Comparative Public Relations: Corporate Social Responsibility

Code : 4/48

Why Attend This Training Course?

In the current competitive and information-driven business environment, corporations are held to a higher standard and expected and encouraged by civil society and governments to act ethically in a manner that benefits shareholders and stakeholders As an intermediary between corporations and stakeholders, public relations professionals must recognize and address these societal pressures. This training course examines the role of public relations in successful CSR programs   through a case study of (a senior public relations manager working in a socially responsible company). Specifically, this includes the organizational role enacted by the public relations professional and the model of practice employed by the public relations professional.

What Is The Training Course Methodology?

This training course methodology depends on enabling participants to interact and exchange experiences, explore their competencies and achieve their career aspirations, using forward-thinking training arts, such as theoretical lectures and/or open discussion to exchange opinions and experiences, scenarios, innovative thinking brainstorming. Participants will receive an agenda including training material as a reference, in addition to some extra notes and booklets. 

Who Should Attend This Training Course?

This training course is designed for:
  • Professionals in private companies, 'NGOs', local, regional and international organizations and governments who are currently involved in CSR Communication
  • Public relation and employees affairs who are working in both the public and private sectors

What Is The Training Course Objectives?

  • Enrich the skills in finding and identifying causes of work stress and defining its type and causes
  • Outline why is CSR important in the public and private sectors
  • Recognize how public relations, CSR and corporate governance are meeting
  • Illustrate the evolution and revolution of CSR
  • Reach optimal communication outcome by implementing the 10 rules for effective CSR communication
  • Create competitive advantage by identifying various CSR challenges

What Is The Training Course Curriculum?

Introduction to Public Relations and CSR
  • Corporate citizenship concepts
  • Business criticism in a CSR cycle
  • Historical perspectives
  • Evolving view points on CSR
Why is CSR Communication Important?
  • People, planet and profits theory
  • Two views of CSR
  • Should corporations be involved in CSR?
  • Arguments for and against CSR
  • Case study (I)
10 Basic Rules for Effective CSR Communication
  • Characteristics of information relating to CSR
  • Act first, talk later
  • The why and the wherefore
  • Be prepared
  • CSR must be a boardroom priority
  • Involve the employees
  • Case study (II) 
Wrapping Up: Extract Messages
  • Everybody is different
  • Embrace dialogue
  • Become an example of good practice
  • Responsible product brands
  • Open-ended discussion

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