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Public Relations Campaigns: From Planning to Execution

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Public Relations Campaigns: From Planning to Execution


  • Interactive training using various methods and tools to enable efficient participant interaction in diverse environments.
  • Divided into four educational foundations: theoretical concepts (lectures and presentations), role-playing (group exercises), sharing experiences (group discussions), and addressing real problems and issues.

Course Objectives:

Participants will be able to:

  • Define concepts related to public relations and differentiate between public relations practices and advertising.
  • Develop and implement a public relations plan.
  • Identify the contributions of public relations campaigns to strategic management.
  • Manage crises using public relations channels.
  • Highlight the importance of corporate image.
  • Measure the effectiveness of public relations.

Target Audience:

This training course targets public relations department employees and all professionals responsible for enhancing the positive image of their institutions.

Program Content:

  1. Overview of public relations concepts.
  2. Public Relations: Definitions and concepts.
  3. Stakeholders in public relations.
  4. Key elements of public relations.
  5. Main differences between public relations and advertising.

Developing and Implementing a Public Relations Plan:

  • Definition and needs of a public relations plan.
  • Characteristics of a public relations plan.
  • Environmental analysis: “SWOT” (Strengths, Weaknesses, Opportunities, Threats).
  • Target audience.
  • Objectives.
  • Core messages: simple and descriptive.
  • Strategy (approach and methodologies to achieve objectives).
  • Developing plans (deadlines and costs).
  • Timeline and responsibilities.

Contributions of Public Relations Campaigns to Strategic Management:

  • Public relations and strategic management.
  • Following a strategic approach.
  • What public relations can achieve.
  • Environmental scanning.
  • Internal and external environments.
  • Administrative issues.

Using Public Relations Channels in Disaster Management:

  • Definition and identification of disasters.
  • Reminders when disasters occur.
  • Stages of a disaster.
  • Disclosure principle.
  • Two-way communication principle.
  • Relationship principle.
  • Accountability principle.

Importance of Corporate Image:

  • Public opinion (attitudes, opinions, and actions).
  • Shaping a corporate image.
  • Variables of corporate image management.
  • Reputation and corporate image management.
  • From identity to reputation.
  • Relationship management.
  • Measuring the effectiveness of public relations.


  • Purpose of evaluation (outputs and outcomes).
  • Evaluation process and objectives.
  • Comparing objectives with results.
  • Metrics (production, exposure).
  • Limitations of traditional measurement methods.
  • Measurement techniques.

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Public Relations Campaigns: From Planning to Execution

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