A strong communications function needs more than good people — it needs good systems. This course covers how to build and run one: campaign planning, press office management, team leadership, agency coordination, measurement and the policies and resources that keep everything running smoothly. You will leave with practical tools to improve the operational performance of your own department.
Campaign planning and tactic selection, campaign platforms and measurement systems, strategic and operational press office management, and leading and managing PR teams and agencies.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Analyse and define the roles and functions of an effective communication department
- Design and implement campaign planning systems that deliver consistent results
- Build and manage a high-functioning press office operation
- Create policies, procedures and resources that enable efficient department operations
- Design and implement best-practice measurement and evaluation systems
- Manage and lead a PR team effectively across strategy and execution
- Coordinate and get the best from external agencies and suppliers
- Apply operational best practice to improve the running of your own communication function
- Principles and approaches to communication campaign planning
- Planning toolbox: practical techniques for campaign design
- Tactic selection: choosing the right mix of PR tools
- Time planning: traditional (GANTT) and online (integrated digital) tools
- Resource planning: predicting what you will need to make it happen
- PR channels and tools
- Channel segmentation
- Creative campaign platforms
- Measuring communication success
- Role of the press office
- Goals and objectives
- Protocols and policies
- Materials
- Resources
- Workflow management
- Team roles and workflow
- Nurturing and leading your team
- Leadership core competencies
- Working with PR agencies
- Setting performance KPIs
This course is for senior communications professionals responsible for running a PR or communications department — managing teams, agencies and campaign delivery. It is designed for those who want to strengthen the operational systems that underpin their function.
- Live Online2–3 November 2026· $950Book
- Dubai5 November 2026· $1,200 plus VATBook
- Live Online30 November – 1 December 2026· $950Book
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
Yes. We deliver this course for teams of any size, tailored to your organisation’s context and objectives. Contact us to discuss your requirements.
Operations. This course focuses on how to run a communications department effectively — campaign planning, press office management, team leadership, measurement and agency coordination. For strategy, see our Advanced Communication Strategy or Communication Strategy Design courses.
Yes. The principles of effective department operations apply regardless of team size. Many participants find the systems and frameworks particularly valuable precisely because they run lean teams.
Nothing specific is required. If you have a current project, challenge or organisational context relevant to the course, bring it along — the practical exercises can incorporate real-world scenarios.