Advanced Public Relations and Media Management

INTRODUCTION

Exceptional skills in Advanced Public Relations and Media Management lie at the core of business performance. Today's communication landscape, enriched with modern methods, tools, and channels, accelerates the speed at which information is disseminated, transcending geographical boundaries.

In this training course, you will gain expertise in:

• The tools and techniques essential for effectively managing reputation within a complex media environment

• Harnessing knowledge within the business to maximise media effectiveness

• Crafting external perceptions of your organisation through top-tier corporate internal communications

• Developing a strategic approach accompanied by a well-defined action plan

COURSE OBJECTIVES

This Advanced Public Relations in Media Skills training course endeavours to empower participants to:

• Contextualize Corporate Affairs within a strategic, forward-looking, and efficient framework

• Cultivate an understanding of stakeholder programs for consistent, targeted communication initiatives

• Examine the development of Corporate Affairs tools

• Master the art of devising and coordinating strategies, plans, and tactics • Assess the utility of research methodologies

Upon returning to their organisations, participants will be equipped to:

• Chart the course from their current state to their desired destination

• Establish programs for regular and effective relationship-building

• Effectively manage reputation at local, national, and global levels

• Measure attitudes and behaviours to demonstrate the advantages for their organisation

WHO SHOULD PARTICIPATE?

• Professionals in the field of Public Relations

• Key personnel within organizations responsible for internal and external stakeholder interaction and engagement

• Professionals from various functions, including Human Resources, Marketing, Sales, Training, and Administration, seeking to enhance their communication effectiveness

TRAINING APPROACH

The APC Advanced Public Relations in Media Skills training course is an intensive, up-to-date course enriched with practical examples. It places a strong emphasis on practitioner skills, tools, and techniques essential for the effective management of these crucial business functions.

TRAINING OUTLINE

Day 1: The Dynamics of Effective Communication

• Welcome and Introduction

• Course Overview, Structure, and Options

• Commencement Exercise: Setting Objectives

• The Bigger Picture: An Overview and PR Strategy

• When Public Relations is the Ideal Choice

• Building Corporate Identity and Image: Cultivating a Positive Image and Identity

• Becoming the Preferred Neighbour: Managing External Reputation

• The Role of Leaders in Communication Management

Day 2: Crafting Consistent Messages from the Inside Out

• The Expectations of Employees and Employers

• Understanding Audiences: Segmentation and Prioritisation

• Mapping the Stakeholder Communication Journey

• Effectively Conveying Messages to Audiences

• The Art of Storytelling: Crafting an Engaging Narrative

• Empowering Employees through Social Media

• Creating Impactful Content: Steps for Developing Clear and Engaging Content

• Fostering Trust and Credibility with Senior Leadership

Day 3: Identifying and Managing Risks and Threats

• Preparing for the Unexpected

• Leveraging Communication Initiatives to Mitigate Reputational Risks

• Recovering from Reputation Damage

• Identifying Opinion Leaders and Influencers

• Engaging with Key Decision Makers

• Principles for Cultivating Sustainable Relationships with Decision Makers and Influencers

• VIP and Political Engagement Programs

• Monitoring Political Developments

Day 4: Corporate Communications and PR in the Corporate Mix

• Implementing Best Practices in Media Relations

• Effective Event Management

• Developing a Toolkit for Crisis Management

• Hosting VIP Visits

• Protocol in Practice

• Financial PR Activities and Roles

• Navigating Communication Challenges in Multinational and Global Settings

Day 5: Strategic Planning for Impactful Communications

• The 10 Stages of PR Planning

• Using Market Research to Shape PR Initiatives

• Establishing Measurable Objectives for Activities

• Identifying Core Messages

• Constructing Practical Communication Toolkits

• Developing a PR Activity Schedule

• Measuring Outputs, Outcomes, and Value Delivered

Certificate of Completion: Upon successful completion of the course, participants will receive a Certificate of Completion from Al-Majd Pathways Centre (APC).