APN Group has launched a strategic communications handbook designed to help public relations professionals and business leaders develop campaigns that deliver measurable organisational results, as demand grows for communication strategies tied directly to business goals.
The handbook will support the agency’s APN Greater Than College Masterclass, a seven-week hybrid programme targeting mid-career communication practitioners from corporate, public and non-governmental organisations.
APN Group Managing Director Lawrence Gikaru says the publication would serve as both a practical learning tool for participants and a long-term reference guide for professionals implementing 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,” says Gikaru.
Participants will use the case studies to develop prototype campaigns addressing specific communication challenges in their workplaces, applying the strategies and techniques covered during the course.
The programme has admitted its third cohort, bringing together professionals from different sectors for training facilitated by experienced industry practitioners.
Its curriculum covers audience research and segmentation, communication planning, strategy development, insight and messaging, digital integration, artificial intelligence, campaign implementation and performance measurement.
Gikaru says the masterclass is designed to bridge the gap between academic knowledge and workplace application by requiring participants to work on an active campaign challenge from their organisations.
The course draws on two decades of APN Group’s campaign experience, including award-winning projects, to demonstrate how strategic communication can support organisational priorities and improve campaign effectiveness.
Eligible applicants include communication professionals working in agencies or in-house corporate teams across Africa. Registration for upcoming hybrid cohorts is available through the company’s Greater Than College programme.