The innovative Brand Building and Communications Programme, which is due to be introduced at the Sochi-based institution later this year, is a 10-day scheme that will be delivered in conjunction with the brand building and communications experts who helped Sochi 2014 secure the Winter Olympic Games, Jon Tibbs Associates (JTA).

A team of renowned guest lecturers will also be joining the teaching panel, including experts from Russia, as well as BBC broadcaster David Eades, and sports journalist and International Olympic Committee (IOC) Press Commission member Alan Abrahamson.

Professor Lev Belousov, chief executive of the RIOU, outlined the motivation behind putting together the unique course.

"In the current climate, sports organisations are finding it more and more difficult to win the share of voice they need, to interact effectively with stakeholders and key audiences," he said.

"A coherent brand architecture and sophisticated communications strategy are now more important than ever before.

"Our Brand Building and Communications Programme will help organisations from all over the world and in every sphere of sport meet that pressing need."

The first week of the course will centre on why behaving like a brand and professionalising communications is a vital step for every ambitious sports organisation, alongside the core principles of brand building and media relations, while the second week will have a more practical focus and address topics including communication strategies, issues management, media training, social media and evaluation techniques.

The RIOU has now issued a global call for applications for the course, which will run from November 14-25 at the institution's headquarters in the next Winter Games host city.

Jon Tibbs  emphasised what sets this programme apart.

"I am convinced that this Brand Building and Communications Programme will deliver real, tangible value to sports organisation," he said.

"Delegates will benefit from hands-on, highly interactive classroom sessions, lectures, debates and case studies, and the invaluable expertise of some of the world's top specialists.

"JTA is honoured to be a part of this historic moment in RIOU's history – it's first ever international course – and I'm sure this partnership can help us raise the bar for brand building and communications across the sports industry."

More details are available by clicking here. 

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