Course in Modern Management in Public Relations and Event Organization


In business, there are events like annual general meetings, exhibitions, marketing campaigns, conferences, product launches and brand development activities which are now undoubtedly indispensable. Events such as fashion shows, cultural programs, talent hunt shows, roadshows and religious gatherings are gaining momentum because we live in a multicultural ecosystem. Event management is a multi-faceted activity, encompassing creativity, meticulous planning, relationship management, advertising, marketing and more, all rolled into one seamlessly designed process.

In this context, public relations occupies a prominent position in modern administrative systems in order to assure them of roles directly related to the image of the institution with the public and customers, and due to the sensitivity and complexity of this function, public and private institutions work on choosing their employees carefully according to pre-defined conditions and then provide them with specialized training in the field of relations public, ceremonies, and the organization of events and events, in order to give their institutions a bright face among their customers and guests. 

Objectives and target group

 Who should attend? 

  • Managers and public relations employees in government agencies, departments and organizations.
  • Organizers of events and activities.
  • Managers of ceremonies.
  • Corporate Communications Officers.
  • Public relations and media consultants.
  • Officials of companies that organize conferences and exhibitions. 

How attendees will benefit? 

After completion of the course, delegates will be able to: 

  • Basic information and concepts on modern public relations practices.
  • Explore the different types of public relations and events and consider their impact on the company's reputation and identity.
  • Necessary information in communication arts and related media skills.
  • Practicing on tools for measuring trends and various public relations activities.
  • Modern rules in the success of the public relations plan and the art of dealing with VIPs.
  • To practice the basic principles of etiquette, etiquette and ceremonies.
  • How to deal with various situations that require familiarity with the rules of formal transactions and ceremonies.
  • Steps for planning public relations activity and measuring reaction and influence.
  • Knowing and practicing the rules and principles of ceremonies and protocols and their applications in the field of public relations.
  • The rules for receiving and bidding farewell to visitors on official and unofficial occasions.
  • Knowledge of the concept, importance and types of conferences, exhibitions and seminars.
  • Acquiring the skills of communication methods and the art of dealing with the masses.
  • Applying the rules and principles of ceremonies and protocol.
  • The latest methods and methods of advertising, promotional campaigns and marketing.
  • Modern methods and techniques in diplomatic work.
  • Examination of communication theory and its link to public relations and event management.
  • Evaluate the value of NLP as a modern communication tool.
  • Possession of excellent positive body language and interpersonal skills will enhance the strategy in a better way.
  • Exploiting marketing tools such as advertising, public relations and other strategies such as integrated marketing communication.
  • How to market their brands and have knowledge of pre and post activities relevant to a particular task being successfully executed in terms of PR and events.
  • Enhance management skills such as the ability to manage time and effort, lead work teams, and manage crises. 

Course Content

  • Public relations:
    • The comprehensive concept of public relations.
    • The importance and objectives of public relations.
    • Characteristics, features and foundations of public relations.
    • Concept, definition and types of mental image.
    • The role of public relations in making the identity of the organization.
    • The role of public relations in forming mental image.
    • Media functions affecting building the mental image of organizations or institutions.
    • Psychological and social characteristics of the target audience.
    • Content analysis methods as a tool for studying and improving the mental image.
    • The importance of public relations management in preparing media programs and campaigns.
    • Strategies for managing public relations.
    • Conditions for the success of public relations programs in accordance with the requirements of total quality.
    • Advanced methods in evaluating and evaluating public relations programs.
    • Creative skills to achieve administrative excellence in public relations.
    • International relations and foreign diplomacy.
    • Ethical and legal aspects of international relations and foreign diplomacy.
  • Effective Marketing Skills:
    • The emergence and future of relationship marketing: how to communicate with customers and enrich their experience.
    • Social marketing mechanisms in the identity industry and building the mental image of the organization.
    • Methods of planning social marketing campaigns for the identity and mental image of the institution.
    • The importance of public relations management in preparing media and promotional programs and campaigns.
    • The increasing role of public relations in the marketing process.
    • Types of marketing plans.
    • E-marketing and promotion through various media.
    • Communication techniques in marketing and public relations.
    • Use of social media in marketing
    • Managing advertising campaigns for products.
    • Executing and presenting marketing offers that encourage customer attraction.
  • Organizing and managing events and activities:
    • The concept of events and their types.
    • Basic rules for holding events and activities.
    • Obstacles to organizing events and activities.
    • Challenges and threats that lead to failure of the events.
    • Factors that help and contribute to the success and distinction of the event.
    • Conditions to be met at the venue of the event.
    • Forming a leadership team.
    • Specifications and qualifications of team members.
    • Managing work teams in international events and conferences.
    • Forming the events organizing committees and their tasks.
    • The organizational structure of the events organizing committees.
    • Communication and art of speech in accordance with the rules of protocol and etiquette.
    • Initiating and planning the event.
    • Organizing events from announcement to registration to implementation to conclusion.
    • The concept of ceremonies, their history, and their internal and international nature.
    • Arrangements for appointments and general interviews.
    • Managing crowds at large conferences.
    • The art of managing meetings.
    • Media coverage and documentation of events.
    • Obtaining the results of the event.
    • Monitoring and performance evaluation.
  • Rules of Etiquette and Protocol:
    • Historical introduction to etiquette and protocol.
    • Concept of etiquette and protocol
    • The difference between protocol and etiquette.
    • The importance of the protocol at work.
    • Etiquette for formal occasions.
    • The art of dealing with the masses.
    • Dealing with difficult personalities.
    • The concept of ceremonies and protocols.
    • Management of ceremonies and protocols.
    • Types of communication and art of speech in accordance with the rules of protocol and etiquette.
    • Methods of dealing with VIPs.
    • The protocol of the official invitation card (size, colour, content, language used, method of transmission, method of appeal or apology).
    • The protocol for preparing a visit program for VIPs.
    • Protocol and organization of meetings and press conferences for VIPs.
    • Diplomatic protocol, ceremonies and etiquette.
    • The art of courtesy and upscale dealings.
    • Presentation skills, handshakes, acquaintance and presentation of personal cards.
    • Speaking and recitation skills.
    • Speaking and listening etiquette and acquiring good listening skills.
    • The art of using body language.
    • Etiquette and dress code.
    • VIP etiquette.
    • Precedence rules.
    • Protocol of official visits.
    • Etiquette of social visits.
    • The gift (reception, presentation and selection of the gift).
    • Official invitations.
    • The etiquette of respecting deadlines.
    • Flag protocol.
    • Etiquette for elevators and escalators
    • Etiquette of attending banquets and official parties.
    • Official table etiquette applications.
    • Etiquette for receiving and bidding farewell to visitors on formal and informal occasions.
    • Behavioural skills with regard to the etiquette of greeting and acquaintance and the etiquette of courtesies.

Course Date







Course Cost

Note / Price varies according to the selected city

Members NO. : 1
£2610 / Member

Members NO. : 2 - 3
£2088 / Member

Members NO. : + 3
£1696.5 / Member

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