This is a capacity and competency building program, developed specially for key PR personnel to develop further in their roles. Participants will be equipped with all the tools and techniques they need to become a better manager in this work area and to be able to bring the best out of their team using the skills and knowledge provided in this program. The managers will also be able to ensure improved overall results in the organization for a successful tomorrow.

This training program has been planned out keeping in mind both the traditional and up to the minute trends and requirements of the given field. This makes the course an ideal learning opportunity for all of its participants. Please make a note that a custom proposal can also be acquired, if you have different training requirements for your team.


Who is it for?

This course is for:

Managers, officers and supervisors experience in public relations, and other key personnel whose work involves contact and interaction with the internal/external public, mainly in the areas of:

  • Personnel
  • Marketing
  • Sales
  • Training
  • Administration


Course Objectives

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

  • Describe the functions of Public Relations (PR) in a changing environment
  • Practice the key communication skills and techniques essential for performing their PR duties
  • Recognize how to communicate effectively with the internal and external publics of the organization
  • Identify the role of a PR professional in supporting the image and reputation of the organization


Course Outline

PR in a Changing Environment

  • The Origin and Development of PR
  • Definitions, Scope and Objectives
  • New Roles and Perspectives
  • The Role of PR in Building and Supporting the Image of the Organization

The Functions of PR

  • Planning and Organizing the Activities of PR
  • Ingredients of Successful PR Planning
  • Main Qualities of PR Professionals
  • PR Position in the Organization

PR and Communication

  • Communicating with the Internal and External Public
  • Overcoming Barriers in Communication
  • Non-Verbal Communication
  • The Communication Abilities for PR Professionals

The Role of PR Professionals in Dealing with the Internal and External Public

  • Understanding Difficult Personalities
  • Dealing with Difficult Personalities

Verbal Communication Skills

  • Kinds of Verbal Communication
  • How to Prepare for a Presentation/Speech
  • Rehearsing Your Presentation/Speech
  • Verbal and Non-Verbal Skills while Presenting

Written Communication Skills

  • Types of Written Communication
  • Effective Writing Skills: Memos, Letters and Emails
  • Writing and Producing Newsletters
  • Designing and Producing Brochures
  • Preparing Articles for Magazines

Press Conferences

  • Why Conduct a Press Conference?
  • How to Conduct a Press Conference
  • How to Prepare a Press Release
  • Dealing with Questions During a Press Conference
  • Preparing and Circulating the Press Clippings

Course Curriculum

No curriculum found !

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  • 10 Days