Public Relations Leadership and Strategy for Senior Communicators

Course overview

Heads of communication are expected to sit at the leadership table, advise chief executives and boards, steer the organisation through crises and lead teams that deliver across many channels. Moving from managing PR activity to leading the communication function requires a different set of skills. This PR leadership course develops senior communicators for that role.

The first week focuses on strategy and influence: aligning communication with organisational strategy, advising leaders and boards, stakeholder influence and coalition building, reputation governance, public affairs and policy engagement, and ethical leadership in public relations. The second week focuses on leading the function: crisis leadership and decision-making under pressure, leading media and digital strategy, internal communication and culture, building and developing teams, managing budgets and agencies, measuring impact for boards, and leading change. Participants work on a strategic challenge from their own organisation throughout and present a leadership plan at the end.

Participants leave ready to lead the communication function strategically and to earn real influence with leadership teams and boards.

What you will be able to do

• Align communication strategy with organisational strategy
• Advise chief executives and boards with confidence
• Build stakeholder influence and coalitions
• Govern reputation and lead ethically
• Lead the organisation's communication through crises
• Lead media, digital and internal communication strategies
• Build, develop and resource high-performing teams
• Demonstrate communication impact to boards

Who should attend

For heads of communication, PR directors and senior communication managers who lead teams and advise top leadership.

• Directors of communication and PR
• Heads of corporate affairs
• Senior communication managers
• Chief communication officers
• Heads of public affairs
• Senior advisers to chief executives

Course outline

Week 1

Week 2

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.