Introduction:

The Essential Skills for Public Relations Practitioners program is a comprehensive training program designed to equip professionals with the fundamental skills needed in the field of public relations. It covers essential topics. Through hands-on exercises and practical case studies, participants develop a strong foundation to excel in various aspects of PR practice.

Program Objectives:

At the end of this program the participants will be able to:

Carry out the functions of public relations in a dynamic environment.
Design and coordinate PR programs.
Exercise the key communication skills that are essentials to carrying their PR duties effectively.
Apply their know-how while dealing with internal and external publics.
Understand the role of a PR professional in supporting the public image and organizational reputation.
Enhance their verbal and non-verbal communication skills.
Plan and execute a press conference.

Targeted Audience:

PR Managers and Supervisors.
PR Junior and Senior Practitioners
Other key personnel whose work involves contact and interaction with both internal and external publics.

Program Outlines:

Unit 1:

PR in a Changing Context:

The rise and development of PR.
What is PR.
The Scope of PR work.
Setting PR Goals.
Guiding policies of PR Practitioners.
PR campaigns & Programs.
PR New purposes and aspects.
Building and Supporting the Public image.

Unit 2:

Functions of PR:

PR principles.
The Planning and Execution of PR Programs.
Elements of successful planning.
Main qualities of PR Practitioners.
PR status in the organization.
Duties of PR Practitioners.

Unit 3:

Communication Skills:

Defining internal and external public.
Essential components in communication.
The Distribution and impacts of communication.
Creating powerful communication.
Communication purposes.
Overcoming obstacles to effective communication.
Non-verbal communication.
Understanding challenging audience.
Handling difficult characters.

Unit 4:

Communication Skills:

Written communication.
Fundamentals of writing.
Writing for the media.
Creating an effective press release.
Preparing newsletters.
Sketching and creating brochures.
Preparing Written pieces for journals.
Oral communication.
Types of verbal communication.
Preparing a speech.
Practicing your speech.
Non-verbal Communication.

Unit 5:

Press Conferences:

What is a press conference?
Why holding a press conference.
Handling a press conference.
Preparing the media kit.
Establishing good media relations.
Dealing with Media While handling a crisis.