02-09-2024 - 06-09-2024	3300	أبوظبي

Course Introduction:

A compact course on Public Relations (PR) for beginners as well as those who are in communication roles who would like to have a quick overview of PR and its roles and functions.

Course Objectives:

To provide an insight into PR and to equip participants with a sound understanding of the principles and basic techniques of PR for day-to-day operations and in a crisis.

Who Should Attend?

Anyone who is interested in learning more about PR, and who is keen to pick up the basics.

Course Outline:

Introduction to Public Relations (PR) and Principles

· Definition of PR and its key principles

· The role of PR in an organization

· How to leverage on effective PR when reaching out to stakeholders and other ‘publics’

· PR conventions and terms

· The importance of corporate image and role of PR in developing and sustaining that image

Publicity and promotions to benefit an organization

· Types of publicity – positive and negative

· How publicity and promotions contribute to an organization’s corporate image

Negative publicity that is detrimental to an organization

· How to anticipate and respond to negative publicity

What is a crisis?

· Types of crisis

· How corporate image and brands are affected by a crisis

· How to employ PR effectively when a crisis strikes an organization

Crisis Communication

· Communication objectives and key messages in a crisis

· How to employ PR proactively in crisis and issues management

· Tools of the trade in crisis communication

Online crisis communications

· How online media has evolved as a key player in crises today

· How to utilize online media effectively in a crisis

Salvaging a reputation after a crisis

· How PR can be used to restore an organization’s reputation after a crisis

Introduction to encounters with the Media/Interview Techniques

· Understanding the different types of media (mainstream and online)

· How the media operates

· Media terms and conventions

· How to engage the different media to reach out effectively to key audiences

· How to handle the different types of media interviews

Introduction to Events Management

· Types of events

· Planning and strategies involved

Group work/practical session: Public Relations Campaign

· This will be the finale to the three-day course. Participants will develop and present a PR Campaign based on a scenario provided to demonstrate the principles, key concepts and techniques that have been covered in the course