Advanced Public Relations

Course 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.
• 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.

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 Professionals

Public Relations and Communication

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

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

Who Should Attend

• Managers, supervisors and officers experienced in public relations.