Communications management and leadership

Overview

This one-day online course examines how the role of corporate communications and public relations is being reshaped by structural change rather than incremental skills development. Drawing on academic research, industry data and practice-based evidence, the programme reframes communications as a management discipline focused on sensemaking, governance, behavioural insight and organisational legitimacy.

The course is designed for senior practitioners who are under pressure to demonstrate strategic value, manage AI-related risk, navigate volatile external conditions and sustain capability within their teams.

Who should attend

The course is designed to help practitioners elevate their management communication practice and align with management. This includes:

  • Senior in-house communications leaders

  • Agency leaders and senior consultants

  • Independent practitioners seeking a competitive advantage in their practice

  • Practitioners transitioning into leadership roles

  • Any practitioner under pressure to demonstrate management relevance

It is not suitable for early-career practitioners; anyone seeking platform, media relations, or tactical skills training; and teams looking for tool-specific AI instruction or workflow design without governance or risk context.

Learning outcomes

By the end of the course, participants will be able to:

  • Explain how and why communications is shifting from a delivery function to a sensemaking and risk advisory role

  • Identify emerging geopolitical, societal and reputational risks and translate them into management counsel

  • Assess AI maturity beyond tool adoption and diagnose governance, accountability and legitimacy gaps

  • Understand AI’s role in mediating reputation and visibility in zero-click environments

  • Replace channel-led planning with a behaviour-led strategy grounded in evidence

  • Recognise structural capability, culture and ethics risks affecting communications performance

  • Articulate the value of communications in management terms rather than output metrics

Topics covered

  • Communications as organisational sensemaking and business intelligence

  • Geopolitics, polarisation and risk 

  • Organisational listening and behavioural publics

  • AI adoption myths and governance deficits

  • AI as intermediary stakeholder and reputational actor

  • Generative Engine Optimisation (GEO) and AI-mediated visibility

  • Behavioural media use, the Digital Media Arena and decentralised influence

  • Generational dynamics, leadership volatility and capability loss

  • Diversity, inclusion and ethics as strategic performance constraints

  • A communications operating model for 2026

Programme structure and timings

The management reset: why and how communications look different in 2026

Module 1: Communications as organisational sensemaking and risk management

Module 2: AI as a governance and legitimacy challenge

Module 3: Behaviour replaces channels - why inherited models no longer work

Module 4: Capability, culture and ethics as strategic risks

Closing session: The 2026 communications operating model

What participants will leave with

  • A clear, evidence-based narrative for positioning communications as a management function

  • A handbook of frameworks for sensemaking, AI governance and behavioural planning and diagnostic tools to assess capability, governance and leadership readiness

  • A set of priorities and actions for strengthening communications influence in 2026

  • A supportive community of practitioners from across the practice to support your development 

  • A certificate of completion for continuous professional development records and internal reporting

Course tutor

Stephen Waddington is a professional advisor at Wadds Inc. and PhD researcher at Leeds Business School who supports agencies and in-house teams on a range of management, corporate communications and public relations issues.

His agency career includes leadership roles at Metia, Ketchum, Rainier PR and Speed. He has worked for clients including The Economist, HM Government, Intel, Microsoft, The Press Association, NHS, Tesco and Virgin Media Business.

Stephen co-founded Socially Mobile, a social enterprise that supports public relations practitioners in increasing their earning potential. It delivers management training to those from lower socio-economic backgrounds and underrepresented and underserved groups.

He has written and edited more than ten books, including Brand Anarchy, Exploring Public Relations and Management Communication and Share This, and served as President of the CIPR.

Delegate feedback

“Great course, highly recommended. Clear practical instruction, relevant and important topics, lively discussion and some immediately useful actions. A day well spent.”

Lisa Lee, Executive Director of Brand, Campaigns and Communications, WWF-UK

“This course synthesises much of the noise currently surrounding corporate communications into a logical framework that anyone serious about strategic leadership in communications should take seriously. It has completely transformed how I think about my role as a senior comms leader and the way I should be presenting myself and my function. Add to that an engaging cohort and an excellent leader and it was a great day.”

Clare Monks, Chief Communications Officer, The National Lottery Community Fund

“Public relations is responsive, fast-paced and arduous at times. Time to reflect, learn and challenge your approach is rare. This session was invaluable, blending theory with practical frameworks, along with an outstanding group of senior comms people who shared their experiences.”

Jo Wilmot, PR Director, The Think Tank

“This course brought together the big topics facing our industry in a structured and thought-provoking way. It's given me the confidence and practical tools to tackle these issues, turning potential challenges into opportunities. I'd recommend it to any senior practitioner contemplating where public relations sits in an increasingly fragmented landscape.”

Jane Whitham, Director, Altitude PR

Terms and conditions

Maximum of eight participants per course

Full payment required on booking

Places are non-refundable and non-transferable upon booking

Available dates

930-5pm - Monday, 2 February (SOLD-OUT)

930-5pm - Saturday, 28 February (SOLD OUT)

930-5pm - Wednesday, 11 March

930-5pm - Tuesday, 21 April

930pm-5pm - Tuesday, 12 May

Course cost and booking

The course cost is £850+VAT. You can book directly via our online store or email us and we’ll invoice you.