International Relations Courses - LONDON CORPORATE TRAINING

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I will not forget the training I have had at LCT. The training consultants are of the highest quality. I also really appreciate the customer orientation at LCT. You really take care of your participants.

Communications Assistant
World Bank, Yemen

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International Relations

Course Ref: PR.10

Course Subject: Public Relations

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Dates for This Course

Course Overview

  • In an age of globalisation, understanding overseas markets has become imperative for industry, trade, business and government. Our five day training course, International Relations, covers how to promote businesses and raise corporate profiles overseas, with experienced consultants providing approaches and techniques for establishing an excellent international reputation. Designed for intermediate to senior management, the curriculum covers the role of Public Relations and Marketing in making an impact on the political, government, commercial, social and cultural sectors in foreign countries. Our consultants lead participants in creating an international relations plan and formulating and implementing an appropriate strategy. This includes lessons on how to establish objectives for PR overseas, set targets, and monitor results. The schedule also includes advice on the pitfalls involved in verbal and non-verbal communication which may contain unintentionally offensive meanings. Discussion takes place about real communications campaigns which failed because of lack of cultural understanding. Throughout this courses, consultants lead and facilitate conversations so that participants can learn from one another about their traditions, values, cultures, and approaches to business and trade.

Who should attend?

  • Directors of International Public Relations
  • Directors of International Marketing
  • Directors of Public Relations
  • Directors of Marketing
  • Senior Public Relations Managers
  • Company Directors
  • General Managers
  • Senior Managers
  • Advisors at Ministerial level in government departments
  • Advisors to Directors and top Managers in other organisations
  • Those in public sector, private sector and not-for-profit organisations
  • Those at the national, regional and community level
  • Those working for international, global or supranational organisations
  • Owners or account directors in public relations consultancies

Learning objectives

  • To raise the profile of your organisation and your country internationally
  • To build a brand internationally and maintain an international reputation abroad
  • To maximise opportunities across countries and between organisations
  • To develop and strengthen relationships between countries and organisations
  • To appreciate cultural differences for the promotion of political, commercial, business, social and cultural links

Course content

Benefits of international relations

  • Seven objectives of international relations
  • Benefits and challenges of international public relations
  • International public relations’ contribution your organisation’s strategy
  • Political, commercial, business, social and cultural impact
  • Who should be involved?

Promoting your organisation and country abroad

  • Public relations to promote the vision, mission and strategy of your country and organisation internationally
  • Objectives of your international strategy, with targets and results
  • Quantify benefits of your organisation, country, products, services and opportunities
  • Formulate key messages
  • Follow-up and develop relationships

Target countries, sectors, markets and audiences

  • Criteria to prioritise target countries, regions, sectors and organisations
  • Expectations, interests, needs, problems and priorities of targets
  • Research potential impact of history, politics, economics, traditions, values, cultures and religions
  • 15 types of research to find the answers
  • Pitfalls to avoid

Create an international relations strategy and plan

  • Clarify objectives of your strategy for each country and organisation
  • Research current perceptions about you in target country
  • Set targets for how you would like to be perceived and by when?
  • Create and structure a comprehensive strategy and plan with budgets and (local) resources
  • Project manage the implementation of the strategy and resulting plan

Communicating appropriately in each country

  • Understand cultural variations: nationally, regionally and locally
  • Use appropriate media for that market
  • Understand and learn the differences in business customs, practices, language, verbal and non-verbal communication
  • Marketing and PR communications double-checked for unintentionally offensive meanings
  • Maximise impact and avoid pitfalls