Prerequisites

• University degree in media, business management or marketing.
• Some experience in public relations.

Course Description

An organization’s public image is one of its most valuable assets. A strong, positive reputation not only supports the achievement of strategic goals but also builds stakeholder trust, increases audience engagement, and safeguards the institution from rumors, misinformation, and reputational crises. This course helps the participants to explore strategies for shaping perceptions, responding to external feedback, and aligning internal efforts to project a unified and trustworthy institutional identity.

Course Objective

By the end of this course, participants will:
• Discuss the fundamentals of mental image and its outcomes.
• Develop effective strategies and plans for image building and reputation management.
• Implement and enhance image enhancement plans.

Course Outline

• Introduction to understanding mental imagery:
- Concept of mental image and its importance.
- Types of mental image and the relevant stakeholders.
- Outcomes associated with mental image.
- Obstacles in building, supporting, and developing mental image.

• Mental image planning:
- The starting points of planning mental image.
- Fields of mental image planning.
- Annual plan of the mental image.

• Mental image management:
- Areas of managing mental image.
- Concept of institutional reputation.
- Manage and preserve organizational reputation.
• Develop institutional mental image.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.