Public Relations have been always communicated through the media to reach a large public audience, on the national or international levels, and still are. The emergence of social media in the 21st century has given the rise to another opportunity and a greater complexity for professionals in their quest to reach a large segment of masses and methods to develop strong relationships with Public Audience.

This course, provided by the British Academy for Training and Development, examines how public relations employees work with traditional media by sending important media messages to attract public attention. In addition to the role of social media in revolutionizing the process of communication, trainees will learn how to connect communities to the Internet, identify influencing people, create intellectual leadership, improve content for search engines, and measure the performance of social media alternatives.

Who Should Attend?

• Public relations employees.
• Marketers.
• Media and management employees.

Knowledge and Benefits:

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

• Describe the major features of the media and their relationship to the public relations profession.
• Plan and implement advertising activities in support of the organization's message and goals.
• Prepare policies related to media interviews and their spokespeople.
• Monitor and evaluate media coverage.
• Develop innovative public relations strategies using social media and social networking sites.
• Monitor social media sites, social networks, and communicate with local communities by responding to comments.

• Introduction to Media Communication
  • Types of media (print, radio, television, internet, and social media).
  • How media communication affects public opinion and the image of individuals or institutions.
• Developing the media message
  • How to identify and understand the audience.
  • Techniques for writing strong and engaging messages.
  • How to organize information clearly.
• Media communication tools
  • Press releases, how to write and send them.
  • Press conferences, preparation and presentation.
  • Blogs and articles, and how to write compelling media content.
• Dealing with the media
  • Tips for speaking in front of the camera or microphone.
  • Dealing with awkward or critical questions.
  • Strategies for managing media crises.
• Digital communication strategies
  • How to use platforms such as Facebook, Twitter, Instagram, and LinkedIn.
  • Managing digital reputation and building and protecting a positive image online.
  • Measuring the effectiveness of digital media campaigns and analyzing performance.
• Ethics and professional practices
  • Ethical principles in the media.
  • Laws governing publishing and media.
  • Avoiding the spread of misinformation.