Overview:

Introduction:

The Essential Skills for Public Relations Practitioners program is a comprehensive training program designed to equip professionals with the fundamental skills needed in the field of public relations. It covers essential topics. Through hands-on exercises and practical case studies, participants develop a strong foundation to excel in various aspects of PR practice.

Program Objectives:

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

• Carry out the functions of public relations in a dynamic environment.
• Design and coordinate PR programs.
• Exercise the key communication skills that are essentials to carrying their PR duties effectively.
• Apply their know-how while dealing with internal and external publics.
• Understand the role of a PR professional in supporting the public image and organizational reputation.
• Enhance their verbal and non-verbal communication skills.
• Plan and execute a press conference.

Targeted Audience:

• PR Managers and Supervisors.
• PR Junior and Senior Practitioners
• Other key personnel whose work involves contact and interaction with both internal and external publics.

Program Outlines:

Unit 1:

PR in a Changing Context:

• The rise and development of PR.
• What is PR.
• The Scope of PR work.
• Setting PR Goals.
• Guiding policies of PR Practitioners.
• PR campaigns & Programs.
• PR New purposes and aspects.
• Building and Supporting the Public image.

Unit 2:

 Functions of PR:

• PR principles.
• The Planning and Execution of PR Programs.
• Elements of successful planning.
• Main qualities of PR Practitioners.
• PR status in the organization.
• Duties of PR Practitioners.

Unit 3:

Communication Skills:

• Defining internal and external public.
• Essential components in communication.
• The Distribution and impacts of communication.
• Creating powerful communication.
• Communication purposes.
• Overcoming obstacles to effective communication.
• Non-verbal communication.
• Understanding challenging audience.
• Handling difficult characters.

Unit 4:

Communication Skills:

• Written communication.
• Fundamentals of writing.
• Writing for the media.
• Creating an effective press release.
• Preparing newsletters.
• Sketching and creating brochures.
• Preparing Written pieces for journals.
• Oral communication.
• Types of verbal communication.
• Preparing a speech.
• Practicing your speech.
• Non-verbal Communication.

Unit 5:

Press Conferences:

• What is a press conference?
• Why holding a press conference.
• Handling a press conference.
• Preparing the media kit.
• Establishing good media relations.
• Dealing with Media While handling a crisis.