Certified Public Relations Professional

Why Attend

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, directly contributing to the organization’s success by enhancing its reputation and relationships.

You will be shown how the fundamentals of PR are vital and how significant they are to understanding organizational reputation and relationships. A PR professional can often be in a challenging, complex, and confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win management’s confidence.

Course Registration

Course Methodology The workshop is interactive and participatory and includes various learning tools to enable the participants to operate effectively and efficiently in a multifunctional environment. The course is based on presentations, role-playing and group exercises, experience sharing in roundtable discussions, team exercises, and group debriefing. Course 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 critical 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

Target Audience Managers, supervisors, and officers experienced in public relations. This course will also benefit key personnel whose work involves contact and interaction with the internal or external public, particularly in personnel, marketing, sales, training, and administration. Target Competencies

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

PR in a Changing Environment

The origin and development of PR
Definitions, scope, and objectives of PR
Guiding principles of PR professionals
PR campaigns
New roles and perspectives
The role of PR in building and supporting the image of the organization

The Functions of PR

Management principles
Planning and organizing the activities of PR
Leading and controlling PR projects
Ingredients of successful PR planning
Main qualities of PR professionals
PR position in the organization
Responsibilities of the PR professional

PR and Communication

Communicating with the internal and external public
Key components in communication
Diffusion and effects of communication
What makes effective communicators in PR
Communication functions
Overcoming barriers in communication
Nonverbal communication
The communication abilities of PR professionals
The role of PR professionals in dealing with the internal and external public
- Understanding and dealing with difficult personalities

Written and Verbal communication Skills

Importance of writing for PR
Fundamentals of writing
Written communication media
Newsletter and brochures designs
Verbal communication media
The two parts of speaking
Causes for nervousness
Speaking guidelines
Importance of preparation
The PAMPERS vocal techniques
Audience attention and interest
Body positioning

Press Conferences

Defining a press conference
Reasons to hold a press conference
Conducting a press conference
Preparing a media and press kit
Building good relations with the media
Principles of dealing with the press during a crisis

Certified Public Relations Professional

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Abu Dhabi