 2 - From the Inside Out: Crafting Consistent Messages
	- Internal communications
 
	- Family and friends as Stakeholder
 
	- Measuring emotional capital
 
	- Communications channels mapping and monitoring
 
	- Setting internal communications goals
 
	- New media for rapid interaction
 
	- Champions, opinion formers and incentivisation
 
	- The place of the company magazine/newsletter
 
	- The multinational internal communications programme
 
	- Commitment from internal decision makers
 
DAY 3 - Risks and Threats: Their Identification and Management 
	- Single issue politics
 
	- Special interest groups
 
	- Whistleblowers and the rules of disclosure
 
	- External opinion formers
 
	- Cause related PR and core values
 
	- Campaigns, their design and planning
 
	- A crisis management toolkit
 
	- Stakeholder interest inventories
 
	- Opinion former networks
 
DAY 4 - Corporate Affair/PR in the Corporate Mix
	- PR in the communications mix
 
	- PR in the marketing mix
 
	- Direct response PR
 
	- Financial PR
 
	- PR and strategy
 
	- Brand PR
 
	- Persuasion measurement techniques
 
	- Integrating PR/Communications and marketing plans
 
	- The art of leveraging
 
	- Corporate affairs and customer relations
 
DAY 5 - Powerful and Persuasive Action Planning 
	- Measurement of performance: bottom line impact
 
	- Translating strategy to tactics
 
	- Horizons for PR and corporate affairs development
 
	- Tools and Techniques summary: a tactical inventory
 
	- Recruiting allies: a networking approach
 
	- Justifying the plan and convincing top management
 
	- Making the most of other disciplines to maximise results
 
	- Individual and group consultancy
 
	- Further sources of help and information