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Public Relations

Certified Public Relations Specialist




Introduction:

This course will take you step by step to learn about the best approaches to planning and managing public relations. By following these steps PR specialists will be able to

Achieving measurable and measurable results for senior management and contributing directly to the success of the organization by enhancing its reputation and improving its relationships.

The course Basics of PR, and how professional and diplomatic dealing help you to understand relationships. Public relations professionals may be exposed to difficult situations and this course will enable you to develop the skills needed to deliver practical, achievable plans and gain management confidence.

Targeted Groups:

Managers, Supervisors, Public Relations Practitioners as well as Senior Staff whose responsibilities require communication and interaction with both internal and external audiences, especially Supervisors in the areas of personnel, Marketing, Sales, Training and Management

Course Objectives:

At the end of this course the participants will be able to:

  • Describe the functions of PR in a changing environment.
  • Planning and organizing public relations programs by reviewing the main tasks of the public relations profession.
  • Practice basic communication skills necessary to perform public relations responsibilities.
  • Determine the role of public relations in supporting the image and reputation of the institution.
  • Demonstrate a deeper understanding of the foundations of effective communication with the public within and outside the organization.
  • Plan and implement a press conference.

Targeted Competencies:

  • Planning, organizing, and leadership skills
  • Monitoring and evaluation.
  • Written communication.
  • Verbal communication
  • Dealing with the media and the public.
  • Build relationships with others.
  • Provide and receive feedback and opinions.

Course Content:

Unit 1: PR in a Changing Environment:

  • The emergence and development of public relations.
  • Definition of public relations.
  • Define the scope of public relations.
  • Objectives of public relations.
  • Guidance for PR specialists.
  • Public relations campaigns.
  • Public relations roles and new perspectives.
  • The role of public relations in building and supporting the image and reputation of the institution.

Unit 2: Public Relations Jobs:

  • Management Principles.
  • Planning and organizing public relations activities.
  • Lead and control public relations projects.
  • Elements of successful public relations planning.
  • The basic qualities of a PR specialist.
  • The function of public relations in the institution.
  • PR specialists’ responsibilities.

Unit 3: Public Relations and Communication:

  • Communicate with the public inside and outside the institution.
  • Key communication elements.
  • Prevalence and effects.
  • What makes communication effective in public relations?
  • Communication functions.
  • Overcoming communication barriers.
  • Nonverbal communication.
  • The ability of a PR specialist to communicate.

Unit 4: The Role of PR Specialist in Dealing with The Public Inside and Outside The Institution:

  • Understanding difficult characters.
  • Dealing with difficult characters.

Unit 5: Verbal Communication Skills:

  • Types of verbal communication.
  • How to prepare a presentation/speech.
  • Practice the presentation/speech.
  • Verbal and nonverbal communication skills when doing presentation.

Unit 6: Written Communication Skills:

  • Types of written communication.
  • Fundamentals of Writing.
  • Written means of communication.
  • Prepare the press release.
  • Writing and producing newsletters.
  • Design and production of brochures.
  • Preparing articles for magazines.

Unit 7: Press Conferences:

  • Definition of the press conference.
  • Why a press conference is held.
  • How to prepare and hold a press conference.
  • How to prepare a press release.
  • Build good relations with the media.
  • Principles of dealing with media when crises occur.