This is the most comprehensive communications and PR programme available. Over 10 intensive days, you will build mastery across the full range of the discipline: media relations, creative campaigns, advanced media engagement, on-camera interview training, communication strategy, speech writing, internal communications and PR management. The programme is designed for professionals who want to develop deep, broad capability — not just knowledge of one or two areas.
Media relations and advanced media engagement, creative PR and campaign strategy, on-camera interview training, communication strategy and management, speech writing and internal communications, PR department leadership.
This 10-day programme runs in a small, boardroom-format group of senior professionals. You will work intensively across multiple specialist disciplines, with each module combining evidence-based best practice briefings, structured discussions, practical workshops and peer learning. The format has a coaching and consulting flavour — your trainers tailor content to the specific industries, organisations and challenges in the room. You will leave with a comprehensive, integrated understanding of communications and PR and practical tools you can apply immediately.
- Map the media landscape and engage effectively with journalists across all formats
- Create and execute distinctive PR campaigns using creative platforms and tools
- Perform confidently in media interviews with practical on-camera coaching
- Design and deploy sophisticated communication strategies for complex situations
- Write powerful speeches with narrative flow and rhetorical technique
- Build an internal communication strategy from principles to action plan
- Plan, manage and evaluate PR campaigns and programmes systematically
- Lead a PR team or communications function with strategic confidence
- The media landscape: how to map out the full range of forms of news media, and how to engage effectively with different media
- Journalists: how to understand and work with journalists to influence and shape coverage
- News judgment: understanding how journalists decide what makes news
- Pitching stories: how to sell-in stories to journalists by creating and executing effective pitches
- Creativity in PR: principles of creativity and its importance for PR
- Creativity showcase: a case-study driven rolling workshop in which learners examine the key success factors behind creative PR campaigns and extract practical lessons
- Facilitating creativity: a toolbox of practical creativity techniques and processes
- Creativity in practice: an in-class creativity workshop applying all of the creativity concepts and techniques covered during the course
- Creative news and media management: how to generate creative news angles and secure prominent coverage even for borderline stories
- Innovative media engagement tactics: how to engage journalists using innovative techniques
- Online media relations: how to conduct media relations on the web and align your media relations work with online social media
- Preparing and coaching spokespeople: how to brief and debrief spokespeople so that they perform effectively in media interviews
- Effective preparation for interviews
- Body language, such as appearing engaged
- Voice — including tone, projection, variation and emphasis of key points
- Confidence and clarity (ability to be understood and avoidance of jargon)
- Avoiding tricks, traps and pitfalls
- Evidence-based communication strategy: how to measure and prove the value of communication
- Advanced strategy tools and concepts: specialised techniques for developing complex PR strategies
- Justifying strategy and securing management support: how to get support from the top for ambitious PR strategies
- Rolling out and managing a communication strategy: the systematic process of creating and deploying a PR strategy
- Speech planning
- Structure and flow
- The spoken word
- Key elements and delivery
- Core principles and defining concepts that underlie practical and strategic internal communications
- How to create an internal communication strategy complete with organisational systems and a practical action plan
- Internal communication platforms and channels: a toolbox of practical internal communication techniques and channels
- Internal communication campaigns and programmes: a how-to guide to launching internal communication programmes, based on case studies of award-winning campaigns
- Strategic management for communications and PR departments
- Operational communication management: policies, processes and resources
- Programme management, measurement and evaluation
- Managing and leading a PR team
Communications and PR professionals who want a comprehensive, intensive grounding across the full spectrum of the discipline. Particularly valuable for professionals preparing for senior roles or looking to close gaps in a career built through practice rather than structured training.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
The programme runs over 10 days in a small, boardroom-format group. Each module covers a distinct specialist discipline, building progressively toward comprehensive mastery.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
Many of the modules are available as standalone courses. The programme format provides an integrated, progressive experience. Contact us to discuss the best option for your needs.
The five-day programmes, including the Corporate Communication Programme and the Strategic Communications and PR Programme, cover the core disciplines of communications and PR. This 10-day programme goes significantly further: adding media interview training, speech writing, internal communications and PR management for a truly comprehensive grounding.