The British Academy of Training and Development provides this course to introduce trainees to the field of Public Relations and Communications Management in different types of groups, organizations and places.

The course helps trainees to develop their assessment and creativity skills, in order to enhance their understanding of professional practice using case studies and current situations as an important reference. The main stages of communication plans will be addressed in this course in details, which also examines the relationship between theory and effective application. Ethical issues and Risk issues will also be reviewed when practicing Public Relations.

This course focuses on how to develop public relations to become better business leaders, and take a more comprehensive approach that can be called "Reputation Management". The course will also focus on how to develop organizational, managerial and brand contacts so that a consistent value-based approach can be found that can be aligned with the brand strategy.

This course is provided by The British Academy for Training and Development for professionals working in Public Relations, Marketing, Media, Management personnel and any individuals who have an interest in these areas.

How will participants benefit from the course?

After completing the program, participants will master the following aspects:

• Analyzing and evaluating the role and practice of Public Relations Theory in the commercial and public sectors.
• Comparison of characteristics of key elements of public relations practice, including the role of public relations in addressing sustainability issues.
• Develop and apply problem solving skills, decision making and creativity skills in Public Relations activities.
• Develop basic Public Relations Plans to meet various corporate needs, taking into consideration the public cultural and social needs.
• Applying the principles and practices of Financial Management including costing and budgeting.
• Identify and analyze ethical issues and deal with risk issues related to public relations practices.

Course content:

• 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.