This course provided by the Arab British Fellowship Training Academy focuses on how organizations manage to develop relationships with internal and external stakeholders that help achieve organizational objectives while balancing the needs of their stakeholders. The course also examines relationships that Public Relations Management needs to maintain in order to achieve effective corporate performance.

Arab British Fellowship Training Academy presents this course for the following audience:

• Directors and owners of PR Departments and Media Production companies.
• Producers of TV News casting and entertainment shows.
• Editorial staff in TV Stations.
• TV Broadcasters and Newscasters of all topics (Economic/ Political/ Entertainment).
• Editorial staff and professionals in charge of processing newsletters.
• Staff in the Editorial Management.
• Students of Media Departments.

How will participants benefit from the course?

After completing the program, trainees would be able to:

• Understand and apply organizational theories and identify factors affecting personal communication in administrative situations.
• Implement most effective diagnostic tools such as Control over Communications in order to assess the integrity of communications within the organization.
• Develop a Communication Plan to maintain and strengthen the corporate reputation.
• Planning and managing Communication Change Strategy.
• Develop a framework to strengthen relationships with key internal stakeholders.
• Analyzing the legislative and regulatory role of governments and the pressure process.

• Communications and Government Bodies in unstable environment. System theory, complexity and Chaos Theories.
• Factors affecting the nature of organizational communication, including the changing technological environment and management, and current affairs in organizational communication.
• Develop PR Strategy, Organizational Diagnostic Techniques "ODT", and conduct Communications Control to develop plans that support the strategic planning process.
• How the PR Plan supports the process of achieving organizational objectives.
• Working with decision makers in the organization: Executive Committee and Chief Executive Officer, the relevant power and authority in relationships.
• Running PR Department: the most effective KPIs to be used "Key Performance Indicators".
• Internal Communications: potential, existing and former employees at all levels.
• Role of Public Relations in Change Management.
• Department of External Relations - Stakeholders, Clients, NGOs, and Reputation Management.
• Relations with industrial sector institutions and government institutions. The structure of the parliamentary system, Bureaucracy, and the mechanisms of pressure.
• Implications of Corporate Social Responsibility "CSR".