Measuring organization-public relationships (OPRs) has been frequently discussed in the public relations field in recent years. As the OPRs develops as an important paradigm for public relations study, it is important to decide how to evaluate the value of public relations. As many scholars agree, the ultimate goal of public relations should be to establish mutually beneficial relationships between an organization and its various publics.

This training course is designed for officials in human resource management, industrial relations, manpower planning and those interested in these fields.

The Power of Communication

• Welcome and Introductions

• Program overview, design and options

• Opening Exercise: goal setting

• The Big Picture: overview and PR strategy

• When Public Relations should be used

• Corporate Identity and Image: establishing a positive image and identity

• Becoming a Neighbor of Choice: external reputation management

• Leaders’ Role in Managing Communications

From the Inside Out: Crafting Consistent Messages

• The expectations of employees and employers

• Understanding audiences: segmenting and prioritizing

• Plotting the stakeholder communication journey

• Getting the message out to audiences

• Storytelling: creating an unfolding story people pay attention to

• Empowering employees through social media

• Steps for creating clear content that has impact

• Developing trust and credibility with senior leaders

Risks and Threats: Their Identification and Management

• Planning for the unexpected

• Using communication activities to manage risk to reputation

• Repairing a damaged reputation

• Identifying opinion formers and influencers

• Engaging with key decision makers

• Principles for building sustainable relationships with decision makers and influencers

• VIP and political contact programs

• Monitoring political activities