Public Relations and Media Skills: Master Class

OBJECTIVES
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
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

Methodology
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.

DATE:
1ST BATCH: 14th – 17th Jan, 2025
2ND BATCH: 13th – 16th May, 2025
3RD BATCH: 23rd – 26th Sept, 2025