This course offered by the British Academy for Training and Development provides participants with a clear overview of key concepts related to the Management and Development of Communications and Institutional Reputation. This course focuses on how to develop public relations to become better business leaders, and take a more comprehensive approach that can be called "Reputation Management". The course will also focus on how to develop organizational, managerial and brand contacts so that a consistent value-based approach can be found that can be aligned with the brand strategy.

The British Academy for Training and Development offers this course for each of the following categories:

• People who are interested in an overview of the current practice of marketing communications and branding, with a focus on managing the overall commercial reputation of the brand.
• People who are interested in managing public relations and institutional reputation.
• Brand managers and people interested in trademarks.
• Staff engaged in marketing and corporate communications.
• Communication staff in non-governmental organizations and the public sector.
• Persons involved in brand communications in the private sector.
• People involved in service industries such as hotels, banks and retail.
• Persons undergoing retraining or undergoing a transitional functional stage.
• Graduates who wish to function in the field of brand development and communications.
• People who wish to develop an Institutional Reputation Management within their organizations.
• Junior employees in the field of public relations or management.
• Businessmen and people who have started their own businesses recently.
• Persons who are reclassifying or activating the company's brand.

• The concept and importance of public relations.
• The role of public relations management and its importance in institutions.
• The philosophy and functions of public relations.
• Specifications of a public relations officer.
• How to plan well for public relations management.
• Evaluate and follow up the plan to achieve success in management.
• Introduction to public relations and corporate reputation management.
• Innovative business models and company communications.
• The concept of mental image.
• Characteristics and characteristics of the mental image.
• Types of mental images.
• Components and dimensions of the mental image.
• How to create a mental image for both audiences (internal and external).
• The role of public relations in the mental image.
• Factors affecting the formation of companies’ mental image.
• Protecting mental image during crises.
• How is the reputation management process done electronically?
• How do you plan to manage reputation electronically?
• Technical means and tools to reduce the costs of electronic reputation management.
• Enterprise communications: tasks and tools.
• Strategy 1: Structure and style.
• Strategy 2: Stakeholder engagement and message development.
• Media relations and brand promotion.
• Analyzing company risks and issues and crisis management.
• Defining corporate image and identity.
• Brand and corporate reputation management.
• Corporate social responsibility.
• Sponsorship and event management.
• Internal communications and commitment to work.
• How to communicate and deal with the media and journalists.
• Building positive relationships with important parties and shareholders.
• How to improve the organization through influential public relations.
• Use KPIs to measure public relations success.
• Analyze data and use reports to evaluate the impact of media efforts.
• Developing strategies to improve institutional reputation and confront challenges.
• Analyzing case studies of reputational crises and responding effectively to them.
• Training participants on how to deal with crises and make critical decisions.
• Providing practical advice to improve public relations management and institutional reputation.
• Practical models and case studies.