The British Academy for Training and Development presents this course (Media Skills for Public Relations) for all individuals wishing to develop their leadership capabilities of Corporate Media Departments and the most effective methods to perform their tasks.

Corporate Media Offices assume a significant and important responsibility in conveying good corporate image of the company or the products and services it provides. Strategic Communication is a comprehensive concept that includes many aspects such as Organizational Communication, and Awareness Campaigns. Strategic Communication will guide the organization for the best methods of PR Strategic practices. Therefore, the emergence of Strategic Communication Framework inside the establishment would set out the proper parameters of relationships with Internal and External Stakeholders.

Public relations have authority over corporate social responsibility through the Cases Management Function and responsibility for corporate reputation, which necessarily means helping to change organizations to achieve new sustainability agendas. Public relations contribute to the effectiveness of organizations by improving organizational relationships, facilitating public talks and discussion. This course offered by the British Academy for Training and Development helps students develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills.

• Directors and owners of public and private companies.
• PR Directors in companies and establishments.
• Communications Managers and PR professionals.
• Senior Management Officers and Key Administrative Personnel.
• Operation Managers and Project Managers.
• Corporate Board of Directors and Executive Directors.
• Professionals working in the fields of Media, Public Relations and Business.
• Officials working in governmental institutions and other related administrative establishments.

How participants will benefit from the course:

After completion of the Course program, trainees will be able to master the following:

• Studying Public Opinion through a wide range of topics.
• Proper determination of where public opinions or attitudes come from.
• The ability to conduct Comprehensive Surveys on the course related topics.
• Learning how to interpret the results of surveys and the best usage of such data and information, in order to manage crises, and to develop PR plans that lead to positive results.
• How to convert survey data, into understandable and self-explanatory information.
• Understanding the theoretical basis of Theories of Persuasion and their usage in public relations.
• Conduct proper Environmental Surveys by conducting research and related data to help identify and evaluate issues from a Risk Management perspective, develop solutions and assessment of campaigns or project conclusions.
• Analyzing the methods that generate, grow, and influence the various interests of society and related organizations. (Especially for the environmental and the consumer related issues)
• Apply a "Case Management" perspective on the most trending issues and crises in the media, assess the impact of Public Relations thereon, and develop intelligent solutions that are applicable by PR framework.
• Develop and implement a range of strategies to manage the PR with internal and external audiences (both supportive and hostile audience).

• History and evolution of Public Relations system.
• Theories and relevant principles in Public Relations, Communication and Social Sciences, as applied in the practice of Public Relations.
• Creativity, organization, problem solving, and decision-making.
• Research, Assessment and Evaluation of Public Relations
• Planning communication and delivering an effective message including spreading across social media.
• Ethics, risks, problems and crises.
• Characteristics of public relations practice in companies, government agencies, advisory sectors, and non-profit sectors.
• Explain the differences between advertising, integrated marketing communications, and Public Relations marketing.
• The growing role of Public Relations in the marketing process.
• Communication techniques in Marketing and Public Relations.
• Develop measurable goals, evaluate results in public relations campaigns, and integrate sustainability principles.
• Trademarks and public relations, including corporate brand, internal brand.
• Engaging Consumer Communities: Using Social Media in Marketing and Public Relations.
• Research, analysis and evaluation of public relations campaigns.