This course will take you step-by-step through proven best approaches to PR planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management, and directly contribute to the organization’s success by enhancing its reputation and improving its relationships.

You will be shown how the fundamentals of PR are vital, and how skillful diplomatic handling will help you understand reputation and relationships. A PR Professional can often be in a challenging, difficult and even confusing situation; therefore, attending this course will enable you to develop the skills to present practical and achievable plans that win management confidence.

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

• ​List the functions of Public Relations (PR) in a changing environment
• Plan and organize a PR program using the main functions of a PR professional
• Practice the key communication skills and techniques essential for performing their PR duties
• Recognize how to communicate effectively with the internal and external publics of the organization
• Intensify the role of a PR professional in supporting the image and reputation of the organization
• Plan and execute a press conference

Managers, supervisors and officers experienced in public relations. 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 will also benefit from this program.

PR in a Changing Environment

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

The Functions of PR

• Planning and Organizing the Activities of PR
• Ingredients of Successful PR Planning
• Main Qualities of PR Professionals
• PR Position in the Organization

PR and Communication

• Communicating with the Internal and External Public
• Non Verbal Communication
• Overcoming Barriers in Communication
• The Communication Abilities for PR Professionals

The Role of PR Professionals in Dealing with the Internal and External Public

• Understanding Difficult Personalities
• Dealing with Difficult Personalities

Written Communication Skills

• Importance of Writing for PR
• Fundamentals of Writing
• Written Communication Media
• Newsletter and Brochures Designs
• Verbal Communication Media

Verbal Communication Skills 

• The Two Parts of Speaking
• Causes for Nervousness
• Speaking Guidelines
• Importance of Preparation
• The PAMPERS Vocal Techniques
• Audience Attention and Interest
• Body Positioning

Press Conferences

• Arranging a Press Conference
• Definition of a Press Conference
• Reasons to Hold a Press Conference
• Before the Press Conference
• At the Press Conference
• After the Press Conference
• Building Good Relations with the Media