Two PR professionals can run the same campaign with the same budget and get very different results — the difference usually comes down to how well they measure, adapt, and manage the relationships that sit underneath the numbers. This course from the Arab British Fellowship Training Academy is built around that gap, sharpening the analytical and professional judgement that separates a solid PR practitioner from an excellent one.

PR today plays a direct role in corporate social responsibility and reputation, largely through crisis management — which in practice means helping organisations shift toward new sustainability priorities. Because the PR liaison function connects every administrative department inside a company, the course also treats strategic communication as the framework that keeps relationships with both internal and external stakeholders on solid ground.

Who Should Attend?

• Communications and PR managers, along with senior directors and key administrative staff.
• Operations and project managers, board members, and corporate executive directors.
• Media and PR professionals, and officials in government institutions with a related role.

Knowledge and Benefits:

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

• Read public opinion accurately, determine where attitudes originate, and use the best techniques to track and measure it.
• Turn survey data into clear, actionable information that supports crisis management and PR planning.
• Plan and execute effective promotional and advertising campaigns, using forecasting tools such as the Delphi method.
• Apply the rules governing PR practice to ensure compliance while managing crises and countering rumours.

Module 1: What Separates Excellent PR Performance From Average

• PR's role in influence, credibility, and organisational crisis management.
• PR ethics and code of conduct as a performance baseline.
• How PR strategy has evolved, and what "best practice" looks like today.

Module 2: Measuring and Acting on Public Opinion

• Core elements of public opinion and its link to PR and media strategy.
• Models and theories of communication that inform measurement.
• Practical tools for public affairs work and campaign planning.

Module 3: Managing Crises and Protecting Reputation

• Communication crisis and risk-management fundamentals.
• Best practices for PR management under pressure, in the real world.

Module 4: Digital Campaigns and Lobbying

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