Public Relations and Communications Management

According to Toni Muzi Falconi, “The effective governance of stakeholder relationships is the new global frontier of the public relations and communication profession.” But for PR to play such a strategic role, its processes have to be fully integrated with relevant organisational processes (which in many instances are not the case).

The purpose of this Training Workshop is to review the academic and trade literature on the concept of reputation, in particular as it relates to the effective practice of communications, and then to build from this literature a proposed approach that will have value to the communications practitioner.

This training course attempt to cover extensively on crisis communication, Budgeting and programme evaluation and planning of a PR programme, even though these topics are interrelated with reputation 

While the communications profession touts the importance of reputation and wants to lead these efforts within organizations, there is little universal agreement within the profession on the definition of reputation, how one goes about building a reputation, and the role of communications with regard to reputation management.

Communications professionals have, historically, focused on messages and programs with external stakeholders to build trust and reputation. We agree with The Authentic Enterprise (2008) publication of the Arthur W. Page Society that corporate communicators need to move from being reactive and responsive to becoming strategic and proactive

ATI believes PR communications professionals have the responsibilities to lead their organizations on reputation management by enhancing the ability to work across disciplines, and understand how reputation is seen from the perspectives of management strategy, financial management, marketing strategy, and other disciplines that are the business backgrounds of most of the management team