The Essentials of Public Relations and Administration Communication Skills

Introduction:

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.

Targeted Groups:

• PR Managers
• PR Professionals
• HR Professionals
• Marketing Professionals
• Persons who want to extend and improve their skills

Course Objectives:

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.

Targeted Competencies:

• PR management
• Media planning
• Business communication
• Press release
• Corporate communication
• Social media

Course Content:

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.