Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is about sending the right message to the right people creating a stronger brand reputation.

This training on public relations course is aimed at equipping the participants with the knowledge and skills to influence, engage and build a relationship with key stakeholders across numerous platforms to shape and frame the public perception of an individual or organization.

Target Participants 

Training on public relations is suitable for professionals working in international companies, political campaigns, social programs, personal development, outreach projects or any other professionals who want to enhance their public relations skills.

Course Duration

Online     7 Days

Classroom-based     5 Days

Course Objectives

By the end of this training the participants will be able to: 

• Knowledgeably understand the origins, purpose, and methods of effective public relations
• Conduct related research and prepare a comprehensive public relation plan.
• Plan and execute effective public relations campaigns.
• Develop an effective brand and reputation management of their organization or for their clients.
• Acquire an in-depth knowledge of the key aspects of strategic crisis management.
• Gain capacity in strategic communication with key stakeholders and to positively influence the decision-making process of an organization or a client.
• Apply ethical principles to effective public relations practice.

Course Outline

Introduction to Public Relations

• Understanding Public Relations terms and concepts
• Models of Public Relations
• Elements of Public Relations
• Foundation principles of Public Relations
• Evolution of Public Relations

Public Relations Components

• Essential components of Public Relations
• Tools of Public Relations
• Strategic development in Public Relations
• Target audience
• Media strategy

Public Relations Planning

• Defining goals and objectives
• Understanding your audience
• Understanding your competition
• Developing a team
• Organizing activities
• Establishing a working strategy

Key Target Audiences

• Identifying and prioritizing stakeholders
• Market research for Public Relations
• Developing messages for diverse demographics
• Transcultural communication.

Public Relations Campaigns

• Introduction to campaigns
• Theories of campaigns
• Campaign design, research and implementation
• Developing and evaluation frameworks for campaigns

Press Releases

• Understanding press release
• The core principles of press release
• The structure and format of press release
• News, language and color
• Distributing and pitching press release

Media Relations

• Understanding media relations
• Media and report research
• Message strategy and development
• Media list development
• Public Relations writing practice
• Case analysis
• Media plan development

Strategic Communication

• Understanding communication strategies
• Principles of strategic communication
• Ethics of strategic communication
• Developing a communication strategy
• Digital communication strategy

Crisis Management

• Introduction to crisis management
• Establishing a crisis management team
• Crisis action prevention
• Crisis management damage control models
• Emergency response plans
• Business continuity management systems

Reputation Management

• Understanding reputation management
• Reputation analysis
• Strategic reputation management
• Corporate and digital reputation
• Reputation authenticity and ethics

Ethical Issues in Public Relations

• Understanding ethical codes of conduct in Public Relations
• Models for ethical behavior
• Ethical theories in Public Relations
• Workplace ethics and the Law
• Public perception and client relations

Training Approach

Our training on public relations is delivered by seasoned trainers who have vast experience as public relation experts. The course is taught through a mix of practical activities, theory, group works and case studies.

Training manuals and additional reference materials are provided to the participants.

Certification

Upon successful completion of this training on public relations course, participants will be issued with a certificate.

Tailor-Made Course

We can also do this as tailor-made course to meet organization-wide training needs. A training needs assessment will be done on the training participants to collect data on the existing skills, knowledge gaps, training expectations and tailor-made needs.