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Training on Public Relations
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 in order 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 relations 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
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
