COM-20/ Corporate Communications

3-Day Intensive Course for Communication, PR, and Strategy Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your journey from communication planning to brand reputation management:

Day 1: Strategic Foundations of Corporate Communication
Learn the key pillars of corporate communication, stakeholder mapping, and alignment with business strategy. Develop messaging frameworks and understand your organization’s communication DNA.

Day 2: Internal, External, and Digital Channels
Design multi-channel strategies for internal comms, media relations, executive visibility, and brand narrative. Use digital platforms, newsletters, video, and social media to engage stakeholders effectively.

Day 3: Crisis, Change & Reputation Management
Master the protocols for managing communication during change, crisis, or reputational risk. Learn to write press releases, deliver executive messages, and maintain brand trust under pressure.

Course Overview

Your brand speaks — even when you don’t.
Corporate communication is more than messaging. It’s the voice of the organization across every stakeholder interaction. This course gives communication leads and business professionals the skills to plan, deliver, and manage communications that align with business goals and protect reputation.

From internal newsletters to public-facing crisis response, this course builds confidence, clarity, and consistency in corporate messaging.

You’ll learn how to:

• Build a corporate communication strategy aligned with brand values

• Craft key messages for different stakeholder groups

• Manage internal and executive communications channels

• Handle media relations and press inquiries

• Plan and execute crisis communication strategies

• Communicate change, vision, and values across the organization

What’s Inside Each Day

Day 1 — Strategic Foundations of Corporate Communication

• What is corporate communication? Scope, strategy, and stakeholders

• The communication mix: internal, external, digital, and leadership comms

• Developing brand voice and messaging architecture

• Communication audits and gap analysis

• Stakeholder mapping and persona alignment

• Workshop: Build your organization’s message matrix

Focus: Strategy • Voice • Stakeholder Alignment

Day 2 — Internal, External, and Digital Channels

• Internal communication tools: newsletters, intranet, Slack/Teams, town halls

• Leadership communications and executive ghostwriting

• Building relationships with press and industry media

• Using digital and social media for proactive communication

• Aligning brand voice across web, video, and campaigns

• Workshop: Create a channel plan for internal + external comms

Focus: Channels • Engagement • Content Planning

Day 3 — Crisis, Change & Reputation Management

• Types of communication crises and response frameworks (CERC, SCCT)

• Communicating layoffs, restructures, data breaches, and bad news

• Writing effective press statements and executive emails

• Reputation risk monitoring (media, social, stakeholder response)

• Recovery and post-crisis trust building

• Workshop: Simulate a crisis scenario and build a comms playbook

Focus: Crisis • Trust • Ethics

Course Goals

By the end of this course, you’ll be able to:

• Design and implement a robust corporate communication plan

• Speak with a unified, strategic brand voice across all platforms

• Deliver messages tailored to specific audiences and moments

• Navigate high-pressure situations with clear communication frameworks

• Lead internal communication initiatives that align teams and values

Who Should Take This Course?

• Communication officers and PR professionals

• Executive assistants or internal comms leads

• Marketing and branding specialists

• Business owners and leaders managing change or growth

• HR professionals involved in company-wide messaging

• Consultants advising organizations on reputation or transformation

Class Reference: COM-20
Form Updated on: 06/17/2025 (Version 1)
Last Modified on: 06/17/2025

Program Note

Includes editable templates for press releases, stakeholder maps, brand message matrices, and crisis communication playbooks. Real-world examples from B2B, tech, education, and nonprofit sectors are explored throughout.