Prerequisites

- A degree in media, business management or marketing.
- Some experience in public relations.

Course Description

Building the mental image of institutions is the first goal upon which the philosophy of public relations is based, which enormous financial resources are exploited and accurate scientific strategies are drawn that do not stop at the foundation stage, but extend to all stages of the company's life. The positive mental image is the way for organizations to lead and develop. From here, we see that workers in the field of public relations are mainly responsible for building the mental image of the institution, so this course has special importance for all workers in the field of public relations.

Course Objective

At the end of the course, participants will be able to:
- Learn the basic concepts of a mental image.
- Understanding the role and importance of the mental image.
- Learning the culture and philosophy of building the mental image of institutions.
- Learning a culture of managing the mental image of the computer.
- The ability to develop programs to build a mental image.
- Learning strategic thinking skills to build a positive mental image.

Course Outline

• Introduction and basic concepts:
- Defining the scientific concepts of mental image.
- The importance of the mental image of institutions and individuals.
- Marketing capital and the roles of the mental image.
- Standards of good corporate reputation.
- Programs for mental image and corporate identity management.
- The role of various functions in building the mental image within the institution.

• The stages of mental image formation:
- The components of the mental image and the stages of its formation.
- The five stepwise steps.
- Information gathering and its role in the construction process.

• Methods of communication:
- Introducing methods of communicating with internal and external audiences to spread the culture of mental image.
- Providing the trainees with the necessary communication channels to build a positive mental image.
- Interpersonal communication skills that enable building a positive mental image of the institution.

• Strategies for building and improving the mental image of institutions:
- Building and Improvement.
- Linking the concepts of the mental image with the vision and mission of the institution.
- Introducing methods of spreading the culture of building a positive mental image inside and outside the institution.
- Programs for mental image and corporate identity management.
- Challenges affecting the mental image.

Course Benefits

- A graduation certificate by Aljazeera Media Institute.