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Public Relations
Public Relations and Media Skills
Overview:
Introduction:
The Public Relations and Media Skills program is a comprehensive training initiative designed to equip individuals with the essential competencies needed to navigate the dynamic landscape of public relations and media relations through a combination of theoretical knowledge and practical exercises. The program aims to empower individuals with the skills and confidence necessary to succeed in various PR and media-related roles.
Program Objectives:
At the end of this program the participants will be able to:
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Analyze and assess the latest public relations concepts and strategies in a variety of contexts.
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Appraise certain public relations techniques and approaches appropriately geared to the working environment
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Practice key public relations skills relating to verbal and written communication, as well as editorial, layout, and production techniques.
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Improve their awareness of the main media skills in Public Relations.
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Apply the main media skills and promotional tools in PR
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Prepare, present and deliver effective oral messages in public
Targeted Audience:
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Public Relations Officers
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Managers and Supervisors in the areas of personnel, marketing, sales, training, and administration.
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Managers and employees involved in media activities will also benefit from this course.
Program Outlines:
Unit 1:
Public Relations Concepts:
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Criteria for successful PR.
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PR tools.
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Definition, roles and situations.
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Qualities for successful PR staff.
Unit 2:
Public Relations and Communication:
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Importance of Communication in PR.
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PR Officer's Role as Communicator.
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Models of Communication Process.
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Overcoming Communication Barriers.
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Significance of Body Language in PR.
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Essentials of Effective Writing and Design in PR Materials.
Unit 3:
Public Relations Responsibilities and the media:
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Corporate image identity and reputation.
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Benefits of an effective corporate image.
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Internal and external spheres.
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Forming a corporate image on the spheres.
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Media Types and Preparation: Understanding media and interview skills.
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Press Tactics: Conference strategies, crafting materials, and managing relations, including crisis communication.
Unit 4:
Enhancing PR Presentation and Writing Skills:
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Key characteristics of dynamic speakers.
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Importance of preparation and selecting a topic and its purpose.
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Analyzing the audience.
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Rehearsing the speech and dealing with public speaking anxiety.
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Verbal characteristics and eye contact.
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Editorial, Layout, and Production Techniques.
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Creating Communication Materials: Writing memos, reports, newsletters, and designing brochures effectively.
Unit 5:
The Public Relations Promotional Role:
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Decision-making process of consumers.
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Corporate community involvement.
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Marketing PR (MPR).
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PR role in marketing.
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Sponsorship and promotions.
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Organizing different exhibitions.