Managing and Leading Strategic Communication: Public Relations, Marketing and Internal Communication
Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 3,900
Overview
Professionals have a strategic role in leading communications with stakeholders both inside and outside their organizations. It is they who ensure stakeholders understand their vision of the future and who motivate and coordinate the behaviors that lead to transformation.
Learning Objectives
Improve stakeholder engagement and relationship building skills
Assess brand and reputation, ensuring they are consistent, understood and valued by stakeholders
Develop shared understanding of organizational mission, vision, values and business objectives
Use communication activities to win employees’ understanding of and commitment to change and transformation
Effectively guide team members and PR professionals in developing communication strategies and plans that support business objectives
Who Should Attend
This course is designed for professionals and leaders, and other professionals seeking to strengthen their capability in this area.
Professionals and leaders
Professionals in Brand & Communications
Sales, marketing and business development staff
Course Outline
Day 1 — Leading Communications
Relational leadership: influencing and inspiring through relationships
Building trust & credibility: integrity, likeability & perceived expertise
Guiding stakeholder communications: interpreting strategic issues and providing strategic guidance
Inspiring, influencing, and persuading through storytelling
Day 2 — Communication during change
Ethos and desire: communicating compelling visions that change corporate culture
Walk the walk, talk the talk: the leader’s role during change
Commitment from senior managers: creating a coalition of committed communicators
Transparent communications and reputation risk management
Day 3 — Focusing Communication Efforts
Aligning communications strategy with business objectives
Structuring communications to support a high-performance culture
Delivering real benefits from communications: engaged audiences, effective organization, improved productivity
Managing resources efficiently: people, technology, and budgets
Day 4 — Engaging Employees
Engaging and empowering employees: effective communications within organizations
Turning managers into effective communicators: capabilities, core competencies and performance
Engaging hard to reach employees: call centers, remote offices, field engineers, salespeople
Helping new employees settle in and feel part of the organization
Day 5 — Brand Management
Corporate identity, image and reputation, vision, mission, and values
Building competitive advantage and business through branding
Sharing the investment story: Investor relations and financial PR
The leader’s communication role during crises
Accreditation
Al-Khobraa certified. On completion delegates receive an Al-Khobraa certificate of achievement.
What do Al-Khobraa sales and marketing courses cover?
The portfolio covers digital marketing, search engine optimisation (SEO) and social media, brand and product management, marketing strategy and research, B2B and key account selling, sales management, and commercial negotiation — with practical exercises on delegates’ own markets.
Who should attend a sales and marketing course?
These courses suit sales representatives and account managers, sales and commercial managers, marketing officers and brand managers, digital and social media specialists, business development staff, and technical professionals moving into customer-facing roles.
How long are sales and marketing courses, and where are they held?
Most Al-Khobraa sales and marketing courses run over 5 days. The exact duration, dates and city for this course are listed in the dates section on this page. Public sessions run across Saudi Arabia — Riyadh, Jeddah, Al-Khobar, Jubail and Yanbu — as well as regional and international venues, with live virtual classrooms available on request.
What certificate will I receive?
Delegates who complete the course receive an Al-Khobraa certificate of completion, issued by a Saudi-registered training provider. Al-Khobraa also delivers internationally accredited programmes; where a course carries an external awarding body such as PMI, CIPS, ILM or IOSH, that body is named on the course's own page.
Can sales and marketing training be delivered in-house for our team?
Yes. Any Al-Khobraa sales and marketing course can be delivered in-house at your own premises anywhere in Saudi Arabia or the GCC, with the content, dates and language of delivery tailored to your team. Al-Khobraa is an approved HRDF (Hadaf) provider, so eligible Saudi employers can seek training support. Contact us for a quotation.