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| | 北京Strategic Communications培训招生
招生学校：北京东方名道公共关系咨询中心[专栏][咨询]
摘要：To succeed in business, whether non-profit, small business or fortune 500, you must build bridges; connect with, and nurture RELATIONSHIPS with: the Media, with the community, with internal Staff; wit
全文：Rainer Desens is a seasoned PR professional as well as a highly experienced PR trainer. For more than ten years he was member of the board of management at Burson-Marsteller, Germany in various positions (vice president, managing director). During his many years at Burson-Marsteller he conducted numerous PR seminars, workshops and lectures including topics such as Media training, Crisis communication, CSR and Internal relations. In addition to his profound PR background Rainer Desens has an extensive background in journalism comprising almost every kind of media from national dailies to magazines, radio and TV. His career as a journalist includes the positions of chief editor and head of Reader’s Digest and chief reporter with Europe’s No. 1 tabloid. Thus, he combines outstanding PR expertise with profound knowledge of journalism. In 1998 he founded his own PR consultancy in Germany.
Topic 1：Internal Relations （Trainer: Rainer Desens ）
Since all communications start ‘at home’, the employees have to be a top priority target audience. Only well informed employees are motivated and feel part of the company culture. Thus employees need to understand what their organization stands for, where it is heading and what place they might have in the future. Research shows that motivated work forces not only act as brand ambassadors but have a overall impact on the efficient performance of the organization. Internal relations must have the same weight as exter
9.00-9.10
Introduction
9.10-10.30
Why Internal relations is vital in an organization?
Material and immaterial elements of internal publics
The role of the internal PR staff
Examples
10.30-10.45 Coffee break
10.45-12.00
Establishing an efficient communication strategy
Developing an effective connection between the different units within the organization:
Evaluating employees’ perception of the enterprise
Monitoring their information needs,
Assisting management in empowering employees etc.
Examples
12.00-14.00 Lunch
14.00-15.30
Requirements and contents of an annual plan for the organization:
situation analysis,
quantifiable objectives,
target audiences
key messages etc.
Examples
15.30-15.45 Coffee break
15.45-16.30
Topic 2：CSR workshop （Trainer: Rainer Desens ）
In a recent survey conducted among institutional investors, regulators, parliamentarians, business journalists and non-governmental organisations 71% said, that corporate social responsibility represents “leadership that looks beyond the short term”. CSR may still represent a new concept to many companies, but thousands of institutions, organizations and companies have implemented socially responsible practices that will affect and benefit performance on a local and international level. Considering the fact that consumer
9.00-9.10
Introduction
9.10-10.30
Which factors drive CSR?
Clarification and confirmation of company brand values
Identification of appropriate CSR opportunity (conflict resolution, strategic partnership, local community involvement, internal communications etc.)
Examples/cases
10.30-10.45 Coffee break
10.45-12.00
Commitment to a global strategy which may be implemented locally
Existing perception of the company
Examples/cases
12.00-14.00 Lunch
14.00-15.30
Desired perception: what socially responsible action might the company take to strengthen consumer attitudes?
Changes of consumer behaviour if the company is perceived as socially responsible?
Examples/cases
15.30-15.45 Coffee break
15.45-16.30
How does the development of a global strategy interact with general criteria such as financial compatibility, brand values, target audiences
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