Every organisation's public image is shaped, day to day, by the people who represent it in the media, at events, and in front of decision-makers — which is exactly why the Arab British Fellowship Training Academy built this course around the practical toolkit a PR professional actually needs, not just the theory behind it.

Across the sessions, participants move between two connected tracks: the media side (photography, video, news writing, press releases) and the relationship side (protocol, etiquette, and how to read a room full of decision-makers). The course also treats reputation management as a discipline in its own right, showing how PR teams align organisational, managerial, and brand-level contacts into one consistent, value-based approach.

Who Should Attend?

• Company directors and business owners looking to strengthen how their organisation is represented publicly.
• PR, media, and administrative staff working inside the public relations function.
• Diplomatic and protocol officials, along with conference and event organisers.
• Broadcasters, journalists, and media graduates starting out in the field.
• Anyone with prior communications experience who wants to formalise their PR skill set.

Knowledge and Benefits:

By the end of the course, participants will be able to:

• Combine core media production skills — photography, video, news editing, and press releases — into one practical workflow.
• Apply international etiquette and protocol standards, including how priority and precedence are handled between individuals.
• Read body language and situational cues in official forums to avoid missteps.
• Create a strong first impression and manage personal dynamics in high-stakes meetings.

Module 1: Why Media and PR Skills Matter for Organisations Today

• The evolving role of media management inside modern institutions.
• How media shapes public mental perception of an organisation.
• Preparing project plans for media and PR departments.

Module 2: From Concept to Practice — Media Production Essentials

• Introduction to media and how the field has evolved.
• News values that drive editorial decisions.
• Hands-on training on proper behaviour in field and crisis situations.
• Special skills of a successful TV reporter.

Module 3: Broadcasting and Advancing Press and Media Work

• Media broadcasting and the most effective methods for success.
• The role of media management in advancing press work.