Advanced Public Relations

Advanced Public Relations

OBJECTIVES

By the end of the program, participants will be able to:

• Practice the key communication skills and techniques which are essential for performing their public relations duties.
• Demonstrate a better understanding of how to communicate effectively with the internal and external publics of the organization.
• Play an active role in supporting the image and reputation of the organization.

WHO SHOULD ATTEND?

Supervisors and officers experienced in public relations. Also, other key personnel whose work involves contact and interaction with the internal/ external public, particularly in the areas of personnel,  marketing, sales, training and administration.

COURSE OUTLINE

Public Relations in a Changing Environment

• The Origin and Development of PR
• Definitions, Scope and Objectives
• New Roles and Perspectives
• The Role of Public Relations in Building the Image of the Organization

The Functions of Public Relations

• Planning, Organizing and Controlling the Activities of Public Relations
• Public Relations Position in the Organization
• Main Qualities of Public Relations Professional

Public Relations and Communication

• Verbal Communication Media
• Written Communication Media
• Evaluating and Selecting the Most Appropriate Medium
• Non Verbal Communication

The Role of PR Professionals in Dealing with Difficult Personalities

Key Public Relations Skills

• Writing and Presenting Public Relations Reports, News Items, Press Releases, Letters and Memoranda
• Translating and Editing Statements, Articles, and Management Circulars

Press Conferences

• Preparing a Press Release
• Conducting a Press Conference
• Preparing the Press Clippings