Prerequisites

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

Course Description

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.” - Anthony Robbins
This insight captures the essence of public relations as a dynamic blend of communication, persuasion, presentation, and negotiation skills. Beyond crafting a positive image, effective PR campaigns influence market positioning and shape organizational mindsets in a complex and competitive environment. This course prepares participants to design and execute creative and strategic PR campaigns that resonate with diverse audiences and drive measurable results.

Course Objective

By the end of this course, participants will:
• Discuss the core concepts and significance of public relations in organizational success.
• Analyze the role of marketing and corporate identity in strengthening public relations efforts.
• Prepare plans for media campaigns and enhance public response.
• Use practical tools and techniques to launch, manage, and market media projects and campaigns.

Course Outline

• Basic concepts of public relations:
- Definition of public relations.
- Common and different definitions of public relations.
- Objectives of public relations.

• Importance of identity and marketing in public relation:
- The identity: characteristics and features.
• Relationship between identity and public relations.
• Relationship between marketing and public relations.

• Public response and media campaign planning:
- Stages of public response to public relations campaigns.
- Elements of a successful media discourse.
- Planning for an effective media campaign.
- Key elements in planning a professional media campaign.

• Establishing media projects:
- Strength pillars of the media campaign and their types.
- Impact of media campaigns.
• Methods of establishing media projects that adopt frequent media campaigns.
- Marketing to support media campaigns.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.