Public Relations: Corporate PR and Corporate Social Responsibility

Overview

Course duration: 1 day.

Corporate PR theory and practice differs in some important respects from its consumer PR sibling. This course trains you on what those differences are and how to conduct an effective corporate PR programme. It also covers the increasingly important, and changing, field of corporate social responsibility.

Is it right for me?

PR executives, corporate communication executives and line managers in commerce, government and voluntary sectors with the responsibility for advising on corporate PR or managing corporate reputation and corporate social responsibility programmes.

What will I learn?

• Benefit from a grounding in PR in the corporate, as distinct from product or service, context and understand the theory and latest practice of corporate reputation management and corporate social responsibility
• Advise on overall reputation management and to develop effective and measurable PR and CSR programmes to meet business objectives  

What will it cover?

Theories Behind Corporate PR

• Defining corporate reputation
• Corporate communication and intangible assets
• How corporate communications differs from other PR practice

Corporate Reputation Management

• Best and worst reputations
• Measuring reputation - good and bad
• Stakeholders and audiences
• Corporate PR planning, objectives and strategies

CSR and Positive PR

• An explanation of "Licence to Operate"
• The scope and impact of Corporate Social Responsibility
• Cause related marketing as part of the communications
• Corporate philanthropy and its advantages