Managing and Leading Strategic Communication: Public Relations, Marketing and Internal Communication

Start Date End Date Venue Fees (US $)
24 May 2026 Istanbul, Turkey $ 4,500 Register
30 Aug 2026 Manama, Bahrain $ 4,500 Register
13 Dec 2026 Abu Dhabi, UAE $ 3,900 Register

Managing and Leading Strategic Communication: Public Relations, Marketing and Internal Communication

Introduction

Professionals have a strategic role in leading communications with stakeholders both inside and outside their organizations. It is they who ensure stakeholders understand their vision of the future and who motivate and coordinate the behaviors that lead to transformation.

Participants will develop the following competencies:

  • The clarity in explaining vision and change simply so their messages are understood, believed, and acted upon
  • Storytelling using the power of metaphors and analogies to explain complicated ideas quickly and with an impact so audiences remember them
  • Crafting communication strategies that underpin and strengthen business objectives
  • Engaging and empowering employees so there is a shared sense of purpose and teams commit to the vision and high performance

Objectives

    • Improve stakeholder engagement and relationship building skills
    • Assess brand and reputation, ensuring they are consistent, understood and valued by stakeholders
    • Develop shared understanding of organizational mission, vision, values and business objectives
    • Use communication activities to win employees’ understanding of and commitment to change and transformation
    • Effectively guide team members and PR professionals in developing communication strategies and plans that support business objectives

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

Professionals and leaders who wish to learn more about the communication challenges currently facing their organizations and improve the management of communications within their teams.

Course Outline

Day 1: Leading Communications

  • Relational leadership: influencing and inspiring through relationships
  • Building trust & credibility: integrity, likeability & perceived expertise
  • Guiding stakeholder communications: interpreting strategic issues and providing strategic guidance
  • Inspiring, influencing, and persuading through storytelling
  • Focus on the triple bottom line: economic, environmental, and social performance

Day 2: Communication during change

  • Ethos and desire: communicating compelling visions that change corporate culture
  • Walk the walk, talk the talk: the leader’s role during change
  • Commitment from senior managers: creating a coalition of committed communicators
  • Transparent communications and reputation risk management

Day 3: Focusing Communication Efforts

  • Aligning communications strategy with business objectives
  • Structuring communications to support a high-performance culture
  • Delivering real benefits from communications: engaged audiences, effective organization, improved productivity
  • Managing resources efficiently: people, technology, and budgets

Day 4: Engaging Employees

  • Engaging and empowering employees: effective communications within organizations
  • Turning managers into effective communicators: capabilities, core competencies and performance
  • Engaging hard to reach employees: call centers, remote offices, field engineers, salespeople
  • Helping new employees settle in and feel part of the organization

Day 5: Brand Management

  • Corporate identity, image and reputation, vision, mission, and values
  • Building competitive advantage and business through branding
  • Sharing the investment story: Investor relations and financial PR
  • The leader’s communication role during crises
  • Developing a personal action plan

Accreditation

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