A press release that used to take a phone call and a fax now moves through a livestream, a press portal, and three social feeds before lunch — and the PR team that cannot operate that machinery is already a step behind. Public relations has stopped being a purely interpersonal craft; it now runs on the same digital infrastructure that shapes media production itself.

This training course from the Arab British Fellowship Training Academy walks PR and media professionals through that shift: how modern information technology changed the tools of the trade, how e-management is reshaping day-to-day PR operations, and how the production skills once reserved for TV crews — camera work, editing, lighting, design — now sit inside the PR department's own toolkit.

Who Should Attend

• Directors and owners of PR departments and media production companies.
• TV news and entertainment show producers, and editorial staff at TV stations.
• Broadcasters and newscasters across economic, political, and entertainment topics.
• Newsletter editorial staff and company managers seeking stronger media management skills.
• Media college students and graduates, and anyone building a career in PR department management.

Program Objectives

• Apply e-management principles to day-to-day PR and administrative operations.
• Master etiquette, protocol, and the professional arts of speaking, listening, and discussion.
• Build working knowledge of media production skills: photography, video, news writing, design, and press correspondence.
• Use electronic PR tools to serve clients faster under constantly shifting market conditions.
• Set a strategic vision for the PR department under global competition and evolving technology.

Module 1: Why Technology Is Reshaping the PR Profession

• How information technology evolved and why today's era depends on it more than any before.
• The shift from traditional to electronic PR, and the growing role of the internet in the profession.

Module 2: Building Blocks of Modern PR Management

• How PR links an organisation to its external public through shared, two-way communication.
• Creative-thinking strategies for engaging the public and handling client interactions.
• Positioning PR for the future while reading its present reality under global competition.

Module 3: Professional Conduct, Etiquette and Interpersonal Skills

• Etiquette, protocol, and professional manners in official and client-facing settings.
• The art of speaking, listening, and discussion — including dealing with superiors and subordinates electronically.
• The psychology of dealing with others in a PR context.

Module 4: Digital Tools for Running PR Operations

• Electronic scheduling, planning, and meeting management to raise team efficiency.
• Digital correspondence and archiving of administrative and commercial communication.
• Modern programs and mechanisms for developing PR work, with examples of successful global e-management practices.

Module 5: Media Production Skills for PR and Communication Teams

• Modern technologies in TV production, and how camera, lighting, and decoration work have evolved.
• How advances in TV engineering and editing (montage) technology affect editorial departments.
• Applying photography, video, news writing, and design skills inside a PR role.