Executive Program on Public Communication

Executive Program on Public Communication

Effective public communication is a necessity for leaders. This intensive two-month executive program is designed to equip learners with the essential skills to launch public communication endeavors, navigate the media landscape, build strong relationships with key stakeholders, and effectively communicate their organization's vision.

Through a blend of theoretical knowledge and practical application, learners will be equipped to craft compelling messages, deliver impactful presentations, manage crises, and launch public communication endeavors that are data-driven and well-planned.

By the end of this course, learners will be prepared to face the challenges of public communication and in leading communities with integrity and effectiveness. Specifically, this course will aim to:

  • Develop a comprehensive communication plan that is aligned with organizational goals, considering target audiences, key messages, and channels.
  • Effectively manage crises by developing crisis communication plans, responding promptly to media inquiries, and mitigating reputational damage.
  • Utilize various platforms to effectively communicate with target audiences.
  • Adhere to ethical principles in all communication activities, ensuring transparency, honesty, and fairness.
PRE-REGISTER

Interested participants for admission to the Executive Program on Public Communication may be admitted after satisfying the following:

  • Bachelor’s degree, preferably in journalism or communication
  • Updated comprehensive Curriculum Vitae (CV) highlighting work experience in any communication-related job
  • Accomplished pre-registration forms
  • Proof of payment for the executive program

    • Participants based outside the Philippines may join this program.

    PRE-REGISTER
  • Accomplish the online pre-registration form [Link Here]
  • Once confirmed, the AIJC Professional Development Program will verify the registration via e-mail.
  • Payment upon pre-registration is encouraged. Otherwise, a conforme may be requested for participants who cannot pay immediately. They will be issued a Statement of Account upon submission of a signed conforme. An invoice will be issued upon verification of the payment.
  • Once all is done, registered learners will receive the final schedule of training and an exclusive invitation to join the AIJC MS Teams Group.
PRE-REGISTER
Program Syllabus and Schedule

Program Content and Schedule

In the initial session, learners will be introduced to the fundamental concepts of communication. This will include a definition of communication, an exploration of its nature and scope, and a discussion of its importance and purpose. Additionally, common barriers to effective communication will be identified.

  • Session 1.1: Introduction to Communication
  • Session 1.2: What is public communication
  • Session 1.3: Communication models
  • Session 1.4: Communication theories
  • Session 1.5: Asynchronous (Equivalent to 6 hours)

The module will delve into topics such as crisis communication, stakeholder engagement, risk assessment, decision-making under pressure, and post-crisis evaluation. By the end of the course, participants will be equipped to mitigate the impact of crises, protect organizational reputation, and enhance overall resilience.

  • Session 3.1: Crisis management model
  • Session 3.2: Handling and managing crisis
  • Session 3.3: Communicating ‘bad news’
  • Session 3.4: Asynchronous: Crisis Management Case Study

A strong communication plan is essential for ensuring that right messages reach the intended people at the correct time. This review will help assess the effectiveness of the current plan by examining key components such as stakeholder needs, communication channels, core messaging, and timing.

By focusing on who the key stakeholders are, public communication practitioners can identify how they are being reached, what messages are being delivered. They can also identify gaps, strengthen engagement, and improve overall impact. These lay the foundation for more strategic, targeted, and effective communication moving forward.

  • Session 3.1: Understanding Your Audience and Clarifying Your Purpose
  • Session 3.2: Understanding Audience Needs, Values, and Expectations
  • Session 3.3: Techniques for Conducting Audience Research
  • Session 3.4: Understanding Persuasive Communication Techniques

The Executive Program on Public Communication will culminate in an in-person presentation. Learners will showcase the communication plans they have drafted and developed over the past weeks.

In this module, learners will be equipped in identifying sources of problems, conducting audience analysis, and addressing potential roadblocks. It will cover how to craft impactful messages, emphasizing message testing and results evaluation.

  • Session 2.1: Root cause analysis
  • Session 2.2: Understanding your stakeholders
  • Session 2.3: Channel
  • Session 2.4: Crafting key messages
  • Session 2.5: In-person presentation

What You Get:

  • Online Live Sessions via MS Teams

  • Recorded Session Library Available

  • PDF E-Modules

  • AIJC E-Book Library
  • In-Person Huddles/Events
  • AIJC In-person 
INTENDED LEARNERS

Corporate Communication Executives:

  • This program caters to professionals responsible for managing internal and external communication strategies within corporate settings. It equips them with advanced skills in crafting compelling messages, managing brand reputation, and navigating communication challenges in dynamic business environments.

Digital Marketers:

  • Designed for individuals immersed in the digital marketing landscape, this program provides specialized training in leveraging digital platforms, analyzing consumer behavior data, and implementing targeted communication campaigns. It empowers them to stay ahead in the ever-evolving digital marketplace.

Government Public Affairs Officers:

  • Public affairs officers working within government agencies require a nuanced understanding of communication strategies to effectively engage with stakeholders and disseminate important information to the public. This program offers tailored coursework in government communication, crisis management, and strategic public relations.

Nonprofit Communication Managers:

  • Professionals working in the nonprofit sector face unique communication challenges in mobilizing support, raising awareness, and driving social change. This program provides them with the tools to develop impactful communication strategies, engage diverse stakeholders, and amplify their organization’s mission and impact.

Media Production Professionals:

  • For individuals involved in media production, including journalists, content creators, and filmmakers, this program offers advanced training in storytelling, multimedia production, and audience engagement strategies. It equips them with the skills to produce compelling content across various platforms and adapt to evolving media landscapes.

Education Technology Coordinators:

  • Educational technology coordinators play a crucial role in integrating technology into teaching and learning environments. This program provides them with insights into instructional design, digital learning tools, and effective communication strategies to enhance student engagement and learning outcomes in educational settings.

Environmental Officers:

  • Professionals passionate about environmental conservation and sustainability often face the challenge of effectively communicating complex scientific concepts and motivating behavior change. This program offers specialized coursework in environmental communication, crisis messaging, and stakeholder engagement strategies to empower advocates in driving positive environmental action and awareness.

Healthcare Communication Specialists:

  • Healthcare professionals tasked with communicating complex medical information to patients, caregivers, and the public benefit from specialized training in health communication. This program offers coursework in health literacy, patient education, and effective communication in healthcare settings to improve patient outcomes and promote public health initiatives.
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