Prerequisites

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

Course Description

"To communicate effectively with others, you must realize that we all understand the world in different ways, and we use this understanding as a guide to communicate with others." Romin Roland
This quote suggests that public relations is a creative blend of communication, presentation, persuasion, and negotiation skills, not just for creating a positive mental image but also for increasing market share and the mindset of organizations in a world filled with differences, problems, and conflicts. The intensity of competition is increasing, making public relations a lifesaver that enables organizations to build a successful mental image. This course will set participants on the path to professionally and creatively plan public relations campaigns.

Course Objective

By the end of this course, participants will:
• Discuss the concepts of public relations and its importance.
• Analyze marketing and corporate identity importance in enhancing public relations.
• Prepare plans for media campaigns and enhance public response.
• Apply tools for establishing and marketing media projects.

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 Aljazeera Media Institute.