Ancient states limited their role to preserving internal security, protecting citizens' property and defending borders. Modern states, by contrast, have expanded that role to cover economic, social, educational and health dimensions — and as ministries multiplied and workforces grew, so did the need for good relations with the public, giving rise to specialised public relations units capable of organising those relationships and building trust between government bodies and their audiences.

Public relations carries real authority over corporate social responsibility through crisis management and reputation protection, and it improves organisational effectiveness by strengthening relationships and facilitating public dialogue. This course, offered by the Arab British Fellowship Training Academy, helps participants develop that assessment of the role of public relations in the community, alongside their analytical and professional skills.

The programme is designed for anyone wishing to develop advanced communication skills and qualifications in the PR sector, and to understand modern communication technology and how to work with it.

After completion of the programme, trainees will be able to master the following:

• Study public opinion and properly determine the sources of opinions and attitudes.
• Interpret survey results and convert the data into clear, understandable information to support crisis management and PR planning.
• Use the best techniques to monitor and measure public opinion in order to improve a company's image and culture.
• Plan and implement effective promotional and advertising campaigns, including Delphi-method research for forecasting.
• Master crisis management methods and techniques for combating rumours.
• Develop creative-thinking strategies for dealing with the public and reviewers, and understand the role of the internet in public relations.

Who Should Attend?

• Communications managers and PR professionals.
• Senior directors and key administrative personnel in institutions.
• Operations managers, project managers, board members and corporate executive directors.
• Officials in governmental institutions and related administrative establishments.

Module 1: Government, Institutions and the Rise of Public Relations

• The concept of public relations in media management.
• An introduction to media and the evolution of its concept.
• News values and the art of media production, and media and society.

Module 2: Understanding and Measuring Public Opinion

• The significance of public opinion.
• Understanding the various elements and aspects of public opinion, and the art of dealing with audiences.
• Major pillars of public opinion, public relations and media strategies, and contemporary media applications.

Module 3: Ethics, Communication Theory and Global PR Practice

• Public relations fundamentals and ethics.
• Superior strategies for PR work in light of globalisation.

Module 4: Crisis and Risk Response

• Crisis and risk management, and communication crisis.
• Media and image-building, and their role in reputation management during crises.

Module 5: Planning and Running Campaigns

• A future outlook on public relations and its modern reality.
• Uses of electronic public relations in light of global competition.

Module 6: Creative Thinking and Digital PR Skills

• Creative-thinking strategies for dealing with the public and reviewers.
• The role of the internet as a core information network in public relations.
• Raising efficiency in planning and scheduling administrative work electronically.
• Electronic communication skills, electronic time and meeting management, and electronic archiving of correspondence.

Module 7: Media Relations, Etiquette and Professional Conduct

• Dealing with the media during lobbying campaigns and PR strategies over the internet.
• The art of etiquette, protocol and professional manners; the art of speaking, listening and discussion.
• The psychology of dealing with others.