The American University in Cairo, School of Business - International Executive Education Institute is hosting a course for executives aiming to impart a basic understanding of strategic communication functions within organisations.

Entitled “The Principles and Practice of Strategic Communication”, the course will be held on March 14 and 15 at the AUC campus.

The English-language course will also familiarize participants with the concept as well as the process of creating a strategic communication plan and expand their knowledge of existing external support.

“Recent events in Egypt and the region have clearly demonstrated why good communication is an essential part of modern society and business,” said Richard Banks, principal, RM Banks & Company, and course co-instructor.

“It is all of our responsibility to ensure that the true stories of Egypt, its people and its businesses are explained effectively to the world. For it is only through such communication that the reality of the change and the new opportunity it presents can be understood. It is up to us now and it’s our responsibility to do it well.”

Sarah Broberg, deputy managing director, Traccs Egypt Public Relations and course co-instructor, said: “The uncertain economic climate in Egypt has led companies to reassess their business strategies and priorities.”

“Developing a comprehensive strategic communication plan is a solid first step in reorienting businesses with the new reality in the country.”

“Providing corporates with the necessary tools to develop strategic communication plans will help them deliver messages to target audiences in order to meet objectives and grow business. No matter the product, service or industry, a strategic communication plan is imperative for taking business to the next level,” she added.

The two-day course is comprised of eight interactive sessions during which participants will work in groups to create and present a strategic communication plan using the processes, tools and techniques given to them in each session.

Strategic communication refers to a set of processes and techniques that enable an organization clearly to explain its goals to different audiences, a statement said. – TradeArabia News Service