The British Academy for Training and Development offers this training program in “Modern Management of Public Relations, Ceremonies, and Protocol”, aimed at providing participants with a comprehensive understanding of contemporary practices in managing institutional image, organizing official relations, and effective professional communication.

In an era of rapid information flow and increasing importance of first impressions, public relations has become an indispensable strategic tool for institutions seeking excellence and sustainability. Ceremonies are no longer mere formalities; they reflect the institution’s identity and values and contribute to establishing its position locally and internationally.

This program enables professionals to acquire the skills needed to handle formal contexts, interact intelligently with media, and apply protocols appropriately for each situation, becoming a distinguished representative for their institution and a leader in corporate communication.

Who Should Attend?

• Institution and company directors.
• Public relations managers.
• Public relations staff.
• Protocol and ceremonial managers.
• Media professionals.
• Anyone interested in the art of dealing with others.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand and apply the principles and rules of protocol and etiquette in public relations.
• Acquire knowledge of modern practices in public relations.
• Master the basic skills required for effective communication and media relations.
• Learn the contemporary rules for successful public relations planning and managing VIP interactions.
• Practice the essential principles of etiquette, protocol, and formalities.
• Handle various situations requiring knowledge of formal protocols and etiquette.
• Plan public relations activities and measure responses and impacts.
• Learn the fundamentals of welcoming and bidding farewell to visitors during official and non-official events.
• Recognize the importance of behavioral skills in greeting, introductions, and social courtesies.

• Definition of Public Relations, Protocol, and Etiquette

  • The difference between public relations, protocol, and etiquette.
  • The role of public relations in enhancing an institution's image.
  • The importance of protocols in official events.

• Public Relations Fundamentals

  • Building an effective public relations strategy.
  • Media communication: Dealing with the media.
  • Using social media platforms in public relations.

• Protocol and Etiquette Essentials

  • Basic principles of protocol and etiquette in official events.
  • Dealing with public figures and official delegations.
  • Prioritization and sequencing in protocol and etiquette.

• Institutional and Media Communication

  • How to draft press releases and announcements.
  • Handling media relations and crises.
  • Building positive relationships with the press and journalists.

• Planning and Organizing Media Events

  • Organizing press conferences and media events.
  • Defining key messages and targeting the right audience.
  • Coordination between teams to ensure the success of media events.

• International Protocol Rules

  • Protocol in official visits and international relations.
  • Distinguishing between local and international protocols.
  • Dealing with official visitors according to established rules.

• Managing Official Events

  • Planning and organizing major events (conferences, parties, seminars).
  • Determining logistical arrangements and coordinating between teams.
  • Managing politically or diplomatically sensitive events.

• Dealing with VIPs

  • Respecting protocols for VIPs.
  • How to introduce guests and pay attention to details.
  • Proper communication with official figures and providing appropriate reception.

• Effective Communication Skills

  • Methods to improve verbal and written communication.
  • Building trust with both internal and external audiences.
  • Strategies for managing media crises.

• Handling Difficult Situations in Official Events

  • How to deal with unexpected situations.
  • Managing conflicts and resolving issues during official events.
  • Maintaining composure when dealing with difficult scenarios.

• Using Modern Media in Protocol

  • The impact of social media in organizing events.
  • Managing media coverage during official events.
  • Coordinating digital activities to document protocols and etiquette.