A general course in the technique of establishing and maintaining public relations. Activities span a variety of media to influence public opinion and manage an organization's reputation.

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

• Explain the importance of organizational image.
• Create and implement a PR plan.
• Manage a crisis using PR means.
• List contributions of PR campaigns to strategic management.
• Measure PR effectiveness.
• 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.
• Behave correctly in both business and social situations.
• Interact effectively with different types of guests.
• Play the role of the ideal host at various functions.
• Organize and manage events such as business luncheons and formal dinners.
• Meet and greet important guests, clients and customers in a proper manner.
• Deal successfully with the media.
• Understand the strategic value of Service Level Agreements (SLAs) and their role in the internal and external supply chain
• Learn how to implement an SLA project and explore the key performance indicators (KPIs) required in service measurement

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

PR Recap

• What is PR
• Public RR
• The Many Components of PR
• Key Difference between PR and Advertising

Public Relations Plan

• Situation Analysis (S.W.O.T.)
• Target Audience(s)
• Goals (What Do We Hope to Accomplish?)
• Objectives (What Needs to be Done?)
• Key Messages
• Strategy
• Tactics
• Timeline

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

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

SLA Basics SLA definition

• SLA purposes
• SLA types
• Levels of SLA
• SLA vs. contract
• SLA format
• SLA management tasks
• SLA management process
• SLA management tools
• Roles & responsibilities of SLA management
• SLA in a PBA context.
• Performance-based Acquisition Definition of performance-based Acquisition
• Why Use Performance-Based Acquisition?

Contributions of PR Campaigns to Strategic Management

• Environmental Scanning
• Issues Management
• Crisis Management
• Relationship Management
• Reputation Management

Crisis Management Using PR Means

• Defining and Identifying a Crisis
• Remembering the Rules in a Crisis
• Phases of a Crisis
• The Disclosure Principle
• The Symmetrical Communication Principle
• The Relationship Principle
• The Accountability Principle

Importance of Organizational Image

• Public Opinion
• Image and Reputation Management
• From Identity to Reputation
• Relationship Management

Measuring PR Effectiveness

• Output
• Outcome
• Matching Objectives and Results
• Management By Objectives (MBO)
• Public Opinions and Surveys
• Audits

Definitions of Etiquette and Protocol

• The Importance of Etiquette in Business
• The Importance of Protocol in Business
• Applying the Right Behavior in Different Situations
• Creating the Right Image for your Organization
• Image Building and Image Management

Guest Relations

• Gaining Guests’ Respect
• Understanding Human Relations
• Proper Greetings and Introductions
• Professional Hand-Shaking
• Giving Business Cards in a Proper Way
• People’s Names (Pronunciation and Remembering)

The Ideal Host

• Key Qualities of the Ideal Host
• Dealing with Different Types of Guests
• Handling Difficult Personalities
• Dealing with Guests’ Complaints
• Handling Guests’ Complaints in a Timely Manner
• Perception and Business Relations

Managing Events and Behavior

• The Business Meal
• Table Manners at Business Lunches and Business Dinners
• Setting of the Room and Table
• Mistakes to Avoid at Business Events
• Meeting Guests at Airports

Proper Communication Etiquette

• Phone Etiquette
• Meeting Etiquette
• Email Etiquette

Handling the Media

• Dealing with Questions
• Handling Confidential Information
• Effective Public Relations

A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session