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Developing Public Relations

Course content

 
Why Attend
 
This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management, and directly contribute to the organization’s success by enhancing its reputation and improving its relationships. You will be shown how the fundamentals of PR are vital, and how significant they are to understand organizational reputation and relationships. A PR professional can often be in a challenging, difficult and even confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win the confidence of management.

 

Course Methodology

 

The workshop is designed to be interactive and participatory, and includes various learning tools to enable the participants to operate effectively and efficiently in a multifunctional environment. The course is based on presentations, role playing and group exercises, experience sharing in roundtable discussions, as well as team exercises and group debriefs.

 

Course Objectives

 

By the end of the course, participants will be able to:
 
  • List the functions of public relations in a changing environment
  • Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
  • Practice the key communication skills and techniques essential for performing their PR duties
  • Implement their know-how to communicate effectively with the internal and external public of the organization
  • Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
  • Prepare and execute a press conference
 
Target Audience
 
 
Managers, supervisors and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal or external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this course.

 

Course Outline
 

PR in a changing environment

 

The origin and development of PR

Definitions of PR

Scope of PR

Objectives of PR

Guiding principles of PR professionals

PR campaigns

New roles and perspectives

The role of PR in building and supporting the image of the organization

 

 

The functions of PR

 

 

Management principles

Planning and organizing the activities of PR

Leading and controlling PR projects

Ingredients of successful PR planning

Main qualities of PR professionals

PR position in the organization

Responsibilities of the PR professional

 

 

PR and communication

 

 

Communicating with the internal and external public

Key components in communication

Diffusion and effects of communication

What makes effective communicators in PR

Communication functions

Overcoming barriers in communication

Non verbal communication

The communication abilities for PR professionals

 

 

The role of PR professionals in dealing with the internal and external public

 

 

Understanding difficult personalities

Dealing with difficult personalities

 

 

Oral communication skills

 

 

Kinds of verbal communication

How to prepare for a presentation or a speech

Rehearsing your presentation or speech

Verbal and non verbal skills while presenting

 

 

Written communication skills

 

 

Writing for the eye and ear

Fundamentals of writing

Written communication media

Preparing a press release

Writing and producing newsletters

Designing and producing brochures

Preparing articles for magazines

 

Press conferences

 

Defining a press conference

Reasons to hold a press conference

Conducting a press conference

Preparing a media and press kit

Building good relations with the media

Principles of dealing with the press during a crisis