ABA 404: PUBLIC RELATIONS, COMMUNICATIONS & BRAND POSITIONING MASTERCLASS: NAVIGATING DIGITAL PLATFORMS, STRENGTHENING INSTITUTIONAL IDENTITY & PUBLIC CONFIDENCE

This is an advanced masterclass designed for Public Relations (PR) professionals, communications directors, and senior leaders responsible for managing an institution’s public image and trust.

Core Objectives:

1. Digital Platform Mastery: Provide advanced strategies for navigating complex digital and social media platforms, focusing on content, audience engagement, and real-time response to protect institutional reputation.
2. Institutional Identity & Branding: Equip participants with tools to effectively strengthen the institutional identity (brand positioning) to ensure clarity, consistency, and positive resonance across all public and digital channels.
3. Building Public Confidence: Focus on high-stakes communication methods, including crisis communications and ethical transparency, to build and maintain essential public trust and confidence in the institution.

The goal is to elevate participants’ expertise from traditional PR to a strategic, digitally-savvy masterclass in brand positioning and communications governance, essential for maintaining institutional legitimacy in the modern public sphere.