Coordinate messaging on public perception improvement across markets and languages.
Designing Strategies to Improve Public Perceptions of the Organisation
Learn to design, measure and defend your organisation's approach to public perception improvement.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Credibility in public perception improvement is spent quickly and rebuilt slowly. Journalists covering this area of communications and media practice are working to a deadline you do not control. It is pitched for practitioners with responsibility for the wider communications and media practice agenda, not for observers of it. Exercises escalate in difficulty, ending with the ambiguous situations that make public perception improvement hard in practice. Benchmarking exercises repeatedly place this strand of communications and media practice among the areas with the widest performance spread. The programme takes participants through this aspect of communications and media practice end to end, from framing the problem to closing it out. They acquire practical criteria for judging when public perception improvement is working and when it is only appearing to. Teams frequently over-invest in documenting the communications and media practice capability and under-invest in testing it. The closing exercise tests whether the participant's plan for the wider communications and media practice agenda survives a hostile question.
Expected Learning Outcomes
Manage communication with regulators and officials about public perception improvement.
Prepare the apology or acknowledgement for public perception improvement that is credible.
Sequence internal and external communication about public perception improvement correctly.
Design a training and briefing approach that sustains competence in public perception improvement.
Verify that improvements to public perception improvement have held six months after they were introduced.
Diagnose whether a problem in public perception improvement is one of design, resourcing or discipline.
Who Should Attend
Community relations staff engaging stakeholders about public perception improvement.
Crisis management team members with a role in public perception improvement.
Digital and social media managers handling public perception improvement online.
Anyone whose accountability for public perception improvement exceeds their current formal training in it.
Project and programme managers whose delivery depends on public perception improvement.
Agency and consultancy advisers supporting clients on public perception improvement.
Course Modules
Public perception improvement: materials a journalist can actually use
2 sessions · 8 pointsSession 1Reviewing public perception improvement when nothing has gone wrong
- Review whether public perception improvement is aligned with the objectives of the communications function.
- Build a stakeholder map for public perception improvement and the message each needs.
- Define the trigger that would require public perception improvement to be redesigned.
- Rehearse the briefing on public perception improvement that would follow an incident.
Session 2Moving public perception improvement from approval to execution
- Name the crisis roles for public perception improvement and confirm authority to speak.
- Test the procedure for public perception improvement against a realistic scenario.
- Identify single points of dependency in public perception improvement and reduce them.
- Collect evidence on the present handling of public perception improvement before proposing changes.
Public perception improvement: message architecture and discipline
2 sessions · 8 pointsSession 1Apologising for public perception improvement credibly
- Prepare the response for the most likely failure in public perception improvement.
- Configure monitoring that flags coverage of public perception improvement within the hour.
- Decide in advance when to correct misinformation about public perception improvement and when not to.
- Plan the recovery sequence after a reputational event involving public perception improvement.
Session 2What to measure in public perception improvement and what to ignore
- Sequence internal notification about public perception improvement ahead of external release.
- Draft the minimum viable communications plan for public perception improvement.
- Rehearse the hostile interview on public perception improvement with a real challenger.
- Name a single owner for each element of public perception improvement.
Public perception improvement: measurement beyond coverage volume
2 sessions · 8 pointsSession 1Correcting a false story about public perception improvement without amplifying it
- Check communication on public perception improvement against legal and regulatory constraint.
- Establish the boundary of public perception improvement and record what sits outside it.
- Draft materials on public perception improvement that need no rewriting to be published.
- Set the response time target for enquiries about public perception improvement.
Session 2Coordinating public perception improvement across markets and languages
- Confirm that contractual obligations around public perception improvement are understood.
- Debrief after each significant episode involving public perception improvement.
- Review whether coverage of public perception improvement changed anything that matters.
- Establish who is informed, consulted and accountable in public perception improvement.
Public perception improvement: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Answering the hostile question about public perception improvement
- Write the three key messages on public perception improvement and test them against hard questions.
- Identify the journalists who actually cover public perception improvement and what they need.
- Decide what will be stopped to create capacity for public perception improvement.
- Close out actions on public perception improvement rather than leaving them open indefinitely.
Session 2Monitoring public perception improvement in time to act
- Localise messaging on public perception improvement without fragmenting it.
- Set out how exceptions to public perception improvement are requested and approved.
- Define what success in communicating public perception improvement looks like, numerically.
- Remove steps in public perception improvement that add effort without adding assurance.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.