Public Relations and Communications Management

18 October to 29 October

According to Toni Muzi Falconi, “The effective governance of stakeholder relationships is the new global frontier of the public relations and communication profession.” But for PR to play such a strategic role, its processes have to be fully integrated with relevant organisational processes (which in many instances are not the case). The purpose of this Training Workshop is to review the academic and trade literature on the concept of reputation, in particular as it relates to the effective practice of communications, and then to build from this literature a proposed approach that will have value to the communications practitioner. This training course attempt to cover extensively on crisis communication, Budgeting and programme evaluation and planning of a PR programme, even though these topics are interrelated with reputation 

While the communications profession touts the importance of reputation and wants to lead these efforts within organizations, there is little universal agreement within the profession on the definition of reputation, how one goes about building a reputation, and the role of communications with regard to reputation management. Communications professionals have, historically, focused on messages and programs with external stakeholders to build trust and reputation. We agree with The Authentic Enterprise (2008) publication of the Arthur W. Page Society that corporate communicators need to move from being reactive and responsive to becoming strategic and proactive

ATI believes PR communications professionals have the responsibilities to lead their organizations on reputation management by enhancing the ability to work across disciplines, and understand how reputation is seen from the perspectives of management strategy, financial management, marketing strategy, and other disciplines that are the business backgrounds of most of the management team

Target Audience: 

This course provides Public Relation Communication training to equip participants with the skills, knowledge and confidence to effectively manage communication and turn around potentially negative performance situations in the workplace, in practical, assertive and constructive manner.

Course Outcomes: 

Upon completing this workshop, the delegates should be able to:


  • Demonstrate adequate knowledge and understanding of the theory and practice underpinning strategic public relations
  • Understand and define Public Relation and the role of PR in managing communication in the workplace to ensure maximum organisational and team performance
  • Demonstrate an understanding of the impact of on-line technology on the media, society and on managing program events and public relations.  
  • Identify preferred communication styles in influencing organisations and managing communication and the additional strategies that they need to use to successfully resolve the crisis situation
  • Demonstrate skills in resolving conflict and confrontation,  identify a plan to apply and enhance communication skills in the workplace to address existing conflicts
  • Apply communication theories in a the organization in terms of managing the brand image in the modern business  context;  
  • Demonstrate an understanding of the role of public relations in the growth of an organization and as a competitive tool