The APN Group has inaugurated its Strategic Communications handbook to support its Masterclass course.
Tailored for mid-career and public relations professionals and business leaders, the handbook provides a practical framework to help communication practitioners deploy campaigns that directly support and achieve organisational goals.
Speaking during the event, APN Group Managing Director Lawrence Gikaru said the handbook will serve as a practical resource tool for the hybrid course and a long-term reference guide for communication professionals executing future campaigns within their organisations.
“The handbook lays emphasis on practical learning application over theory, where expert learners will be taken through a variety of peer-reviewed case studies of campaigns executed by APN Group over the past 20 years.
A key task for every participant will be to apply the strategic framework and tactics learned to create a prototype campaign customised for their specific corporate problem,” he said.
During the event, APN Greater Than College welcomed its third cohort, drawing participants from the public, corporate and non-governmental sectors who will undertake the seven-week course to be facilitated by experienced industry practitioners.
The programme bridges the gap between academic theory and real-world execution by using a 20-year repository of award-winning case studies and requiring participants to bring an active “campaign challenge” from their current workplace.
Topics covered by the APN Masterclass include audience research and segmentation, communication planning and strategy, insight and messaging development, digital integration and artificial intelligence, as well as campaign implementation and measurement.
To qualify for the APN Greater Than College (GTC) Masterclass in Strategic Communication by APN Group, one should be a communication professional working in either an agency or an in-house corporate role.
Eligible applicants from anywhere across Africa can sign up directly by visiting the APN GTC Registration Page to complete the enrolment process for upcoming hybrid cohorts.
By Joseph Ng’ang’a
