Course in Strategic Communications and Public Relations

Definition and objectives of corporate communication

Components and elements of the communication process

Differences between internal and external communication

Stages of development in public relations

Public relations as a strategic tool

The relationship between public relations and decision-making

Identifying target audiences and their characteristics

Analyzing internal and external environments

Collecting data and information to define priorities

Setting objectives and key messages

Selecting appropriate tools and channels

Preparing implementation and follow-up schedules

Writing press releases and media content

Communicating with journalists and media institutions

Organizing press conferences and media events

Using social media to build institutional image

Managing digital content and media campaigns

Engaging with audiences across digital platforms

Concepts of image and public perception

Differences between image, reputation, and identity

Factors influencing the formation of corporate image

Elements of visual and verbal identity

Unifying messages and overall image

Aligning organizational values with declared identity

Types of crises and their impact on corporate communication

The role of public relations in crisis response

Preparing proactive crisis communication plans

The importance of reputation for institutional sustainability

Techniques for monitoring and analyzing reputation

Strategies for improving reputation after crises