+ Program Outline

Engaging employees in the business today is the most critical path to assuring that a company is able to succeed in a rapidly changing, ever-more competitive environment. Engaged, informed and motivated employees are better able to understand these challenges in the larger context of what their organization needs to do and, more specifically, how they fit into that strategic approach.

The question is, “How in the context of growing corporate uncertainty can you get and keep employees engaged?” This workshop addresses this moving target, including the critical role played by effective employee communications.

This module is designed to enable corporate communications professionals to better understand the importance of the reputational asset of corporations and brands, and to enhance their ability to manage these assets and maximize their value. The course takes a holistic perspective on corporate reputation management. That is, it looks at reputation as the sum-total of what a company does, rather than what it says it does, and examines the role that general management and corporate communicators play in establishing reputation as a process within the company.

Upon completion of this module, participants will be able to complete the following key activities:

• Understand how corporate reputation is measured by a variety of stakeholders, both internal and external;

• Assess operational health and business performance while forecasting the organization’s reputation as it is currently being managed;

• Define the capabilities essential for the successful development of corporate reputation strategy;

• Identify the important opportunities and challenges facing a business and set out a course of action for dealing with them.

Communications professionals use research to determine where public relations problems lie. Once a strategy is created, communications professionals must accurately measure and evaluate the programs progess towards achieving desired objectives. This module views public relations research, measurement and evaluation as critical skills for today’s corporate communications professional. The course is designed to help you gain these essential research, measurement and evaluation skills.

Through the course, participants will accomplish the following:

• Develop knowledge of practical research techniques and methodologies;

• Develop the ability to design a research plan to respond to a public relations problem;

• Develop techniques for measuring and evaluating corporate communications investments

Globalization and technological advancements have changed the nature of crisis management. Today’s communications professionals need the abilitiy to accurately assess the nature of the crisis and then develop a comprehensive Crisis Response Plan.

We realize most participants have taken courses in crisis management, however, this program provides a framework and perspectives that have been valuable to professionals with 15-20 years of experience in corporate communications. During this module, participants will learn to:

• Design and implement an Organizational Crisis Audit for your organization;

• Develop and apply a comprehensive Crisis Management Framework to identify key issues in your crisis and develop an effective Crisis Response Plan;

• Apply course concepts to a Case Study designed for Brazilian professionals