Effective Communication for Improved Public Relations

Effective communication is essential for every area of business, and is especially critical in public relations. This course focuses on the communication skills needed to build and enhance your organisation's brand and reputation through outstanding public relations.

During the course delegates will consider the role of PR in building and sustaining brand and reputation and how their communications choices can impact this. They will learn about the 4 communication styles and how to adjust their own style to suit different contexts.

Using practical case studies and scenarios relevant to them, delegates will practice planning their communications by setting clear goals, identifying their audiences and how to reach them with clear and compelling messages.

The course will also address how to overcome various barriers to communication and how to manage crisis communications and other challenging scenarios with respect and sensitivity.

Objective

By the end of this interactive training programme, you will be able to:

• Confidently practice the key communication skills and techniques essential for performing your duties.
• Understand how to communicate effectively with the internal and external publics of the organisation.
• Play an active role in supporting the image and reputation of the organisation.
• Achieve positive results in your communications with others.
• Build collaborative relationships that emphasize trust and respect.
• Communicate effectively using simple, concise and direct language.
• Eliminate the roadblocks that undermine your ability to communicate effectively.

Course Outline

Module 1 - Public Relations in a Changing Environment

• What is PR?
• New Roles and Perspectives
• The Role of Public Relations in building the Brand and Reputation of the Organization
• The Functions of Planning, Organising and Controlling in Public Relations

Module 2 - Communication Styles

• The 3 Vs of Communication (Visual, Vocal, Verbal)
• The four communication styles
• Recognizing your style and the styles of others
• Strengths and weaknesses of each style
• Bridging communication gaps

Module 3 - Listening and Questioning for Deeper Understanding

• Tools for active listening
• Asking clarifying questions
• Confirming the message
• Interpreting nonverbal cues
• Intonation
• Rate of speech

Module 4 - Planning your Communication

• Setting clear goals (what do you need to say and to whom?)
• Determining outcomes and results.
• Audience, channels and timing.
• Key messages.

Module 5 - Avoiding Communication Breakdowns

• Creating value in your conversations
• Strengthening your relationships
• Identifying internal and external factors that impact your communications
• Establishing message tracking and feedback
• Communicating non-defensively
• Crisis Communication
• Respect, empathy and sensitivity

Module 6 - Communication Media

• Communication Channels (press, TV, Radio, Web, Social Media, Events)
• Advantages and disadvantages of different media
• Evaluating and Selecting the Most Appropriate Medium