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Certified Specialist in Public Relations

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Certified Specialist in Public Relations


  • Interactive training techniques and educational tools are used in this course to enable participants to work effectively and efficiently in a multi-stakeholder environment.
  • The training methodology includes role-playing exercises, group exercises, knowledge sharing, roundtable discussions, team exercises, and activities.

Course Objectives:

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

  • Describe the functions of public relations in a changing environment.
  • Plan and organize public relations programs by understanding the key tasks associated with the profession.
  • Practice core communication skills to perform public relations responsibilities.
  • Effectively apply communication principles with internal and external audiences.
  • Identify the role of public relations in supporting the image and reputation of an organization.
  • Plan and execute press conferences.

Target Audience:

  • Managers, supervisors, and employees in the field of public relations.
  • Senior staff members whose responsibilities involve communication and interaction with both internal and external audiences.
  • Supervisors in the areas of employee affairs, marketing, sales, training, and management.

Training Program Content:

Public Relations in a Changing Environment:

  • Origins and evolution of public relations.
  • Definition, scope, and objectives of public relations.
  • Principles of dealing with public relations specialists.
  • Public relations campaigns.
  • Roles of public relations and new perspectives.
  • The role of public relations in building and supporting the image and reputation of an organization.

Functions of Public Relations:

  • Administrative principles.
  • Planning and organizing public relations activities.
  • Leading and monitoring public relations projects.
  • Elements of successful public relations planning.
  • Essential qualities of public relations specialists.
  • Function of public relations in an organization.
  • Responsibilities of public relations specialists.

Public Relations and Communication:

  • Communication with internal and external audiences.
  • Key elements of communication.
  • Effects of broadcasting and publishing.
  • Enhancing communication effectiveness in public relations.
  • Communication functions.
  • Overcoming communication barriers.
  • Non-verbal communication.
  • Communication skills of public relations specialists.
  • Role of public relations specialists in dealing with internal and external audiences.
  • Understanding difficult personalities and dealing with them.
  • Written and verbal communication skills.
  • Importance of writing in public relations.
  • Basics of writing.
  • Written communication channels.
  • Newsletter and brochure designs.
  • Verbal communication channels.
  • Verbal communication sections.
  • Causes of tension.
  • Speaking guidelines.
  • Importance of preparation.
  • “PAMPERS” guidelines for impactful speaking.
  • Capturing the audience’s attention and interest.
  • Body language.

Press Conferences:

  • Definition of a press conference.
  • Reasons for holding a press conference.
  • How to prepare and conduct a press conference.
  • How to prepare a press release.
  • Building good relationships with the media.
  • Principles of dealing with the media in times of crisis.

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Certified Specialist in Public Relations

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