Introduction to Public Relations & Mass Communication


Course Introduction:


A compact course on Public Relations (PR) for beginners as well as those who are in communication roles who would like to have a quick overview of PR and its roles and functions.


Course Objectives:



To provide an insight into PR and to equip participants with a sound understanding of the principles and basic techniques of PR for day-to-day operations and in a crisis.


Who Should Attend?


Anyone who is interested in learning more about PR, and who is keen to pick up the basics.


Course Outline:


 Introduction to Public Relations (PR) and Principles

·         Definition of PR and its key principles

·         The role of PR in an organization

·         How to leverage on effective PR when reaching out to stakeholders and other ‘publics’

·         PR conventions and terms

·         The importance of corporate image and role of PR in developing and sustaining that image


Publicity and promotions to benefit an organization

·         Types of publicity – positive and negative

·         How publicity and promotions contribute to an organization’s corporate image


Negative publicity that is detrimental to an organization

·         How to anticipate and respond to negative publicity


What is a crisis?

·         Types of crisis

·         How corporate image and brands are affected by a crisis

·         How to employ PR effectively when a crisis strikes an organization


Crisis Communication

·         Communication objectives and key messages in a crisis

·         How to employ PR proactively in crisis and issues management 

·         Tools of the trade in crisis communication


Online crisis communications

·         How online media has evolved as a key player in crises today

·         How to utilize online media effectively in a crisis


Salvaging a reputation after a crisis

·         How PR can be used to restore an organization’s reputation after a crisis


Introduction to encounters with the Media/Interview Techniques

·         Understanding the different types of media (mainstream and online)

·         How the media operates

·         Media terms and conventions

·         How to engage the different media to reach out effectively to key audiences

·         How to handle the different types of media interviews


Introduction to Events Management

·         Types of events

·         Planning and strategies involved


Group work/practical session: Public Relations Campaign

·         This will be the finale to the three-day course.  Participants will develop and present a PR Campaign based on a scenario provided to demonstrate the principles, key concepts and techniques that have been covered in the course


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

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