This course offered by the British Academy for Training and Development provides participants with a clear overview of key concepts related to the Management and Development of Communications and Institutional Reputation. This course focuses on how to develop public relations to become better business leaders, and take a more comprehensive approach that can be called "Reputation Management". The course will also focus on how to develop organizational, managerial and brand contacts so that a consistent value-based approach can be found that can be aligned with the brand strategy.

The British Academy for Training and Development offers this course for each of the following categories:

• People who are interested in an overview of the current practice of marketing communications and branding, with a focus on managing the overall commercial reputation of the brand.
• People who are interested in managing public relations and institutional reputation.
• Brand managers and people interested in trademarks.
• Staff engaged in marketing and corporate communications.
• Communication staff in non-governmental organizations and the public sector.
• Persons involved in brand communications in the private sector.
• People involved in service industries such as hotels, banks and retail.
• Persons undergoing retraining or undergoing a transitional functional stage.
• Graduates who wish to function in the field of brand development and communications.
• People who wish to develop an Institutional Reputation Management within their organizations.
• Junior employees in the field of public relations or management.
• Businessmen and people who have started their own businesses recently.
• Persons who are reclassifying or activating the company's brand.

• Introduction to Public Relations Management and Institutional Reputation.
• Innovative business models and commercial communications.
• Strategy 1: Structure and Style.
• Strategy 2: Engage stakeholders and develop the media content.
• Media relations and promotion of the brand.
• Risk Analysis and Institutional Issues and Crisis Management.
• Identification of image and corporate identity.
• Brand management and institutional reputation.
• Corporate Social Responsibility.
• Care and effectiveness management.
• Internal communication and commitment to work.