The course provides participants with a clear overview of key concepts involved in managing and developing organisational communications and reputation. A central focus of the course is how PR is evolving into a more business-led, holistic approach best termed "reputation management".
Emphasis is placed on how organisational, brand and managerial communications can be developed so that a consistent, values-based approach is achieved, which can be aligned with brand strategy. One of the principal messages of the course is how practitioners can adapt to the new technology ecosystem, filled with social influence, apps, and customer participation. Emphasis is placed on the proactive, strategic management of brands and their communication to a wide range of stakeholders. The course will be of specific benefit to anyone who wishes to gain an overview of current practice in brand and marketing communications, with a focus on managing the overall reputation of a brand. In this regard, the course has a multidisciplinary approach that reflects the skills and knowledge currently needed in the market to develop, control and defend a brand.