Public Relations and Media Skills

Introduction

Public Relations officers and other key personnel in the organization whose work involves contact and interaction with the internal/external public, particularly managers and supervisors in the areas of personnel, marketing, sales, training and administration. Managers and employees involved in media activities will also benefit from this program.

Objectives

• Analyze and assess the latest PR concepts and strategies in a variety of contexts.
• Appraise certain PR techniques and approaches appropriately geared to the working environment of Arab institutions.
• Practice key PR skills relating to verbal and written communication, as well as editorial, layout and production techniques.
• Apply the main media skills in PR.

Content

PR Concepts

• Definition, Roles and Situations
• Qualities for Successful PR Staff
• PR and Ethical Behavior

PR and Communication

• The PR Officer as Communicator
• Exchange of Messages
• Models of Communication Process
• Overcoming Communication Barriers
• Importance of Body Language in PR Activities

PR Responsibilities

• Corporate Image Identity and Reputation
• Public and Community Oriented Activities
• Civic and Social Activities

PR and the Media

• Relations with the Media
• Preparing Press Kits
• Preparing Press Releases
• Conducting Press Conferences
• Conducting Live or Taped Interviews
• Dealing with the Media
• Building Good Relationships with the Media
• How to Handle the Media During Crisis Situations

Presentation Skills and Delivering a Speech

• Planning the Speech
• Writing the Main Points of the Speech
• Rehearsing the Speech
• Presenting the Speech
• Dealing with Questions Asked at the End of Speeches

PR Written Skills

• Editorial, Layout and Production Techniques
• Writing Memos, Reports, Emails and Letters
• Preparing Colorful Newsletters
• Designing and Preparing Attractive Brochures

The PR Promotional Role

• PR Role in Marketing
• PR and Advertising
• Sponsorship and Promotions
• Organizing Different Exhibitions
• Effective Media Coverage