Training Course: Certified Public Relations Professional

Introduction

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.

Objectives of Certified Public Relations Professional

• 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.

Certified Public Relations Professional Outlines

Day1
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

Day 2
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

Day 3
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

Day 4
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

Day 5
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