Public Relations and Media Skills: Master Class

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

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

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

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

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

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

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

1ST BATCH: Tuesday, January 13, 2026 — Friday, January 16, 2026.

2ND BATCH: Tuesday, May 5, 2026 — Friday, May 8, 2026.

3RD BATCH: Tuesday, September 1, 2026 — Friday, September 4, 2026.

The training methodology integrates lectures, interactive discussions, collaborative group exercises, and
illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical
experience, emphasizing the application of learned techniques. This approach ensures that attendees return
to their professional environments equipped with both the competence and self-assurance to effectively
implement the acquired skills in their responsibilities.