The British Academy of Training and Development provides this course (The Modern Role of Leadership in PR Sector) to introduce trainees to the field of Public Relations and Communications Management in different types of groups, organizations and places.

The course helps trainees to develop their assessment and creativity skills, in order to enhance their understanding of professional practice using case studies and current situations as an important reference. The main stages of communication plans will be addressed in this course in details, which also examines the relationship between theory and effective application. Ethical issues and Risk issues will also be reviewed when practicing Public Relations.

This course offered by the British Academy for Training and Development helps trainees develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills. 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.

This course is provided by The British Academy for Training and Development for professionals working in Public Relations, Marketing, Media, Management personnel and any individuals who have an interest in these areas.

How will participants benefit from the course?

After completing the program, participants will master the following aspects:

• Analyzing and evaluating the role and practice of Public Relations Theory in the commercial and public sectors.
• Comparison of characteristics of key elements of public relations practice, including the role of public relations in addressing sustainability issues.
• Applying the principles and practices of Financial Management including costing and budgeting.
• Develop and apply problem solving skills, decision making and creativity skills in Public Relations activities.
• Develop basic Public Relations Plans to meet various corporate needs, taking into consideration the public cultural and social needs.
• Identify and analyze ethical issues and deal with risk issues related to public relations practices.

• 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.