In today’s society, public relations professionals are employed in a wide variety of settings in business, government and nonprofit organizations. The goal of this course is to develop the creative skills to manage strategies of communication and public relations.
- PR Managers
- PR Professionals
- HR Professionals
- Marketing Professionals
- Persons who want to extend and improve their skills
At the end of this course the participants will be able to:
- Understand and analyze public relations and other forms of business communication.
- Design and manage the image, publicity, and every other aspect of business communication.
- Design and employ public relations and media programs and/or campaigns.
- Learn how to be familiar with the global trends and the international standards that govern the industries of both public relations and media.
- Manage the image, publicity, and every other aspect of business communication.
- PR management
- Media planning
- Business communication
- Press release
- Corporate communication
- Social media
Unit 1: The Nature of PR and how it Intersects with Media and Journalism:
- An overview of business communication and public relations.
- The six points model of public relations planning
- How media and journalism fit into public relations.
- Managing traditional media and electronic media relations.
- Understanding the importance of the audience.
- Establishing objective communication efforts.
- Budget - staff, time, material and money.
- Evaluating the communication program's success.
Unit 2: Press Release and News Release, International Standards:
- Media handling
- Press release VS news release
- The art of writing a press release using the 6 C's of communication
- The journalism code of truth
- Public relations society in America and its norms
- PRSA code of ethics and public relations industry ethics.
- Trading between PR international norms and own interest.
- Society of Professional Journalism (SPJ) international standards.
- Public opinion and how to measure it.
- Propaganda models of communication
- Media handling during the process of crisis management
Unit 3: Business Communication and Public Relations as a Part of It:
- Corporate communication and public relations
- Marketing communication VS public relations
- The internal audience and employees relations
- Consumer relations and effective customer relations management
- Multicultural community relations.
- Government relations
- International relations
Unit 4: Globalization and Its Effect on Public Relations:
- The environment's complexity, globalization, and the effect of technology.
- Social media platforms, and how to handle them effectively.
- Multimedia age of business communication.
- Events as part of your public relations.
- The importance of events, types, venues and purposes.
- Employing events to serve the overall organizational message
- Corporate social responsibility and how it serves the message.
- Building a supportive community for your core message.
Unit 5: Designing a United Campaign Theme, Bringing it All Together:
- Understanding the core messages
- Assessing the need for PR efforts and researching your audience.
- Planning the campaign/program with standards of quality and theme.
- Choosing the best strategy to deliver your message.
- Implementing the campaign/program.
- Evaluating the campaign/program effect on the audience .
- Keeping the core message in each stage.
- Virtual campaign design based on participant capacities and professional background.