Preparation and Qualification of a Public Relations Specialist

Introduction

This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management and directly contribute to the organization’s success by enhancing its reputation and improving its relationships. You will be shown how the fundamentals of PR are vital, and how significant they are to understand organizational reputation and relationships. A PR professional can often be in a challenging, difficult, and even confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win the confidence of management.

Objectives

By the end of the course, participants will be able to:

• List the functions of public relations in a changing environment
• Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
• Practice the key communication skills and techniques essential for performing their PR duties
• Implement their know-how to communicate effectively with the internal and external public of the organization
• Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
• Prepare and execute a press conference
• Examine the role of Communications/PR in the 21st Century Organisation
• Explore the range of communications techniques and tools available
• Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
• Learn how to write a clear PR/Communications brief 
• Plan communications activity to meet client need
• Learn how to develop an electronic PR/Communications Centre 
• Develop crisis media management techniques
• Develop media interview techniques
• Develop personal communications effectiveness

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practices. Participants will have the opportunity to share with the facilitator and other participants what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

Managers, supervisors, and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal or external public, particularly in the areas of personnel, marketing, sales, training, and administration will also benefit from this course.

Target Competencies

• Planning, organizing, and leading
• Controlling and evaluating
• Written communication
• Public speaking and media handling
• Building rapport
• Providing and receiving feedback

Course Outline

Day 1: The Complete PR and Communications Professional

• Introduction and welcome 
• Goal setting for the program
• The role of Communications and PR in the organization
• What does top management want? 
• Assessing your PR environment
• The range of media and channels 
• Personal goal‐setting for the program 

Day 2: A Problem Solving Approach

• Communications models: implications for practice 
• Psychological themes and construction in practice 
• A problem‐solving approach to PR
• Taking and interpreting communication briefs
• The art of influence and persuasion
• Listening and emotional intelligence 
• Organizational transparency and communications

Day 3: Getting Your Message Heard

• Choosing channels – matching media to tasks and stakeholders
• Planning brilliant campaigns
• Project management
• Risk management
• Time management
• Delivering business result
• Campaign evaluation

Day 4: Keep It Social

• The changed world of relationships in the age of social media networks
• Improving the power of communications in the organization
• Measuring communications effectiveness 
• Using measurement to improve performance 
• Crisis communication
• Reputational management 
• E‐reputational management

Day 5: Putting It All Together

• Planning your career and personal development 
• Impacting positively on your managers 
• Managing up and increasing your personal visibility 
• Networking and effectiveness
• Team working and your personal effectiveness
• Time management and work planning
• Summary and Conclusion