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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:

  • 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.

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