The British Academy for Training and Development offers a comprehensive Public Relations and Media Skills Training Course, to cultivate professionals with requisite skills in handling public perception, media engagement, and corporate communication strategies.

An intensive course that offers attendees with advanced knowledge and practical tools in public relations, media communications, and crisis management. It covers the creation of a good press release, media interview management, building strong media relations, using digital applications to maximise outreach, among others. Attendees will be provided with the confidence and capability to professionally represent their organisations, project and maintain a good image, and manage media inquiries competently.

Interaction and workshops, real-time case studies, role-plays, etc., will give the attendees technicalities of communicating, public speaking performance, and subtleties of media relations. Live interviews, key message development, and management of public scrutiny are guaranteed and will be addressed at all times.

Objectives:

After the end of the course, attendees will be able to:

Know the basic principles of public relations and its value/importance in organisations.Plan and implement media strategies successfully.Write appealing press releases and media materials.Develop positive working relationships with colleagues in the media and journalism.Conduct media interviews confidently and competently.Handle crisis communication, including reputation management in times of crisis.Utilise digital and social media enormously for public relations.Enhance presentation and public speaking skills during media activity.Appraise certain PR techniques and approaches appropriately in order to link them to the working environmentDemonstrate key PR skills relating to verbal and written communication as well as editorial, layout and production techniquesApply the main media skills in PRPrepare, present and deliver effective oral messages in publicUse their PR skills as promotional toolsWho Should Attend?

The course is designed for:

PR professionals and officers.Corporate communication managers.Marketing and brand managers.Spokespersons and representatives of companies.Senior management and executive positions that are required to engage with the public.Anyone who is involved in media relations or is looking to build a good public image for their organisation.How will attendees benefit?

After completing the course attendees will gain man benefits:

Improved Communication Confidence: Acquire skills and practice communicating confidently with the media, your stakeholders, and the public.Practical Interviewing Skills: Learn how to smoothly handle interviews, get your key messages across, and deal with tricky questions.Networking Opportunities: Develop and maintain important connections with journalists, influencers, and others who can help the organisation with its objectives.Preparedness for Crisis Management: Be prepared for fast and effective action in the event of a crisis, thereby ensuring your organisation's good name is protected.Impactful Messaging: Learn how to structure clear, persuasive, and targeted messaging designed to prompt the appropriate response from your audience.Digital Understanding: Learn how to use digital means and social media to enhance the effectiveness of your public relations activities and widen their reach.

• PR concepts

• Criteria for successful PR

• PR tools

• Definition, roles and situations

• Qualities for successful PR staff

• PR and communication skills

• Importance of communication in PR

• The PR officer as communicator

• Exchange of messages

• Models of communication process

• Overcoming communication barriers

• Importance of body language in PR activities

• Definition of effective writing

• Use of clear language

• Writing memos, letters

• Preparing colorful newsletters

• Designing and preparing attractive brochures

• PR responsibilities

• Corporate image identity and reputation

• Benefits of an effective corporate image

• Internal and external spheres

• Forming a corporate image on the spheres

• PR and the media

• Definition of media

• Types of media

• Recorded and live interviews

• Behavior during media interviews

• PR and the media: the tools

• Press conferences

• Preparing press kits

• Preparing press releases

• Dealing with the media

• Building good relations with the media

• Dealing with the press during times of crisis

• Presentation skills and delivering a speech

• Key characteristics of dynamic speakers

• Importance of preparation

• Selecting a topic and purpose

• Analyzing the audience

• Rehearsing the speech

• Public speaking anxiety

• Verbal characteristics and eye contact

• The PR promotional role

• Decision making process of consumers

• Corporate community involvement

• Marketing PR (MPR)

• PR role in marketing

• Sponsorship and promotions

• Organizing different exhibitions