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Date(s) - 21/09/2023
12:30 pm - 8:00 pm


Who matters? What do they know, think or feel about us today? What do we want them to know, think and feel? What messages and communications channels or vehicles will we use to bring about the required change? How long will it take, and how much will it cost? What’s a realistic target? This seminar describes the stakeholder approach to planning a communications programme. It demonstrates a series of analytical and planning tools, each with a scenario-based exercise. The object is to simplify the planning process and clarify presentations to management. The seminar uses real-life examples to show how these planning tools work.

Event Type: Classroom

Address: Virtual Classroom, Virtual Classroom

Trainer: Adrian Wheeler FPRCA

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Event Overview

How attendees will benefit

Participants will learn (or improve their knowledge of) the key techniques used in identifying, analysing , prioritising and researching stakeholders in typical corporate communications situations: corporate reputation-building and protection, brand and product support, issues management and crisis communications.

They will be shown how to develop a stakeholder engagement strategy in line with corporate or organisational objectives and how to present stakeholder relationship proposals to the board. Advice and recommendations will be offered on planning and managing stakeholder engagement programmes (timeframe, resources, budgets, monitoring) and how to set up, manage and train an in-house stakeholder relationship management unit.

Who should attend

This is an advanced-level course intended for leaders, managers and senior executives in corporate communications teams from the commercial, industrial and public sectors.

What attendees will learn

Stakeholder engagement and business objectives; stakeholders, opinion-formers and audiences; stakeholder identification, prioritisation and analysis techniques; benchmarking; using the Interest/Influence Grid; stakeholder strategy; forecasting with PEST; database maintenance; message development; using the Message/Audience Matrix; channel selection; role of the mainstream and online media; use of social networks; timetables, resources and budgets; using Gantt Charts; team-structure, roles, KPIs and training; wide-focus and narrow-focus monitoring; evaluation; problem-solving; reporting to senior management.

Materials you will receive

Participants will receive a hard/soft copy of the course slides; check-lists and ‘golden rules’; a list of recommended sources for further reading and research; one-to-one email/phone access to the trainer for six months. A PRCA Training ‘Practice Notes’ booklet on Stakeholder Relationship Management will be published later this year, and participants will automatically receive a copy.


Bookings are closed for this event.