This course, provided by the British Academy for Training and Development, 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 to professionals working in the fields of Media, Public Relations and Business, as well as officials working in governmental institutions and other related administrative establishments.

How will trainees benefit from the course?

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

• Understanding the theoretical basis of Theories of Persuasion and their usage in public relations
• Conduct proper Environmental Surveys by conducting research and related data to help identify and evaluate issues from a Risk Management perspective, develop solutions and assessment of campaigns or project conclusions.
• Analyzing the methods that generate, grow, and influence the various interests of society and related organizations. (Especially for the environmental and the consumer related issues)
• Apply a "Case Management" perspective on the most trending issues and crises in the media, assess the impact of Public Relations thereon, and develop intelligent solutions that are applicable by PR framework.
• Develop and implement a range of strategies to manage the PR with internal and external audiences (both supportive and hostile audience) in order to understand and apply media relation methods, to consider the role of Journalism, and maintain professional relationships in management of issues and crises.

• Environmental Surveying methods, to identify issues, evaluate data sources and ensure information credibility.
• Rights and responsibilities in terms of confidentiality and information freedom; and research and monitoring strategies.
• Analyzing case studies of relevant PR issues at the local, national and international levels, including the propagation of public issues, how organizations respond to them, as well as evaluating current issues in conjunction with strategies for development of relationships and consultation with the community.
• Crisis Management, including the best practices of Strategic Management Tools such as SWOT analysis.
• Case Management, the elements and stages thereof: Identification, Analysis, Planning, Operation and Evaluation.
• The role of PR for Crisis Management team.
• The role of journalists, and the requirements of effective media relations.