Prerequisites

• University degree in management or public relations.
• Experience in the field of public relations.

Course Description

In the world of public relations, media engagement is a powerful tool for shaping public perception, communicating organizational achievements, and strengthening institutional reputation. Mastering media skills means knowing how to interact effectively with journalists, appear confidently in interviews, write compelling press materials, and organize impactful media events. Participants will learn how to communicate key messages, represent their institutions with credibility, and align media activities with their organization's mission, vision, and strategic objectives.

Course Objective

By the end of this course, participants will:
• Define the role of public relations and its strategic value in organizational communication.
• Develop strong communication skills for engaging with media professionals and audiences.
• Apply techniques for managing events and media campaigns.

Course Outline

• Fundamentals of public relations and media:
- Introduction to understanding media work and its institutions.
- Importance of media for state and society institutions.
- Media qualifications for public relations staff.

• Communication and media skills:
- Skills of targeting media discourse.
- Skills of dealing with media organizations and professionals.
- Writing skills for the media.
- Speaking skills for the media.

• Planning and managing public relations:
- Skills of organizing media events.
- Skills of planning and managing media campaigns.
- Frequent problems and how to overcome them.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.