Communicating What To Whom?

A three-hour seminar on the business of public relations and corporate communications

This three-hour seminar provides a beginner’s guide to the public relations and corporate communications sector. Who in a big company has a communications role? Where does PR fit in alongside advertising, marketing and sales? What are the different strands of PR? And why do some PR disciplines not call themselves ‘PR’? We’ll answer all these questions as we explore the wider communications industry.


• The role that public relations and corporate communications plays – and how it interacts with marketing, advertising and sales.

• Why the sector has two names.

• Why companies need to manage relationships with the public.

• What we mean by ‘company’ and what we mean by ‘public’.

• How to segment the communications business by stakeholder, client, activity and circumstance.

• The respective role of in-house teams and agencies.

• The key stages of an effective communication strategy.


• Anyone new to the public relations or corporate communications industry.

• More experienced practitioners keen to get an understanding of the wider business beyond their specalisms.

This course is led by Chris Cooke, a business journalist, media entrepreneur and communications expert who has been writing about and advising on the media industries for two decades. Chris provides training and consultancy via Media Insights and is also a key trainer for the Taylor Bennett Foundation.

We run our training courses in-house for companies and organisations. Each course can be delivered as either an interactive seminar or webinar for a small group or a lecture for a larger group. We can also adapt courses to suit a client’s specific requirements.

To book this course email