Target Audience

This course is designed for: This course is aimed at employees of public relations departments and all professionals responsible for promoting a positive image of their organizations.

Course Outline

Day 1: Overview of public relations concepts:

• Public Relations: Definitions and Concepts
• Public relations stakeholders
• The elements of public relations
• Key differences between PR and advertising

Day 2: Develop and implement a public relations plan:

• Public Relations Plan: Definition and Needs
• Characteristics of the PR plan
• Situational analysis: “SWOT” (strengths, weaknesses, opportunities and threats)
• Purpose (what are we striving to achieve?)
• Objectives (what should be done?)
• the main messages: simple and descriptive <
• Strategy (methods and methodologies for achieving objectives)
• Making plans (deadlines and cost)
• Time frame and responsibilities

Day 3: Contributions of public relations and strategic management campaigns:

• Public Relations and Strategic Management
• following a Strategic methodology
• What can PR achieve?
• Scan surroundings
• Indoor environment and external environment
• Administrative issues

Day 4 : Use of public relations media in disaster management:

• Definition and identification of disasters
• Remember the rules when disasters strike
• Stages of the disaster
• Disclosure principle
• The principle of symmetrical communication
• The principle of relationships
• Principle of accountability

Day 5 :The importance of the institutional image:

• Public opinion (attitudes, opinions and actions)
• Forming an institutional image
• Organizational image management variables
• Reputation and Corporate Image Management
• From identity to reputation
• Relationship Management
• Measuring the effectiveness of public relations:
• Purpose of evaluation (outputs and outcomes)
• Evaluation (process and objectives)
• Compare goals with results
• Metrics (production, exposure)
• Weaknesses of the traditional style
• Measurement techniques.