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:

• Analyze and assess the latest public relations concepts and strategies in a variety of contexts.

• Appraise certain public relations techniques and approaches appropriately geared to the working environment

• Practice key public relations skills relating to verbal and written communication, as well as editorial, layout, and production techniques.

• Improve their awareness of the main media skills in Public Relations.

• Apply the main media skills and promotional tools in PR

• Prepare, present and deliver effective oral messages in public

Targeted Audience:

• Public Relations Officers

• Managers and Supervisors in the areas of personnel, marketing, sales, training, and administration.

• Managers and employees involved in media activities will also benefit from this course.

Program Outlines:

Unit 1:

Public Relations Concepts:

• Criteria for successful PR.

• PR tools.

• Definition, roles and situations.

• Qualities for successful PR staff.

Unit 2:

Public Relations and Communication:

• Importance of Communication in PR.

• PR Officer's Role as Communicator.

• Models of Communication Process.

• Overcoming Communication Barriers.

• Significance of Body Language in PR.

• Essentials of Effective Writing and Design in PR Materials.

Unit 3:

Public Relations Responsibilities and the media:

• Corporate image identity and reputation.

• Benefits of an effective corporate image.

• Internal and external spheres.

• Forming a corporate image on the spheres.

• Media Types and Preparation: Understanding media and interview skills.

• Press Tactics: Conference strategies, crafting materials, and managing relations, including crisis communication.

Unit 4:

Enhancing PR Presentation and Writing Skills:

• Key characteristics of dynamic speakers.

• Importance of preparation and selecting a topic and its purpose.

• Analyzing the audience.

• Rehearsing the speech and dealing with public speaking anxiety.

• Verbal characteristics and eye contact.

• Editorial, Layout, and Production Techniques.

• Creating Communication Materials: Writing memos, reports, newsletters, and designing brochures effectively.

Unit 5:

The Public Relations Promotional Role:

• Decision-making process of consumers.

• Corporate community involvement.

• Marketing PR (MPR).

• PR role in marketing.

• Sponsorship and promotions.

• Organizing different exhibitions.