Course Objectives
By the end of the course, participants will be able to:
Prepare and execute a press conference
List the functions of public relations in a changing environment
Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
Practice the critical communication skills and techniques essential for performing their PR duties
Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
Implement their know-how to communicate effectively with the internal and external public of the organization
Course outline
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 in a Changing Environment
The origin and development of PR
Definitions, scope, and 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
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
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
Nonverbal communication
The communication abilities of PR professionals
The role of PR professionals in dealing with the internal and external public
Understanding and dealing with difficult personalities
Written and Verbal communication Skills
Importance of writing for PR
Fundamentals of writing
Written communication media
Newsletter and brochures designs
Verbal communication media
The two parts of speaking
Causes for nervousness
Speaking guidelines
Importance of preparation
The PAMPERS vocal techniques
Audience attention and interest
Body positioning
Target Competencies
Written communication
Planning, organizing and leading
Controlling and evaluating
Providing and receiving feedback
Public speaking and media handling
Building rapport
Target Audience
Managers, supervisors, and officers experienced in public relations. This course will also benefit key personnel whose work involves contact and interaction with the internal or external public, particularly in personnel, marketing, sales, training, and administration.
