The British Academy for Training and Development highlights the importance of public relations in connecting institutions with the external public. Public relations serves as a bridge for effective communication between organizations and their audiences, fostering strong relationships for mutual benefit. It plays an administrative role, conveying an organization's message to the outside world, while continuously building networks for collaboration. The field of public relations works objectively to achieve shared interests without bias, ensuring everyone benefits equally. Public relations also holds a vital position in organizational structures, relying on strategic planning led by specialists. It is guided by ethical principles, constantly aiming to earn public trust and maintain credibility.

Who Should Attend?

• People working in the media, public relations, administration, government, and related administrative sectors.
• Managers of institutions and companies.
• Businessmen who want to develop their skills in media management.
• Broadcasters and news program presenters.
• Anyone who wants to develop his expertise to work in the field of managing public relations departments.

Knowledge and Benefits:

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

• Acquiring significant skills and experience in the field of public relations management in institutions and organizations.
• Gain skill in dealing with VIPs.
• Acquiring the skills of a successful broadcaster, methods of communication, and the art of dealing with audiences.
• Identify the main communications systems in the developed and developing worlds.
• Discuss issues and theories related to indigenous communications and other intercultural communications.
• Analysis of major trends in global communication and shared culture, including globalization, environmental protection and cross-border communications.
• Develop important awareness about changing trends in global communications.
• Generating ideas and synthesizing research findings into important articles related to global issues.

• Public relations and its origins.
• The importance of public relations in the management of companies and institutions.
• Manage and plan effective critical relationships campaigns.
• Arts of dealing with audiences.
• Arts of dealing with high-ranking figures.
• The art of organizing ceremonies and celebrations.
• New global concepts and transformations and their reflection on public relations practices and behaviors.
• Public relations as an integrated system.
• Public relations communications techniques.
• Achieving administrative development through public relations officials.
• The role of public relations officials in rationalizing the management of organizational conflicts.
• Effective negotiation skills.
• Mechanisms for improving the regulatory environment.
• Introduction to modern media and the development of its concept.
• Media and creating mental image.
• News values and the media industry.
• Media and society.
• A detailed study of the political, economic, and cultural determinants of the major American, European, and Asian communications systems.