精东传媒app

Public relations practitioners often struggle to make the transition from technician to strategist, from officer to manager. This course provides practitioners with the skills and knowledge to step into a management role with responsibility for linking the activity of the public relations department to achievement of the organisation鈥檚 strategic aims. It will help practitioners move from a technician鈥檚 public relations viewpoint to one that allows development of the public relations function as a strategic organisational tool.

Strategic communication planning is a function of senior public relations practitioners and is critical in bringing all of the factors of reputation management together. This course provides advanced professional preparation for students who are at a high level in the field or are contemplating working at executive level in public relations. The course reviews public relations theory and how it relates to campaign planning, and takes the student through each step of developing a strategic communication plan for an organisation, including the communication audit and other methods of research, adaptation of the research into a strategy, implementation of the strategy and evaluation.

On successful completion of this course students should be able to:

1. review and evaluate key public relations and related theories;
2. describe, explain and apply strategic communication planning processes;
3. review and evaluate strengths and weaknesses of key contemporary public relations practices in the context of their applicability to various problems;
4. evaluate research methods and prepare and facilitate communication research projects;
5. practise strategic public relations by developing and implementing a strategic communication plan;
6. advise boards of directors and company executives on strategic communication planning;
7. facilitate and promote an understanding at an executive level of the value of pro-active corporate communication.