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 Public Relations and Media Skills X358 QR Code
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Public Relations and Media Skills



Public Relations professionals should be prepared to use their skills to present a positive image of their company at all times. They must be prepared to respond quickly to any crisis that may arise. By putting the right effort into building a solid reputation during good times your business will be able to withstand the negative press if a crisis were to arise. Participants in this course will understand their role as PR professionals, acquire verbal and written communication techniques, and get the ability to evaluate crises and deal with the media while promoting the reputation of the organization.

Course Objectives:

At the end of this course 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 in PR
  • Prepare, present and deliver effective oral messages in public
  • Use their PR skills as promotional tools

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.

Course 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
  • The PR officer as a communicator
  • Exchange of messages
  • Models of the communication process
  • Overcoming communication barriers
  • Importance of body language in PR activities
  • Definition of effective writing
  • Use of clear language
  • Writing memos, letters
  • Preparing colorful newsletters
  • Designing and preparing attractive brochures

Unit 3: Public Relations Responsibilities:

  • Corporate image identity and reputation
  • Benefits of an effective corporate image
  • Internal and external spheres
  • Forming a corporate image on the spheres

Unit 4: Public Relations and the Media:

  • Definition of media
  • Types of media
  • Recorded and live interviews
  • Behavior during media interviews
  • PR and the media: the tools
  • Press conferences
  • Preparing press kits
  • Preparing press releases
  • Dealing with the media
  • Building good relations with the media
  • Dealing with the press during times of crisis

Unit 5: Presentation Skills and Techniques in Public Relations:

  • Key characteristics of dynamic speakers
  • Importance of preparation
  • Selecting a topic and purpose
  • Analyzing the audience
  • Rehearsing the speech
  • Public speaking anxiety
  • Verbal characteristics and eye contact

Unit 6: Public Relations Written Skills:

  • Editorial, Layout and Production Techniques
  • Writing Memos and Reports
  • Preparing Newsletters
  • Designing and Preparing Brochures

Unit 7: 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

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