Innovation and Excellence in Public Relations

Overview:

Introduction:

You should ensure public relations on its commitment to all diplomatic principles to help them Gain all parties associated with the institution because of the various activities of public relations.

The institution represents the fundamental pillar in building its strategic relationship system, and to be.
PR does not care about the immediate results it achieves as a result of its day-to-day interaction
Their attention towards adaptation and harmony Walt link between the institution and all of their audiences no matter how varied, For this, they need to possess dozens of skills in order to represent the institution in all directions and policies and trends in the best possible image.
Since the public relations function of the institution is to build a reputation, it represents the entity that can be considered as the Ministry of Foreign Affairs of the institution that is keen to represent them honorably.

In all circles with which relations and interests are associated, public relations diplomacy is a science existing relationships between the institution and other parties associated with it are keen to coordinate all, your organization's external relations.

Course Objectives:

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

• Determine the role of public relations in achieving the objectives of the institution.
• Describe contemporary public relations functions in a changing environment.
• Creative planning for public relations programs.
• Innovation and excellence in the processes of contemporary public relations organization.
• The application of modern strategies for public relations in order to develop institutional performance.
• The application of methods and strategies to build and improve the mental image of the institution.
• Excellence in how to manage and avoid crises.
• Gain mass communication skills.

Targeted Audience:

• Communication Specialists
• Public Relations Personnel
• Also, anyone who will ever need to influence others, either socially or commercially, and managers who want to add high-level communications and influencing skills to their portfolios

Course Outlines:

Unit 1: The Contemporary Concept of Public Relations and its Role in Modern Institutions:

• The emergence and evolution of public relations.
• Definitions of public relations.
• Definition of the scope of public relations.
• Public relations objectives.
• The main dimensions of contemporary organizations.
• The administrative and professional concept of public relations.
• New jobs for Public Relations.

Unit 2: Public Relations in a Changing Environment:

• Guidelines for Public Relations Professionals.
• Public relations campaigns.
• The roles of public relations and new perspectives.
• The role of public relations in building and supporting the image and reputation of the institution.

Unit 3: Organizational Aspects of The Organs of Public Relations:

• Strategies and shapes that can be taken by the activity of public relations.

Unit 4: Factors Affecting Public Relations Management Strategies:

• The organizational structure strategy of the PR department.
• Objectives and functions of public relations.

Unit 5: Innovation And Excellence in PR Processes:

• Methods of identifying public relations problems.
• Methodology for developing strategies and operational programs.
• Methods of implementing the public relations program, evaluating the program, and measuring the results.
• How to choose topics and define public relations programs.

Unit 6: Behavioral Aspects in Public Relations Activities:

• The importance of behavioral aspects of the masses and their impact on communication policy analysis.
• The individual and determinants of his behavior.
• Strategy to change the attitudes and behavior of the masses of the institution.

Unit 7: The Role of Public Relations in Crisis Management:

• The concept of the crisis and its characteristics and types in contemporary organizations.
• Factors Affecting in Crisis Management.
• Crisis management stages.
• Global tactics in crisis management

Unit 8: Effective Communication Strategies With Employees:

• Programs to raise morale and human relations with workers.
• Knowledge of what information workers require.
• Knowledge strategy of the organization with staff.
• Strategy to seek acceptance of employees and focus on direct contact.
• A strategy to ensure that the activities offered by the entity are available.
• The strategy of stimulating employees and satisfying their psychological and social needs.

Unit 9: The Role of Public Relations in Building and Improving The Mental Image of The Institution:

• Management of mental image.

Unit 10: Measurement of Mental Image:

• Change the mental image.
• Protect the mental image during crises.