Certified Public Relations Professional

Introduction

Who should attend!

Managers, supervisors and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal/external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this programme.

Objectives

– 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.
– Plan and execute a press conference.

Course Outline

Day 1

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.

Day 2

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.

Day 3

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.

Day 4

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.

Day 5

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.