Public Relations and Media Skills

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

• Analyze and assess the latest PR concepts and strategies in a variety of contexts
• Appraise certain PR techniques and approaches appropriately in order to link them to the working environment
• Demonstrate key PR skills relating to verbal and written communication as well as editorial, layout and production techniques
• Apply the main media skills in PR
• Prepare, present and deliver effective oral messages in public
• Use their PR skills as promotional tools

COURSE CONTENT:

PR concepts

• • Criteria for successful PR
  • PR tools
  • Definition, roles and situations
  • Qualities for successful PR staff

PR and communication skills

• • Importance of communication in PR
  • The PR officer as communicator
  • Exchange of messages
  • Models of communication process
  • Overcoming communication barriers
  • Importance of body language in PR activities
  • Definition of effective writing
  • Use of clear language
  • Writing memos, letters
  • Preparing colorful newsletters
  • Designing and preparing attractive brochures

PR responsibilities

• • Corporate image identity and reputation
  • Benefits of an effective corporate image
  • Internal and external spheres
  • Forming a corporate image on the spheres

PR and the media

• • Definition of media
  • Types of media
  • Recorded and live interviews
  • Behavior during media interviews
  • PR and the media: the tools
  • Press conferences
  • Preparing press kits
  • Preparing press releases
  • Dealing with the media
  • Building good relations with the media
  • Dealing with the press during times of crisis

Presentation skills and delivering a speech

• • Key characteristics of dynamic speakers
  • Importance of preparation
  • Selecting a topic and purpose
  • Analyzing the audience
  • Rehearsing the speech
  • Public speaking anxiety
  • Verbal characteristics and eye contact

The PR promotional role

• • Decision making process of consumers
  • Corporate community involvement
  • Marketing PR (MPR)
  • PR role in marketing
  • Sponsorship and promotions
  • Organizing different exhibitions

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.