A Public Relations department can have every tool it needs and still fall short — if nobody is leading it with real administrative insight. This Arab British Fellowship Training Academy training course looks at leadership as the missing piece: the pattern of thinking that turns a PR team from a group answering requests into one that shapes how an organization is perceived.

Public etiquette and communication norms form a foundation for how individuals and institutions interact with each other — in visits, meetings, requests for permission, and appointments, among countless other everyday situations. PR exists to keep that channel open between an organization and its public, using every available communication method, grounding its policies in continuous research into public sentiment, and always acting with clear intent to shape opinion at the right moment, in the right way.

Who Should Attend?

• Professionals working in Public Relations, Marketing, Media and Management.
• Anyone with a genuine interest in leading a PR function.

Program Objectives

• Understand the dynamics of administrative thinking behind PR leadership, and its role and importance in a range of activities.
• Build the administrative and technical skills a PR leader needs.
• Apply core media skills: photography, video, news writing, design and press correspondence.
• Develop innovative thinking as applied to PR practice.
• Manage PR functions confidently within institutions and organizations.
• Communicate with skill and handle the public with a genuine professional touch.

Module 1: Modern PR Techniques and Their Objectives

• Recent techniques used in managing PR and the goals behind them.
• Qualitative classifications within PR management.
• The international and local scope of PR systems.

Module 2: Research and Organizational Image

• How PR research is used across different situations.
• Forming, changing and reinforcing an organization's mental image.
• Media coverage of an organization's important events.

Module 3: Administrative Thinking for PR Leaders

• How administrative thinking is applied by PR leaders in practice.
• Planning trends within PR administrative thought.
• Different patterns of administrative thinking among PR leaders.

Module 4: Evaluating Leadership and Building Innovation

• Analyzing and evaluating different leadership styles.
• Innovative thinking as a leadership tool in PR.
• How communication technology has changed the way PR leaders operate.

Module 5: Social Responsibility and Team Readiness

• Social responsibility as part of the PR leadership agenda.
• The qualifications and standards expected of PR staff.
• Administrative, behavioral and technical skills PR professionals need.

Module 6: Putting Leadership Into Practice

• Applications, models and real-world case studies of PR leadership in action.