The British Academy for Training and Development presents this course (Dynamics of Effective Public Relations and Media Functions) for all individuals wishing to develop their leadership capabilities of Corporate Media Departments and the most effective methods to perform their tasks.

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.

Public relations have authority over corporate social responsibility through the Cases Management Function and responsibility for corporate reputation, which necessarily means helping to change organizations to achieve new sustainability agendas. Public relations contribute to the effectiveness of organizations by improving organizational relationships, facilitating public talks and discussion. This course offered by the British Academy for Training and Development helps students develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills.

This course in Planning and Management of Media Establishments is provided by The British Academy for Training and Development for the following audience:

• Directors of TV Stations and News Agencies.
• Directors of Editorial Departments.
• Professions in charge of preparing and collecting information for TV Broadcasts.
• TV Broadcast Editors, and Program Directors.
• All staff working in the field of presenting and preparing TV Broadcasts.
• Students of Media Departments in various Universities.
• Government spokespersons.

How will trainees benefit from the Course?

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

• Training in the Management of Media Institutions.
• Gaining advanced experience in preparation of Project Plans of Media Institutions.
• Gaining experience in TV Programs Edition, Directing, and Broadcasting.

• 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.
• Explain the differences between advertising, integrated marketing communications, and Public Relations marketing.
• The growing role of Public Relations in the marketing process.
• Communication techniques in Marketing and Public Relations.
• Develop measurable goals, evaluate results in public relations campaigns, and integrate sustainability principles.
• Trademarks and public relations, including corporate brand, internal brand.
• Engaging Consumer Communities: Using Social Media in Marketing and Public Relations.
• Research, analysis and evaluation of public relations campaigns.