A company's reputation is rarely decided in a single dramatic moment; it is built, quietly, through hundreds of small interactions with journalists, stakeholders, employees, and the public over time – and it can be undone just as gradually, or all at once, by a badly handled crisis. Managing that reputation deliberately, rather than reacting to it after the fact, is what this course is built around.

Participants work through the practical core of public relations in business: media relations, brand and reputation management, crisis response, and corporate social responsibility, alongside the relationship-management skills PR work depends on – identifying key stakeholders, building trust, and managing conflict without damaging the relationship. Delivered by the Arab British Fellowship Training Academy, the course reflects current best practice for anyone whose job is to represent an organisation to the outside world.

Who Should Attend?

• Senior public relations, communications, agency account, and government communications managers.
• Brand managers and anyone involved in institutional reputation and trademarks.
• Marketing and corporate communications staff, in the private, public, and non-profit sectors.
• Media, news, and broadcasting professionals, and protocol officers managing conferences.
• Students and graduates of media colleges, and trainees with existing experience in communications or PR.

How Participants Will Benefit:

• Develop sophisticated communications strategies and know when and how to engage with policy and legislative processes.
• Handle media strategically, work confidently with journalists and social media, and represent the institution well even in difficult interviews.
• Prepare crisis messages and rapid, critical response tactics.
• Build the policies, procedures, and resources that let a communications department run efficiently.
• Apply international principles of etiquette and protocol in official settings and important meetings.

Module 1: PR Foundations and the Business Case

• An introduction to public relations management and why it matters to the business.
• Innovative business models and commercial communications.
• Identifying corporate image and identity.

Module 2: Media Relations and Brand Building

• Building media relationships and promoting the brand through them.
• Brand management and its direct link to institutional reputation.

Module 3: Risk, Crisis and Corporate Responsibility

• Risk analysis, institutional issues, and crisis management.
• Corporate social responsibility as part of the reputation function.
• Care and effectiveness management across PR activity.

Module 4: Internal Communication and Media Practice

• Internal communication and building commitment to the organisation's work.
• How media has evolved, and its role in shaping public perception.
• Media management: definition, importance, and effective broadcasting methods.
• News values in the media industry, and preparing project plans for media institutions.
• Practical training in proper conduct during complex, real-world situations.

Module 5: Managing Stakeholders and Client Relationships

• What relationship management involves, and the challenges that come with it.
• Self-awareness in the role: understanding how clients and stakeholders actually see you.
• Identifying, prioritising, and engaging key stakeholders strategically.
• Becoming a trusted advisor and a valued resource to your stakeholders.

Module 6: Building Trust and Managing the Relationship Long-Term

• Creating a strong first impression and sustaining it over time.
• Building relationships based on trust and loyalty, backed by real service quality.
• Strengthening and strategically growing your professional network.
• Managing conflict and resetting expectations without damaging the relationship.

Course Locations:
The courses are held in the following countries: Egypt, Jordan, Malaysia, Turkey, the UK, France, Italy, Germany, Sweden, Austria, Denmark, as well as Australia and the USA.
The courses are offered at times and locations suitable for your business and schedule.

Training Program Delivery Styles:

• Group Training at Academy Centers
• One-on-One Training
• Field and Practical Training with Modern Approaches
• Theoretical Training in Designated Academy Rooms

What Does the Participant Get from the Training Program?
Upon completion of the course, participants will receive a certificate accredited by the Arab British Fellowship Training Academy for attending the mentioned training program.

Note:
We can offer this course at a time and place suitable for you. This course is offered to high-level individuals with high standards. For more information, contact the Arab British Fellowship Training Academy team.