Course Objectives
Certified Public Relations Professional
Course Methodology
The workshop is designed to be interactive and participatory, and includes various learning tools to enable the participants to operate effectively and efficiently in a multifunctional environment. The course is based on presentations, role playing and group exercises, experience sharing in roundtable discussions, as well as team exercises and group debriefs.
Course Objectives
By the end of the course, participants will be able to:
List the functions of public relations in a changing environment
Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
Practice the key communication skills and techniques essential for performing their PR duties
Implement their know-how to communicate effectively with the internal and external public of the organization
Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
Prepare and execute a press conference
Target Audience
Managers, supervisors and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal or external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this course.
Target Competencies
Planning, organizing and leading
Controlling and evaluating
Written communication
Public speaking and media handling
Building rapport
Providing and receiving feedback
Course Outline
PR in a changing environment
The origin and development of PR
Definitions of PR
Scope of PR
Objectives of PR
Guiding principles of PR professionals
PR campaigns
New roles and perspectives
The role of PR in building and supporting the image of the organization
The functions of PR
Management principles
Planning and organizing the activities of PR
Leading and controlling PR projects
Ingredients of successful PR planning
Main qualities of PR professionals
PR position in the organization
Responsibilities of the PR professional
PR and communication
Communicating with the internal and external public
Key components in communication
Diffusion and effects of communication
What makes effective communicators in PR
Communication functions
Overcoming barriers in communication
Non verbal 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
Writing for the eye and ear
Fundamentals of writing
Written communication media
Preparing a press release
Writing and producing newsletters
Designing and producing brochures
Preparing articles for magazines
Oral communication skills
Kinds of verbal communication
How to prepare for a presentation or a speech
Rehearsing your presentation or speech
Verbal and non verbal skills while presenting
Press conferences
Defining a press conference
Reasons to hold a press conference
Conducting a press conference
Preparing a media and press kit
Building good relations with the media
Principles of dealing with the press during a crisis