Program objective:

To deliver to the participants effective communications planning, organizing, implementing and evaluating knowledge and skills with all business stakeholders: media, investors, clients, partners, workers, experts.

Target group:

Professionals in PR and marketing, communication department executives and managers аs well as managers which will to be skilled in effective communications.

Program tasks

During the Program every participant will develop such knowledge and skills:

● Properly business or product / service communication problems setting
● Segmentation and priority audience purpose interaction
● Company reputation development, support, and protection
● Preparing and implementation communications with workers, clients, partners, investors, media and experts in normal and crisis conditions
● Management and company’s public persons positioning for media

Study format:

Program consists of 5 modules, each once a month two days running [Fridays and Saturdays].

Cost:

20 000 UAH [VAT included]

Program scedule:

MODULE 1. Managing company, executives, and product reputation [February 3-4, 2012]

• Role of communications in business management
• Business reputation, its components and approaches to manage it
• Company’s interaction with inside and outside influence groups Work with company workers as corporate reputation bearers

MODULE 2. Communication with media: special features, tools, faults [March 16-17, 2012]

• Work with information within corporate structure
• Key messages development skills training. Prospected and unexpected communications with media. Written and verbal communication peculiarities
• Key messages of various formats carrying skills training. Rights and duties of a company speaker within various formats of public communication

MODULE 3. Crisis communications: tools, recommendations, faults [April 6-7, 2012]

• Perception of business by various audience specific characters and reputation risks
• Basic mechanisms of organization and activity of anti-crisis staff
• First 24 hours of crisis – what is to be done and what is not
• Interactive forms of work with media during crisis

MODULE 4. Effective communications online: effectiveness, tools, approaches [May 18-19, 2012]

• Online communication specific characters – differences from other channels of communication
• Various formats of online communications and their effectiveness for company’s business objectives
• Online communication campaign planning and implementation
   

MODULE 5. Corporate product, finance, and crisis communication effectiveness evaluation [June 1-2, 2012]

• Communication tasks setting to succeed company’s goals
• Communication effectiveness measurement and advantage of it
• Work with contractors [agencies] and methods to evaluate their job

Author of the Program:

Maryna Starodubska

Managing partner of communication company «Mychaylov and Partners. Ukraine».
ВВА [International Christian University, Vienna]. Qualified at Public Relations Chartered Institute of Public Relations [CIPR] Diploma, London, UK. Vice-president of Ukrainian Association for Public Relations [UAPR].
Committee for business social responsibility chair at Europea Business Association [ЕВА] 2006-2010. Member of expert group for strategy development of business social responsibility in Ukraine, UNO.
Over 8 years of consulting in Ukraine, CIS, Europe and USA in defferent branches of business (development, metallurgy, machine building, finance, banking, IT, energy, gas and oil industry, telecommunications, FMCG etc.) Author of over 100 subject publications in the internet and press, i.e. the collection of the best articles published in press house «Maksymum» «Ви або Вас: Стратегії, з якими перемагають» (“Winning strategies”) (2005 and 2006).

Invited experts from companies:

System Capital Management [SKM]
JTI Ukraine
TV channel «Ukrayina»
Microsoft Ukraine
AIN.UA
Metinvest Holding
News-paper “Gholos Ukrainy”
McDonald`s Ukraine

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