TRAINING FOR PUBLIC RELATIONS PRACTITIONERS

Course Details

Two day programme
23-24 Jan 2018
9am to 5pm
Venue: HDB Hub
Fee: $940 (Group discounts for three or more participants)

Got an enquiry?
Call (65) 8232 9808 or
email info@prtraining.sg

Managing Negative Sentiments in Stakeholder Engagement

Stakeholder engagement has become more challenging in recent times. Corporations are held to be more accountable and socially responsible. Stakeholders and community groups demand more information. They are also using social and digital media to broadcast their opinions.

A major concern for organisations is managing controversy and negative sentiments. Participants may have very strongly held views about the topics to be discussed, the agency involved, or the engagement process.

Differences of opinion can be about almost any issue - land use, public safety, cost of living, environmental issues, public health, community space, heritage matters, privacy issues or security matters. It can generate strong concerns and emotions by customers, residents, industry stakeholders, NGOs and the general public. Addressing these concerns effectively is important. The fundamental goal of stakeholder engagement is to offer the opportunity for all perspectives to be heard and to better engage citizens in meaningful dialogues.

Course Objectives

This course will help you to learn how to apply strategies and behaviours to manage negative sentiments and enhance outcomes of stakeholder engagement.

By the end of the two-day programme, you will learn to...

Plan the Stakeholder Engagement effort
Identify challenges in stakeholder engagement
Pinpoint emotion and outrage factors
Utilise strategies for managing negative emotions/sentiments
Deploy behaviours in controversial situations
Manage negative sentiments online/social media