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Course Description

This two-day training will tackle the scope and range of the corporate communication practice. Aimed at aiding communication managers and decision-makers, useful concepts, principles, techniques, and strategies will be shared in the training. The topics are organized from the enhancement and maintenance of corporate image and identity to the handling and managing of communication during a company crisis. Situation analysis and practical examples will be used to enrich the learning process while keeping the environment fun and interesting.

Course Schedule

The training will be conducted on November 04 to 05, 2021.

Who Should Attend?

The course is ideal for communication managers who want to learn more about managing issues, executing crisis communication strategies, developing powerful messaging during crisis situations, and harvesting the lessons from past crises in preparation for the next one. 

Course Content

Module 1: Corporate Communication: The Practice and the Practitioner

– Defining corporate communication and its role in the organization

– Scope and range of corporate communication work

– Core competencies of a corporate communication practitioner

Module 2: CorpCom: Identity, Image, and Reputation Maintenance

– What corporate identity is

– Managing change in corporate identity

– Reputation maintenance

Module 3: In the Loop: Managing Internal Communication across platforms

– Information distribution: creating proper channels

  • Policy announcements
  • Social exchange
  • Project and task-related

– Clarity

  •  Accuracy: preventing fake news
  • Transparency vs confidential information

– Message Management

  • FYI
  • Important
  • Urgent
  • Immediat

Module 4: From CSR to SOCD: Building Relationships and Sustaining Communities and the Society

– What is CSR

– CSR models

– What is SOCD

– SOCD models

– The UN SDG

Module 5: Event Management Function of Corporate Communication  

– Event as opportunity for corporate messaging

– Preparations and checklist

– Protocols

Module 6: Media Relations: Who talks to them? What to tell them?

– Understanding media relations

– Fundamentals of media relations

– Elements of media relations

– Media strategy: communication tools for media

Module 7: Social Media Benefits, Risks and Responsibilities for the CorpComm

– Effective use

– Risks involved

– Avoiding social media firestorm

– Measuring social media presence

Module 8: Managing Crisis Communication

– Types of crisis

– Impact of crisis

– Crisis Communication: dimension, principles, tones, and actics

Module 9: Making Communication Work for the Organization

– Planning process

– Components of a communication plan: TIP MESSAGE Framework

– Measuring effectiveness of communication plans: REST Metrics

Learning Methodologies


  • Lectures
  • Case studies
  • Sharing of experiences


  • Exercises
  • Workshops

Learning Setup

The training will be conducted using online video-conferencing facilities that will be hosted by AIJC. The link to the training session will be shared only with the Resource Person and the training participants for uninterrupted learning. Participants need to ensure their access to reliable internet connectivity during the training sessions.

Other extensions and applications may be required to be installed or accessed by the participants to ensure participation in the training activities. These will be announced through an advisory prior to the training.

Learning Outcomes

At the end of the course, the participants will be able to:

  • situate the practice of corporate communication alongside current developments in the communication industry;
  • identify the core competencies that a corporate communicator must have;
  • relate their organization’s CSR programs or projects to global initiatives for sustainable development; and communication plan;
  • develop appropriate messages for crisis situations;
  • relate their organization’s CSR programs or projects to global initiatives for sustainable development; and
  • craft communication plans that truly address their communication objectives.

Learning Investment

Training fee is PHP15,000.00 per participant.

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