Accra:APN Group has launched a new strategic communication handbook aimed at mid-career and public relations professionals, as well as business leaders. The handbook is designed to provide a practical framework to help communication practitioners deploy campaigns that support and achieve organizational goals.
According to Kenya News Agency, APN Group Managing Director Lawrence Gikaru described the handbook as a practical resource tool for a hybrid course and a long-term reference guide for communication professionals. It emphasizes practical application over theory, guiding expert learners through peer-reviewed case studies of campaigns executed by APN Group over the past 20 years. Participants are tasked with applying the strategic framework and tactics learned to create a prototype campaign tailored to their specific corporate challenges.
At the launch event, APN Greater Than College welcomed its third cohort, including participants from the public, corporate, and non-governmental sectors. These participants will take part in a seven-week course facilitated by experienced industry practitioners. The program bridges the gap between academic theory and real-world execution by utilizing a repository of award-winning case studies and requiring participants to address an active ‘campaign challenge’ from their current workplace.
The APN Masterclass covers topics such as audience research and segmentation, communication planning and strategy, insight and messaging development, digital integration, artificial intelligence, and campaign implementation and measurement. To qualify for the APN Greater Than College Masterclass in Strategic Communication, candidates must be communication professionals working in either agency or in-house corporate roles.
