DUBAI, 12-15 JUNE, 2017

Synopsis

Charles Handy specialist in organizational behavior and management said “The way you make sense of the future, is by taking charge of it”. For companies, some future certainties are already self-evident. Both investors and consumers will require more disclosure, not less.

That the world has changed beyond what we know over the past 30 years is an understatement. Corporate brands have also metamorphosed beyond recognition positively or negatively. We in the Public Relations world expect this change to continue. According to research findings in an article titled “Corporate Behaviour for the Next Millennium” there is huge – and growing – demand for corporate disclosure and for companies to share more information about their activities, performance and plans. People now have less time to consume and digest information and make choices based on such information.

The companies that will therefore command respect – and get more air-time with stakeholders – are those who have a reputation for good business ethics and clear, accessible communications, transparent, good and flexible corporate governance, without unduly inhibiting enterprise and innovation.  

With the pace of business today, industry leaders need to think through and plan for the next industry lifecycle or risk being dethroned.

The key therefore to building the Next Corporate Brand are managers who have competency and understanding in the broad strategic and tactical issues facing each functional area of a company.

 

 

Course outline:

• Master-class on corporate Governance-integrity and compliance
• Communication Strategies for the Next Corporate Brand
• Innovative brand messaging strategies
• Measurement and Evaluation in Public Relations
• Disruptive Public Relations
• Investor Relations
• Glocalisation
• Corporate social responsibility (CSR)
• Project management and methodology

 

Learning Outcomes

1. Acquisition of Skills and competencies to respond to global forces,  chart a direction for future growth as well as realign operations in the light of emerging market and competitor dynamics.
2. Expertise on the optimal use of project management in the execution of communications initiatives with emphasis on CSR programmes
3. New ways to increase brand engagement with their target audience as well as a deeper psychological and lifestyle insights.
4. Learn new methodologies to guarantee desired CSR results
5. Appreciation of the impact of communication in brand positioning

 

 

Target audience:

1. Brand Communication Department,
    
2. Government Community Relations,
    
3. CSR Portfolios, CEO/Managers Offices
    
4. Corporate Affairs Departments
    
5. Media Relations, HR, Publicists etc
    

 

 

MODULE 1: INTEGRITY: Master-Class On Corporate Governance-Integrity And Compliance

There is a global clarion call for integrity and compliance in corporate governance.  This program will take a step-by-step approach in analyzing and discussing the conceptual framework of integrity and compliance within the context of corporate governance.  What is integrity and compliance all about?  Why is it widely talked about but hardly practiced?   How can organizations and businesses institute effective integrity and compliance processes?  How can they monitor it?  The program will ask penetrating question on this subject and answer them.

 

MODULE 2: Glocalisation

The concept of globalization is fast changing.  Managers of forward-looking organizations must come to terms with this changing reality.  There is a new and strong push-pull dynamics between the brands in the global centre stage and those on the periphery.  In the new dispensation, global outlook and local relevance is the new equation.  How can the manager of today's business create this delicate balance?  In this programme, emerging themes and perspectives will be dissected, discussed and “work-shopped” with relevant case studies.

 

MODULE 3: Communication Strategies for the Next Millennium

Susan P. Douglas  and C. Samuel Craig,  Stern School of Business, New York University in an article; “Competing In The Next Millennium: Challenges Facing International Marketers” opined that “advances in communications and information systems technology have shrunk distances, linking markets through flows of information, images and ideas across markets. These trends facilitate the management of operations on a global scale and accelerate the need to deal effectively with global competition”.

As a result, firms need to adapt and rethink communication strategies to respond to these global forces, to chart a direction for future growth as well as realign operations in the light of emerging market and competitor dynamics.

 

MODULE 4: CSI:  Corporate Social Investment (CSI)

Brands and organizations that are making waves around the world are shifting their CSR emphasis to CSI initiatives.  Even then, it is now more of a question of how such initiatives are implemented to deliver the desired returns to various stakeholders, particularly the local community, the wider society and the investing brand. Participants at this seminar will learn new methodologies that guarantee the desired results.

 

MODULE 5: Innovative Brand Messaging Strategies

Today’s brands are beginning to recognize the power of connecting. Connecting assumes a two-way understanding between a brand and its audience. It presumes a brand is seeking a long-term relationship with its audience. Connecting supposes that a brand attempts to service the audience’s needs in a consistent fashion. Brands that connect build relevant and valued experiences that deliver on audience needs at the right place and time.

This module will take participants through a deeper psychological and lifestyle insights. It will expose them to new ways to increase brand engagement with their target audience—whether it is through a new channel or just an innovative strategy. They will learn how to get their brand to stand out in a crowded marketplace, what role the customer should play in developing a brand strategy in this new customer-centric world.

This module will teach participants how they can effectively use communication strategies to sustain their strong position in the next millennium, anticipates changes, and continue to lead.

 

MODULE 6: Project Management And Methodology

This module will help participants to understand the essentials of project management, its methodology and terminology and show them ways to apply project management methodology to communications planning and CSR programmes.

This course will assist experienced communicators working on projects but have little or no experience of project management or simply juggling competing communication priorities and looking for a way to bring order to apparent chaos.

 

MODULE 7: Disruptive Public Relations

The PR practice is ripe for disruption. Today, PR agency and corporate models have become antiquated and creativity stifling, maintaining the same old-school workplace policies, and enforcing obsolete values on employees. The recession calls for a shift in the thought processes in Public Relations and infuse it with fresh, flexible and innovative ideas.

The Next Brand advocates a rethinking of the old process.

This module equips participants with creatives skills to turn the PR practices on its head and make it undergo a dramatic shift—one that will better serve clients and provide greater meaning and value to organizations.

 

MODULE 8: Investor Relations

In this age of information it is pertinent that companies are in the forefront of providing adequate information that will attract as well as sustain investments. Investors are looking for fertile grounds to throw in their money and Nigeria happens to be one of the biggest emerging economies. This programme will aim at encouraging IR people to take the lead in persuading Investors to make a real difference in the world.

 

MODULE 9: Measurement And Evaluation In Public Relations

As the boardroom continues to recognize the strategic value of communications in business outcomes, measurement has become very important and a must for all PR executives.It is no longer business as usual. Corporate organization demand a pragmatic explanation for their PR spend. They are calling for data, data and data and they must be verifiable. They need returns on their investments in public relations. This module will expose participants to processes, methodologies, standards or a clear taxonomy of what constitutes good measurement in Public Relations.

This programme has been designed in 9 modules for a duration of two weeks. It has been specifically designed to accommodate participants who are unable to run the two weeks masterclass. The first week ends with the first 5 modules.

 

Venue:

Dubai, UAE

 

DATE:

12-25 June, 2016

 

FEE:

$8, 500 (two weeks)

$5,000 (one week)

 

Our Offers

• Studied with us before? You are eligible for a 10% discount.
• Register 5 participants and get 50% discount on the next person
• Sightseeing and tours
• This will be an “edutainment” programme with a lifetime experience. You must not miss it.