Every department in a company eventually has to work through PR — whether it's launching a product, responding to a journalist, or managing how a policy change is explained internally. This course by the Arab British Fellowship Training Academy treats the PR liaison function as exactly that: the connective tissue between all of an organisation's departments, and builds the communication skills needed to keep it working.

PR today carries real weight in corporate social responsibility, largely through its role in crisis management and reputation — which in practice means helping organisations adapt toward new sustainability goals. The course strengthens the analytical and professional judgement participants need to assess PR's role in the community, and shows how a strategic communication framework sets healthy, clear boundaries for relationships with both internal and external stakeholders.

Who Should Attend?

• Communications managers, PR professionals, and senior administrative staff.
• Operations and project managers, board members, and executive directors.
• Professionals working across media, PR, and business functions.
• Officials in government institutions with related administrative responsibilities.

Knowledge and Benefits:

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

• Research public opinion across a wide range of topics and pinpoint where attitudes actually come from.
• Use the best available techniques to monitor and measure public opinion, and turn survey data into clear, usable information.
• Plan and run promotional and advertising campaigns effectively, including forecasting methods such as the Delphi technique.
• Apply crisis-management and rumour-control methods, while staying compliant with the rules that govern PR practice.

Module 1: Understanding and Measuring Public Opinion

• Elements and significance of public opinion.
• Models and theories of communication.
• Planning and preparing proper PR surveys.

Module 2: Planning and Running PR Campaigns

• Planning, organising, and managing PR campaign operations and techniques.
• PR ethics and code of conduct.
• Practical tools and methods for public affairs work.

Module 3: Influence, Credibility, and Crisis Response

• PR's role in influence, credibility, and crisis management.
• Communication crisis and risk-management essentials.
• Best practices for PR management in the real world.

Module 4: Digital PR and Lobbying

• PR strategies over the internet, and dealing with the media during lobbying campaigns.
• Practical training in managing PR and lobbying campaigns.
• Perceptions, issues, and best practices in effective PR campaign management.