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Public Relation (PR)Public Relations Essentials

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  • United Arab EmiratesDubai
  • 22 - 26 May 2023
  • 20 CPD hours
  • $4,900.00
  • Overview
  • Course Outline
  • Scheduled Dates

Course Overview

 A well-designed public relations programme can improve your organisation’s image, reputation and business success. This course will equip you with the skills needed to promote your company's successes and mitigate any issues or problems, ensuring positive internal and external perceptions of your company's brand and performance. 

This comprehensive course provides delegates with a solid understanding of the role of PR in supporting their business and covers all the key areas including evaluation and selection of appropriate media channels, crafting clear and engaging messages, handling and building good relations with the press and media, adapting messages for different audiences and measuring the success of PR activity. 


At the end of this interactive training programme, you will be able to:

  • Understand the ways in which media has an important role in the publicity and image of the business
  • Know how ineffective public relations can lead to bad publicity and a negative public image of the business
  • Understand how effective communication with the media can benefit the business
  • Write a press release and be able to launch an effective PR campaign
  • Know how to talk to different people in different ways depending on what is needed from who
  • Position Your Organization in the Marketplace. 
  • Say Exactly What Editors Want to Hear to Maximize Media "Pickups". 
  • Use PR to Support Planning. 
  • Use Public Relations as a "Crisis-Solver". 
  • Measure the Success of Your PR Efforts. 
  • Target Prospects and Adapt Your Message. 
  • Build a Network of Valuable Media Contacts. 
  • Integrate Low-Cost PR Strategies into Your Efforts.
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Course Outline

Module 1 - Public Relations in a Changing Environment

  • Definitions, Scope and Objectives 
  • New Roles and Perspectives
  • The Role of Public Relations in Building the Image of the Organization
  • The Functions of Planning, Organizing and Controlling in Public Relations
  • The Diverse Publics of Public Relations 
  • Public Relations as a Powerful Marketing Tool 
  • Characteristics of a sucessful Public Relations Professional 

Module 2 - Public Relations and Communication

  • Communication Media
  • Evaluating and Selecting the Most Appropriate Channel; Press, Broadcast media, Social Media...
  • Building Good Relations with the Media
  • Purposes of a Press Release  
  • The Press Kit

Module 3 - Public Relations Writing Skills

  • Fundamentals of Public Relations Writing
  • Keys to Readability
  • News Writing—The Inverted Pyramid
  • Press Release Format 
  • Press Release Style 
  • Press Release Content
  • Why Editors Don’t Use Some Press Releases 
  • Fact Sheet and Backgrounder 
  • Translating and Editing Statements, Articles, and Management Circulars

Module 4 - Adapting your message for different audiences and situations

  • Target Prospects and Adapt Your Message 
  • Conducting a Press Conference
  • Interviews
  • Public Relations as a "Crisis-Solver"
  • Internal Communications - Employee Relations 
  • Government Relations
  • Community Relations
  • Consumer Relations 
  • Financial and Investor Relations
  • Industry Analysts
  • Industry Groups

Module 5 - Ensure your PR efforts pay off

  • Measure the Success of Your PR Efforts
  • Build a Network of Valuable Media Contacts
  • Integrate Low-Cost PR Strategies into Your Efforts
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Schedule & Fees


Get the most out of group training with our special discount! Register 3 of your participants together on the same course and only pay for 2.

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Frequently Asked Questions

How can training courses be used as a company benefit?

Training is hugely beneficial to both yourself and your company. It enables you to employ new technologies, increases your productivity and enables you to be more autonomous. Have a look here at our infographic on the importance of training and development!

How often do you update your course content to ensure relevancy?

Our course content is constantly reviewed and updated to ensure we stay up to date with all the latest trends. After every course is completed we review the feedback and improve the material where necessary.

Do you keep your classroom environment and instructional methodologies current with today’s real-world workplace?

Yes, we focus our training on ‘real-world’ scenarios and our trainers are all highly experienced and skilled in their relevant fields.

Are your courses eligible for professional certification?

Yes, we offer certification with all our courses, every course is entitled to CPD (Continuous Professional Development) hours which you can put towards your professional portfolio.

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Public Relations Essentials

  • United Arab EmiratesDubai
  • 22 - 26 May 2023
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  • United Arab EmiratesDubai
  • 22 - 26 May 2023
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