Media and PR professionals who fail to keep up with today's pace of technological change quickly find themselves left behind, which is exactly why this course exists. Since the second half of the twentieth century, societies have depended on information for development, exploiting information technology rationally to generate knowledge and produce information through remote communication linked with computers.

Over the past two decades, communication technology has grown rapidly — the most recent means used for producing, processing, storing or communicating information in digital form. The term is often used as shorthand for computers and networks, but it also spans other distribution technologies such as television and telephony, along with the hardware, software, semiconductors, internet, telecom equipment and e-commerce built around them.

The Arab British Fellowship Training Academy presents this course for anyone wishing to increase their expertise and develop their skills in employing the most advanced technologies in PR and media management.

After completion of the programme, participants will be able to:

• Recognise the positive effects of information technology on the media production industry.
• Understand how technological development has influenced TV montage and editing processes.
• Identify the most important new technological tools and methods used in PR and media.
• Employ technology optimally across all stages and activities of public relations work.
• Acquire advanced, hands-on experience in media production.

Who Should Attend?

• Directors and owners of PR departments and media production companies.
• Producers of TV newscasts and entertainment shows.
• Editorial staff in TV stations and newsletter production teams.
• TV broadcasters and newscasters across economic, political and entertainment topics.
• Students of media departments.

Module 1: Technology as the New Engine of PR and Media

• Information technology effects on the media production industry.
• Information technology effects on TV editorial departments.

Module 2: TV Production Technology Evolution

• Modern technologies in the TV production industry and evolution of TV systems.
• Development in cameras and accessories, and evolution in lighting effects.
• Development in decoration arts and evolution in TV engineering.

Module 3: Technology for Research and Information Gathering

• Methods of using technology in gathering information and conducting PR research.
• Methods of using technology in gathering information for PR and advertising campaigns (workshop).

Module 4: Technology in PR Planning and Persuasive Communication

• Methods of employing technology in planning PR programmes.
• Methods of using technology in persuasive communication with the public.
• Optimal employment of technology across PR activities (workshop).

Module 5: Core PR and Media Skills for the Digital Age

• Public relations management and its importance in media management.
• The art of dealing with audiences and communication skills with the public.
• Contemporary applications of the media, and the concept of media and transparency.

Module 6: Advanced Media Production and Broadcasting Skills

• Report writing and preparing publications such as books, magazines and brochures.
• Successful broadcaster skills, communication methods and handling VIPs.
• Hidden sources of information in the media, and acquiring advanced experience in media production.