Every product launch, corporate merger, or public controversy lives or dies by how well its public relations campaign is planned and run. Getting a message in front of the right audience, at the right time, through the right channel is a skill that has to be learned and practiced, not guessed at.

This course from the Arab British Fellowship Training Academy puts trainees in the middle of that process. Working in teams and simulating real scenarios, participants build PR strategies from the ground up, covering project management fundamentals, client relationships, and budgeting, while learning how a campaign moves from concept to measurable results across communications and marketing.

Who Should Attend?

• Public relations, marketing, and media professionals.
• Management personnel involved in campaign decisions.
• Anyone with a genuine interest in public relations practice.

By the End of the Course, Participants Will Be Able To:

• Apply public relations theories and principles to plan and run campaigns from start to finish.
• Spot and evaluate the opportunities and problems a campaign can realistically address.
• Explain how public relations differs from advertising and integrated marketing communications, and where the two overlap.
• Generate creative concepts and turn them into operational activities, including social media engagement.
• Deliver a confident, well-structured campaign presentation as a response to client feedback.
• Manage the practical side of a campaign - cost estimation, budgeting and scheduling.
• Build and maintain strong internal and external client relationships.
• Measure and evaluate how effective a campaign actually was.

Module 1: Why PR Campaigns Make or Break Reputations

• The growing role of public relations within the overall marketing mix.
• How public relations helps organisations, groups, individuals, and government bodies reach their goals.

Module 2: PR, Advertising and Integrated Communications

• Explaining the real differences between advertising, integrated marketing communications, and PR-driven marketing.
• Communication techniques shared across marketing and public relations.

Module 3: Planning Across Borders and Cultures

• Planning campaigns at the local, national, and international level.
• Accounting for cultural differences between audiences.

Module 4: Running the Machinery - Consultants, Budgets and Schedules

• Corporate campaign management and when to bring in experienced consultants.
• Managing campaign costing, budgeting, and scheduling in practice.

Module 5: Brand, Reputation and the Digital Community

• Trademarks and public relations, covering corporate and internal branding.
• Engaging consumer communities through social media and social networks.

Module 6: Client Relationships and Presentation Skills

• Developing and maintaining constructive internal and external client relationships.
• Building strong presentation skills for pitching and reporting to clients.

Module 7: Measuring Campaign Impact

• Setting measurable goals and evaluating campaign results.
• Integrating sustainability principles into campaign planning.
• Research, analysis and evaluation methods for public relations campaigns.