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An intensive professional development training course on

London Summer Course
in Corporate Communication

Putting Wings on Your Strategy

Why Choose this Course?

This Summer Training Course for professionals in corporate communication is set in one of the world’s leading media and communications hubs. It will help you to catch up with the latest developments and practices. What will be the impact of voice search, chatbots, artificial intelligence and digital communication? Are you on top of trends in measurement, visual web, business storytelling and digital communication? As well as looking closely at latest trends, we will use a repertoire of tools and techniques to give your strategy and practice an overhaul and fine tuning.

You will be able to put knowledge, ideas and skills from the course directly into practice in your organisation and enhance your career. During this course you will explore:

  • Strategic corporate communications thinking, theory and best practice
  • Stakeholder identification, research, management and engagement
  • Reputation management, crisis prevention/management and identity
  • Technology and new media mastery
  • The psychology of communication, emotional capital and the power of storytelling

What are the Goals?

By attending this AZTech training course, delegates will be able to:

  • Understand what the ‘C’ Suite needs from corporate communications and outline a strategy accordingly
  • Devise a comprehensive set of KPIs for corporate communications with relevant metrics
  • Develop a stakeholder communication and engagement plan
  • Understand the drivers of reputation to develop a maintenance and protection plan
  • Understand the psychology of communication to plan engaging and persuasive messages across media
  • Understand social media and how to use them

Who is this Training Course for?

This AZTech training course is suitable to a wide range of professionals but will greatly benefit:

  • Corporate Communications Practitioners and/or Managers
  • Public Relations Officers and/or Managers
  • Marketing Officers and/or Managers
  • Digital and Social Media Specialists
  • Internal communications practitioners
  • Managers wanting to improve communications in their areas of responsibility

How will this Training Course be presented?

The programme is carefully designed to address all styles of learning and to engage participants fully through the use of programme materials, exercises, training videos and discussions. Individual or group exercises provide opportunities for personal participation in real situations. The training is fun filled, fast-paced and non-threatening.

The Course Content

Day One: Strategy from the C Suite Viewpoint

  • What does the ‘C Suite’ need from Corporate Communications
  • New technology in developing your strategy
  • Objectives, KPIs
  • How to measure against your objectives and KPIs
  • Critical Success Factors
  • Air Traffic Control – co-ordination of all communications activity


Day Two: Reputation, Image and Identity

  • The drivers of reputation and how to control them
  • Measuring your reputation
  • Identity and image – how to assess them
  • Managing your identity across all media
  • Preventing media and reputational crises
  • Crisis management in the digital age


Day Three: Psychology, Stakeholders and Communication

  • The psychological origins of PR
  • A guide to persuasion and motivation with latest theory
  • A stakeholder inventory and map
  • Influencing stakeholders
  • The stakeholder journey and engagement
  • A matrix approach to ensure that all stakeholders are communicated with regularly and appropriately


Day Four: Content is King; Messaging, Narrative and Control

  • Key messages and the ‘Message House’
  • Paid, Owned and Earned Media (POEM) in the communications mix
  • Content management and planning (Content marketing)
  • The power of storytelling to convince, persuade and prompt action
  • Building emotional capital
  • The use of new media channels to achieve objectives


Day Five: From Strategy to Planning, Tactics and Delivery

  • Using rich pictures and visual representation
  • From corporate strategy to communications strategy
  • Developing the communications plan
  • Checking the plan against business and departmental objectives
  • Checking delivery against the plan
  • Management reporting and the communications dashboard

The Certificate

  • AZTech Certificate of Completion for delegates who attend and complete the training course

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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