Certified Public Relations Professional
Why Attend
This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management, directly contributing to the organization’s success by enhancing its reputation and relationships.
You will be shown how the fundamentals of PR are vital and how significant they are to understanding organizational reputation and relationships. A PR professional can often be in a challenging, complex, and confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win management’s confidence.
Outline
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PR in a Changing Environment
- The origin and development of PR
- Definitions, scope, and objectives of PR
- Guiding principles of PR professionals
- PR campaigns
- New roles and perspectives
- The role of PR in building and supporting the image of the organization
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The Functions of PR
- Management principles
- Planning and organizing the activities of PR
- Leading and controlling PR projects
- Ingredients of successful PR planning
- Main qualities of PR professionals
- PR position in the organization
- Responsibilities of the PR professional
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PR and Communication
- Communicating with the internal and external public
- Key components in communication
- Diffusion and effects of communication
- What makes effective communicators in PR
- Communication functions
- Overcoming barriers in communication
- Nonverbal communication
- The communication abilities of PR professionals
- The role of PR professionals in dealing with the internal and external public
- Understanding and dealing with difficult personalities
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Written and Verbal communication Skills
- Importance of writing for PR
- Fundamentals of writing
- Written communication media
- Newsletter and brochures designs
- Verbal communication media
- The two parts of speaking
- Causes for nervousness
- Speaking guidelines
- Importance of preparation
- The PAMPERS vocal techniques
- Audience attention and interest
- Body positioning
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Press Conferences
- Defining a press conference
- Reasons to hold a press conference
- Conducting a press conference
- Preparing a media and press kit
- Building good relations with the media
- Principles of dealing with the press during a crisis
