Advanced Strategic Public Relations Management

05-07-2020 - 09-07-2020 3300 دبي


Course Introduction:


This advanced training course in PR Management has been designed to help delegates improve their strategic thinking when designing a PR campaign. The training provides them a comprehensive overview of the most effective Public Relations Management tactics that can make a difference in their organisations' branding, corporate communications and media relations.


Course Objectives:


Upon successful completion of this training series, participants will have learnt how to:

·         Lead and project manage a successful PR campaign

·         Apply the most up-to-date PR techniques, methodologies, tools

·         Identify and capitalise on PR opportunities,

·         Overcome the challenges and minimise risks

·         Maximise the Return on Investment (ROI)


Who Should Attend?


 This training course is designed for:

·         PR Directors

·         PR Managers

·         Marketing Directors

·         Marketing Managers

·         Company Directors

·         Those in PR in public sector, private sector and not-for-profit organisations

·         Those in PR at the national, regional and community level

·         Those working for international, global or supranational organisations

·         Advisors at Ministerial level in government departments

·         Advisors to Directors and top Managers in other organisations

·         Owners or account directors in public relations consultancies


Course Outline:


What you are promoting?

·         PR to promote organisation’s vision, mission and strategy

·         Benefits of products and services

·         Target messages for specific audiences, stakeholders and markets

·         Objective measures of success: KPIs

·         Return on Investment: ROI


Social media and multi-media

·         Understanding the scope, power and immediacy of these media

·         Monitoring what is said, where and by whom

·         Responding to negative feedback positively

·         Pro-actively participating in social and multi-media

·         Dos and don’ts


Five steps for a successful PR plan

·         Agree your objectives, set targets and quantify results

·         Appropriate channels, methods and mix

·         Maximise budget and resources

·         Recruit and manage your PR team: internal and external

·         Effective project management of the implementation


Media relations

·         What do you want from editors, journalists and their media?

·         What do they need from you?

·         Understand the pressures and deadlines they are under

·         Work together to build long-term durable relationships

·         Ten top tips for developing lasting relationships


Press conferences and interviews

·         Managing press conferences and dealing with journalists’ enquiries

·         Giving winning television interviews

·         Radio interviews with impact

·         Handle difficult questions on the telephone

·         Avoid the 5 most common mistakes


Planning a successful PR campaign

·         Agree strategic objectives globally, nationally, regionally, locally

·         Appropriate communication for each market, stakeholder and audience

·         Objectives measures of success and desired outcomes

·         Project management of implementation of plan

·         Anticipate and prevent problems


Advising and developing senior people

·         Advising politicians, senior civil servants, directors and managers

·         Give winning presentations

·         Public relations challenges as opportunities

·         Harnessing creative conflict into productive output

·         Budgeting and resource management


Building a reputation

·         Clarify the key elements which comprise reputation

·         Strategy to maintain a long-term reputation

·         Minimise threats to reputation

·         Defend reputation when under attack

·         Rebuild reputation after it has been undermined or discredited


Issues and crisis management

·         Anticipate sources of crises and mitigate risks

·         Appoint crisis leaders and teams and allocate resources

·         Create crisis plans for key eventualities

·         Practise crisis plans regularly

·         Case studies of impact on organisations of good and poor PR crisis management


Course Methodology:


A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation


Course Fees:


This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.


Course Timings:


Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session

بحسب مواضيع الدورات
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