Employees who feel informed and heard rarely need convincing to stay loyal to their organisation — and building that sense of connection is largely the job of Public Relations. This Internal Communication Strategy Through PR and Media course from the Arab British Fellowship Training Academy looks at how PR departments manage relationships with both internal and external stakeholders to serve the organisation's goals.

The programme goes beyond the traditional view of PR as external messaging, and examines the relationships PR management must maintain internally to achieve strong, consistent corporate performance — from communication planning to reputation management and change leadership.

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

• Apply organisational communication theories and identify what shapes personal communication in the workplace.
• Diagnose the health of internal communication using practical assessment tools.
• Build a communication plan that protects and strengthens the organisation's reputation.
• Plan and manage change communication during periods of organisational transformation.
• Strengthen relationships with key internal stakeholders and build genuine institutional loyalty.
• Read the legislative and regulatory environment that affects an organisation's communication choices.

Who Should Attend?

• Directors and staff of PR and media production departments.
• Editorial and newsroom staff in TV and media institutions.
• Broadcasters and presenters across all programme categories.
• Staff responsible for internal newsletters and corporate publications.
• Media studies students and graduates.

Module 1: Public Relations as a Strategic Function

• The concept and philosophy of public relations and its growing importance in corporate management.
• How PR shapes and is shaped by the media, internally and externally.
• The roots and foundations of PR as a discipline.

Module 2: Communicating in an Unstable Environment

• System theory, complexity, and chaos theory applied to organisational communication.
• Factors that affect internal communication, including technology and management change.
• Current affairs and trends shaping organisational communication practice today.

Module 3: Building the Internal Communication Strategy

• Developing a PR strategy using Organisational Diagnostic Techniques (ODT) and communications control.
• The role of direct communication and continuous motivation in strengthening staff engagement.
• Building high institutional loyalty and managing internal PR efficiently.

Module 4: Working With Decision-Makers and Measuring Results

• Engaging executive committees and senior leadership on PR priorities.
• The most useful Key Performance Indicators (KPIs) for running a PR department.
• Segmenting the internal audience: current, potential, and former employees.

Module 5: External Relations and Organisational Responsibility

• The role of public relations in leading change management.
• Managing external relations with stakeholders, clients, NGOs, and reputation.
• Relations with government and industrial institutions, and understanding regulatory and bureaucratic mechanisms.
• Corporate Social Responsibility (CSR) and its implications for PR strategy.