This course, provided by the British Academy for Training and Development, considers the nature of Public Opinion, and focuses in the Political Upbringing elements, and media theories, in order to better understand how public opinion is actually formed, and how to communicate effectively with the public audience to improve and direct the public to convert those views into the required Public Perception.

The course will also discuss how to visualize and measure Public Opinion aspects, and how Public Opinion mainly influences the development of different policies, and the various available techniques to benefit from the concern topics of both public opinion and the media, to have a positive impact on PR outcomes.

The course also considers various issues and Crisis Management topics through a systematic public relations perspective, depending on the life cycle of many cases, Persuasion Theory, and external and internal focus on management of the best interests of both the environment and consumers. This course provides practical experience in problem definition, planning and strategic analysis. It also includes implementation techniques. The main focus of this course would involve current PR issues or crises at the local, national and international levels.

The British Academy for Training and Development provides this course for the following categories:

• Communications Managers and PR professionals.
• Senior Management Officers and Key Administrative Personnel.
• Operation Managers and Project Managers.
• Corporate Board of Directors and Executive Directors.
• Professionals working in the fields of Media, Public Relations and Business.
• Officials working in governmental institutions and other related administrative establishments.
• Senior Public Relations Managers, Communications Managers, Agency Account Managers, and Government Communications Managers are also recommended.
• People who are interested in managing public relations and institutional reputation.
• Brand managers and people interested in trademarks.
• Staff engaged in marketing and corporate communications.
• Communication staff in non-governmental organizations and the public sector.
• Persons involved in brand communications in the private sector.
• People involved in service industries such as hotels, banks and retail.
• Persons undergoing retraining or undergoing a transitional functional stage.
• Persons who are reclassifying or activating the company's brand.

How participants will benefit from the course:

After completion of the Course program, trainees will be able to master the following:

• Studying Public Opinion through a wide range of topics.
• Proper determination of where public opinions or attitudes come from.
• The ability to conduct Comprehensive Surveys on the course related topics.
• Learning how to interpret the results of surveys and the best usage of such data and information, in order to manage crises, and to develop PR plans that lead to positive results.
• How to convert survey data, into understandable and self-explanatory information.

• Understanding the various elements and aspects of Public Opinion.
• The significance of Public Opinion.
• Major pillars of Public Opinion, Public Relations and Media Strategies.
• Models and theories of Communication.
• Management and Best Practices of PR in the real world.
• Crisis and Risk Management.
• Communication Crisis.