Certified Specialist in Public Relations
Methodology:
- 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.