Overview
Public relations is the practice of conveying messages to the public with the intention of changing the public's actions by influencing their opinions.

Increasingly, companies are turning more and more to building links with their various target groups and to demonstrating good citizenship, so that they are regarded in a better light by their customers, suppliers and industry regulators.

Through interactive practical exercises, group discussions and presentations, delegates will gain an appreciation of where PR should fit into an organisation, what it can (and cannot) achieve, and will have an understanding of the audiences and techniques used.

The course starts with an examination of what public relations is and how it differs from marketing and advertising. Delegates then go on to look at the audiences and different types of media, and match these up to specific types of PR activity, covering both internal and external communications.

Special attention is paid to the writing of press releases, looking at the constraints under which journalists work and how best to target messages at the media for maximum impact.

The course will also look at some of the problems and opportunities inherent in feature writing and placement, online communications, trade shows and broadcast interviews.

Objectives:
By the end of the programme, delegates will be able to:

• Understand and assess the latest PR concepts and strategies in a variety of contexts
• Appraise certain PR techniques and approaches appropriately geared to the working environment of the Middle East
• Practise key PR skills relating to verbal and written communications, as well as editorial, layout and production techniques
• Practise key communications skills and techniques which are essential for performing their PR duties
• Put together an effective press release with a clear understanding of how to maximise resultant media coverage
• Demonstrate a better understanding of how to communicate effectively with internal and external publics of the organisation
• Play an active role in supporting the image and reputation of the organisation

Aimed at:
PR officers, account executives and key personnel in the organisation whose work involves contact and interaction with the internal and external public, particularly managers and supervisors in the areas of personnel, marketing, sales, training and administration.

2 Day Course:

1. What Is PR
2. PR Planning
3. Dealing With The Media
4. Writing Effective Press Releases
5. Feature writing and placement
6. Marketing Communications
7. Trade Shows
8. Broadcast Interviews
9. Internal Communications
10. Community Relations