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Public Relations
The Essential Skills for Public Relations Practitioners
Overview:
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:
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Carry out the functions of public relations in a dynamic environment.
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Design and coordinate PR programs.
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Exercise the key communication skills that are essentials to carrying their PR duties effectively.
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Apply their know-how while dealing with internal and external publics.
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Understand the role of a PR professional in supporting the public image and organizational reputation.
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Enhance their verbal and non-verbal communication skills.
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Plan and execute a press conference.
Targeted Audience:
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PR Managers and Supervisors.
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PR Junior and Senior Practitioners
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Other key personnel whose work involves contact and interaction with both internal and external publics.
Program Outlines:
Unit 1:
PR in a Changing Context:
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The rise and development of PR.
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What is PR.
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The Scope of PR work.
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Setting PR Goals.
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Guiding policies of PR Practitioners.
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PR campaigns & Programs.
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PR New purposes and aspects.
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Building and Supporting the Public image.
Unit 2:
Functions of PR:
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PR principles.
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The Planning and Execution of PR Programs.
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Elements of successful planning.
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Main qualities of PR Practitioners.
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PR status in the organization.
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Duties of PR Practitioners.
Unit 3:
Communication Skills:
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Defining internal and external public.
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Essential components in communication.
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The Distribution and impacts of communication.
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Creating powerful communication.
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Communication purposes.
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Overcoming obstacles to effective communication.
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Non-verbal communication.
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Understanding challenging audience.
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Handling difficult characters.
Unit 4:
Communication Skills:
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Written communication.
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Fundamentals of writing.
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Writing for the media.
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Creating an effective press release.
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Preparing newsletters.
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Sketching and creating brochures.
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Preparing Written pieces for journals.
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Oral communication.
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Types of verbal communication.
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Preparing a speech.
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Practicing your speech.
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Non-verbal Communication.
Unit 5:
Press Conferences:
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What is a press conference?
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Why holding a press conference.
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Handling a press conference.
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Preparing the media kit.
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Establishing good media relations.
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Dealing with Media While handling a crisis.