Prerequisites

• University degree.
• Some experience in journalism, public relations or media.

Course Description

Understanding the different aspects of media, including journalism and social media, is part of the world of communication. This also requires a deep knowledge of how to communicate, and a full understanding of the brand of the organization in which you work, as well as the ability to create compelling stories that need to be heard by the public as well as your private audience. In this diploma, you will be introduced to all the skills and knowledge necessary for public relations workers, providing in-depth knowledge in the field of communication and public relations, in addition to developing the skills and tools that will lead you to success in a field characterized by rapid development and competition.

Course Objective

By the end of this diploma, participants will:
• Organize and plan the institution’s relations with the public.
• Build internal and external institutional communication plans.
• Organize media campaigns.
• Plan and manage crisis communications.
• Identify the basics of protocol and etiquette.
• Discuss the concepts of institutional social responsibility.
• Develop media and public speaking skills.

Course Outline

• Introduction to public relations:
- Maintain ongoing relationships.
- Dealing with a negative reaction.
- Develop public relations plan.

• Image building:
- Scientific concepts of mental image.
- Components of the mental image.
- Link the concepts of mental image with vision and mission of institution.

• Organizing conferences and events:
- Plan conferences and events of all types.
- Use checklists.
- Organize meetings via web.

• Organizational communication skills:
- Build communication with the internal and external public.
- Build and implement a communication plan.
- Evaluation and results.

• Planning and management for media campaigns:
- Importance of planning media campaigns.
- Communicate effectively with the press.
- Organize and launch a media campaign.

• Crisis media management:
- Identify all types of crises and how to manage them.
- Media interview skills with the public in crisis times.
- Mechanism of public relations in crisis times.

• Etiquettes and protocol:
- Concept of international etiquette, and its sources.
- International rules for meetings and interviews.
- General elegance and lifestyle.

• Gathering information and PR writing:
- Write for public relations and distinguish it from other types of writing.
- Briefing in writing and reaching the goal.
- Write for various media.

• Social responsibility:
- Definitions of social responsibility.
- Stakeholder theory.
- Global development of social responsibility.

• Dealing with the media:
- How to access the media and deal with it.
- Conduct interviews and follow-up.

Course Benefits

• A graduation certificate by Aljazeera Media Institute.