This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management, and directly contribute to the organization’s success by enhancing its reputation and improving its relationships. You will be shown how the fundamentals of PR are vital, and how significant they are to understand organizational reputation and relationships. A PR professional can often be in a challenging, difficult and even confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win the confidence of management.
Managers, supervisors and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal or external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this course.
PR in a changing environment
The origin and development of PR
Definitions of PR
Scope of PR
Objectives of PR
Guiding principles of PR professionals
PR campaigns
New roles and perspectives
The role of PR in building and supporting the image of the organization
The functions of PR
Management principles
Planning and organizing the activities of PR
Leading and controlling PR projects
Ingredients of successful PR planning
Main qualities of PR professionals
PR position in the organization
Responsibilities of the PR professional
PR and communication
Communicating with the internal and external public
Key components in communication
Diffusion and effects of communication
What makes effective communicators in PR
Communication functions
Overcoming barriers in communication
Non verbal communication
The communication abilities for PR professionals
The role of PR professionals in dealing with the internal and external public
Understanding difficult personalities
Dealing with difficult personalities
Oral communication skills
Kinds of verbal communication
How to prepare for a presentation or a speech
Rehearsing your presentation or speech
Verbal and non verbal skills while presenting
Written communication skills
Writing for the eye and ear
Fundamentals of writing
Written communication media
Preparing a press release
Writing and producing newsletters
Designing and producing brochures
Preparing articles for magazines
Press conferences
Defining a press conference
Reasons to hold a press conference
Conducting a press conference
Preparing a media and press kit
Building good relations with the media
Principles of dealing with the press during a crisis