The British Academy for Training and Development offers the course International Principles of Public Relations and Protocol, designed for anyone wishing to acquire strong skills in managing international media, understanding public relations practices, and mastering protocol and event management.

Public relations is defined as directing public opinion toward a specific product through electronic or non-electronic projects, or by presenting a product to a targeted audience and working to build a positive image around it. Public relations can also be defined as the mechanism that connects institutions with their internal and external audiences. The effectiveness of this mechanism has increased as a result of technological advancements, the rise of monitoring and social media platforms, and constant global changes.
With growing public demands and the increasing need for credible information, the role of public relations has become more vital, despite the limited number of agencies able to fully meet public needs. Public relations functions by communicating the activities and services provided by companies or institutions to the public and fulfilling the audience’s need for relevant information.

Who Should Attend?

• Managers of institutions and companies.
• Businessmen who want to develop their skills in managing ceremonies and events.
• Anyone who wants to develop their experience to work in the field of media management.
• Anyone who finds in himself the need for this course and wants to develop his skills and experiences.

Knowledge and Benefits:

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

• The nature and importance of public relations in light of new international challenges.
• A detailed presentation of the most important external sources in general that can be resorted to carry out international public relations work.
• How to deal with global crises and disasters.
• Practicing the rules of protocol, ceremonies and etiquette locally and internationally.
• Benefiting from the potential of information for international relations business services.
• Acquiring great skills in the field of ceremonies and events management.
• The ability to deal with VIPs.

• Overview of Public Relations and Protocol

  • Definition of public relations in a global context

  • The role of protocol in international relations and diplomacy

  • Differences between local and international public relations and protocol practices

• Essentials of Public Relations

  • Core functions: media relations, crisis management, stakeholder communication

  • Relationship between public relations and Corporate Social Responsibility (CSR)

  • Ethical standards and global best practices in public relations

• The Role of Protocol in International Relations

  • Importance of protocol in international events and diplomacy

  • Differences between formal and administrative protocol

  • Understanding cultural and social protocols around the world

• Cross-Cultural Communication in Public Relations

  • Importance of understanding cultural differences in global campaigns

  • Adapting media messages for multicultural audiences

  • Overcoming language barriers and misunderstandings

• Cultural Sensitivity and Ethical Considerations

  • Respecting local customs and traditions in media practices

  • Impact of cultural sensitivity on reputation and international relations

  • Managing cultural misunderstandings diplomatically

• International Public Relations Strategies

  • Developing strategies for multinational audiences

  • Collaborating with international media

  • Leveraging technology in global public relations

• Diplomatic Protocol and Its Applications

  • Understanding diplomatic formality and etiquette

  • Managing visits by foreign officials

  • The role of embassies and consulates in protocol arrangements

• Organizing International Events and Ceremonies

  • Steps for planning international events

  • Hosting etiquette, participation protocols, and speaking at international conferences

  • Seating arrangements, introductions, and gift-giving practices

• Crisis Management and Emergency Planning in Protocol

  • Handling protocol errors diplomatically

  • Maintaining composure in critical situations

  • Preparing contingency plans for unexpected changes or crises

• Media Relations and International Social Media Management

  • Building relationships with international media

  • Managing event and crisis coverage

  • The role of social media in global public relations

• Managing International Crises Through Public Relations

  • Preparing communication strategies for global crises

  • The role of international media in shaping public opinion

  • Understanding the influence of public opinion and media during crises

• Digital Etiquette and Protocol

  • Managing digital interactions with international parties

  • Applying protocol principles in digital environments

  • Handling diplomatic challenges online

• Global Trends and Challenges in Public Relations and Protocol

  • Key global trends influencing the field

  • New challenges in international communication

  • Evolution of digital media in international relations

• Strategic Planning for International Public Relations Campaigns

  • Steps for building a global media strategy

  • Integrating culture and protocol into communication plans

  • Evaluating the effectiveness and outcomes of international campaigns

• The Future of International Public Relations and Protocol

  • Impact of modern technologies on public relations

  • Evolution of protocol in a changing world

  • Future directions in diplomatic communication