Administrative excellence rarely comes from a single breakthrough — it comes from a communications function that's planned strategically instead of run reactively. This Arab British Fellowship Training Academy training course is built for senior public relations managers, communications managers, agency account managers and government communications managers who are already in demanding roles and want to push their planning further.

At the centre of the course is Strategic Communication: a broad concept spanning organisational communication and awareness campaigns, used to guide an organisation toward the best PR practices available. Building a genuine strategic-communication framework inside an institution sets clear, workable parameters for relationships with both internal and external stakeholders — and that framework, done well, is what separates PR that merely reacts from PR that drives real administrative excellence.

Who Should Attend:

• Communications managers and PR professionals, senior directors and key administrative personnel
• Operations managers, project managers, board members and corporate executive directors
• Professionals in media, PR and business, and officials in government and related administrative institutions

What Participants Will Be Able to Do After the Course:

• Develop complex, sophisticated communications strategies, and decide how and when to engage with politics and legislative processes
• Analyse the roles and functions of an ideal communications department, and build the policies, procedures and resources that keep it running efficiently
• Prepare crisis messages and rapid-response tactics for critical situations
• Work confidently with journalists and social media, and represent their institution well even in the most difficult interviews

Module 1: Defining Administrative Excellence Through PR

• What administrative excellence means in a communications context
• How it connects directly to strong public relations management
• Why senior PR and communications roles are where this connection matters most

Module 2: Building an Advanced Communication Strategy

• Developing complex, sophisticated communications strategies
• Advanced communications and PR management practices
• Deciding how and when to engage with politics and legislative processes

Module 3: PR's Influence, Credibility and Ethical Foundation

• PR's role in influence, credibility and crisis management
• Ethics and code of conduct that keep PR practice trustworthy
• The concept of public relations and its importance inside media-driven companies

Module 4: Understanding and Measuring Public Opinion

• Elements, aspects and significance of public opinion
• Major pillars linking public opinion, PR and media strategy
• Practical methods for influencing and measuring public reach

Module 5: Communication Models and the Mental Image

• Models and theories of communication, and practical public-affairs tools
• How media shapes the public's mental image of an organisation
• News values and how they drive the media industry

Module 6: Planning, Lobbying and Digital PR Campaigns

• Planning and organising PR campaigns from the ground up
• Dealing with media during lobbying campaigns, and PR strategy over the internet
• Hands-on practical training in managing PR and lobbying campaigns

Module 7: Evaluating Campaign Performance

• Common perceptions and issues in PR campaign management
• What separates an effective PR campaign from an average one
• Planning proper PR surveys, and applying real-world campaign management operations and best practices

Module 8: Building Internal Communication and Media Relationships

• Building internal communication channels within media institutions
• The relationship between PR management and the media
• Analysing the roles and functions of an ideal communications department

Module 9: Mastering VIP Interaction Under Pressure

• The art of dealing with senior and high-level personalities
• Preparing crisis messages and rapid-response tactics for critical situations
• Representing the institution confidently, even in the most difficult interviews