Strategic Corporate Communications


Strategic Corporate Communications is an intense 3-day workshop that fast tracks participants in the design and execution of winning communications strategies.

The world's leading organisations have identified Strategic Corporate Communications as the key to sustaining their overall competitiveness. This is why public and private sector companies are investing heavily in training and development to sharpen their corporate communications edge.

In fact, a high impact, internal corporate communications team guarantees that powerful messages are delivered to effectively lead, motivate and persuade their internal and external target audiences. The results are: solid client relationships, increased public profile, greater business development, optimum profitability and sustained success. This 3-day workshop sets the stage for those results, by providing participants with all the tools they need for executing every aspect of the corporate communications value chain, including:

  • Internal Communications
  • Advertising and Promotions
  • Crisis Communications
  • Public Relations
  • Strategic planning
  • Media Planning and Management
  • Social media

Target Audience

Professionals who hold corporate communications portfolios in the public and private sectors, including:

  • Corporate Communications Specialists
  • Marketing Officers
  • Media Relations Officers
  • Public Relations Officers

Learning Objectives

At the end of this workshop, participants should have the confidence and capability to:

  • Apply strategic thinking to tactical communication initiatives.
  • Develop and execute creative, strategic corporate communications campaigns.
  • Effectively manage the media and handle difficult media inquiries.
  • Re-coup from bad public relations and image crises.
  • Successfully incorporate social media with current communication programmes.

Programme Outline

An introduction to Strategic Corporate Communications:

  • The Basics of Communications
  • The Role of Corporate Communications in the organisation's success
  • The Corporate Communications Plan
  • Developing and Executing the Winning Strategic Corporate Communications Strategy:
  • Advertising and Promotions
  • Public Relations: Transforming Bad PR to Good PR
  • Crisis Communications
  • Corporate Social Responsibility
  • Social Media
  • Internal Communications:
  • The purpose of internal communications in optimising the organisation's efficiency
  • Elements of internal communications
  • Crisis Communications

Media Management:

  • Optimising Media Coverage
  • Managing Negative Publicity in the Media
  • Handling Media Inquiries
  • Media Planning

Facilitator: Karel McIntosh

Karel McIntosh is an all-round communicator, holding the titles of marketer, writer, editor, online publisher, communications consultant and trainer. Blessed with the gift of helping people to use their knowledge in a practical and effective way, she provides dynamic, training programmes in social media, business writing, corporate communications, presentation skills, and other communications-related areas, and offers editorial and speechwriting services.

Her infectious energy translates easily into her presentations, creating captivating sessions. Karel customizes every presentation to her audience's needs, and actively engages participants to motivate them and facilitate on-going comprehension of new information - from the basic and tactical to the advanced and strategic. With 13 years' experience in media, editorial, corporate communications, and digital marketing - including managerial positions, Karel knows what she's talking about.

A first-generation, Caribbean blogger, she is a part of a deep network of key, online influencers in the region. Karel is also the Founder and Editor-in-Chief of Outlish Magazine - - a weekly, online, lifestyle magazine that features innovative, entrepreneurial Trinis, and fresh, feisty perspectives about life in Trinidad and Tobago and the Caribbean.

She holds an M.Sc. in Corporate Communications (Distinction) from The University of West London (UK) - formerly Thames Valley University, and a B.Sc. in Government, with a minor in International Relations (Upper Second Class Honours) from The University of the West Indies (Trinidad). Karel is a member of the International Association of Business Communicators (IABC), and serves on the Association's International Advisory Board for its flagship magazine, Communications World.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 3 Days
Cost TT $4,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
South Campus
Lot 39 Union Park West


Tel: 645-6700
Fax: 662-1411


Brent Cassim - ext. 330
Anastasia Mohammed - ext. 328



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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