Public Relations and Communication Management
Image is proportional to opinion and reputation; having virtues is important, learning to feign and project them is important as well.
Duration 60 hours over 20 weeks Online modality
This course facilitates the study of tools, forms, methods, protocols and the whole set of strategic communication actions, coordinated and sustained over time for the purpose of strengthening the connections between organizations and different audiences, by listening to them, informing and persuading them to achieve consensus, loyalty and support in times of crisis, as well as to contribute to the achievement of commercial goals.
Intended for entrepreneurs, small and medium-sized company owners, public officials working in the area of social communication, the press, advertising agency executives, and professionals involved in such areas as sales, marketing, protocol, public relations and general management.
- Introduction to public relations
- Public relations, audiences and organizations
- Communication as an essential aspect of public relations
- Brand building: personal branding, employer branding, corporate branding
- Personal, public and corporate image
- Corporate reputation: managing a company's most important asset
- Public relations tools
- Publicity: the unpaid strategy of media relations
- Communication crisis management
- Customer service: the great ally of public relations
- Public relations plan
- Public relations 2.0
- Public relations assessment
By the end of the program
Participants will acquire a general overview of public relations; they will learn to differentiate between marketing and advertising, identify the power of relations, establish relations with different organizations and audiences, understand their processes and ethics, and recognize stakeholders: the private sector, different levels of government, the media, NGOs, etc. They will make use of the skills and tools required to engage in public relations. They will identify public relations 1.0 and 2.0 and how they complement each other; build and maintain personal, public, and corporate images; build a love brand; develop and manage corporate reputations; and use corporate communication to defend the organization in times of crisis.
The experience of continuous education learning
Our educational proposal approaches learning as a process centered on the student, who constructs by:
Experience a meaningful process, through updated programs that undergo ongoing improvement.
Transform yourself to transform your environment.
Reflection - Action
Question, generate and practice new alternative solutions to today's challenges.
Enhance your process by building learning communities, networks and joint projects.
Learn with experts who advise and guide you, and give you feedback throughout your process.
Have an impact on your local reality by applying a global vision.
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