An organisation can run a flawless PR campaign and still lose ground if its internal administrative systems can't keep pace — and it can have the tightest administrative processes in the sector and still struggle if nobody trusts what it says publicly. Reputation and internal efficiency are not separate problems; they feed each other, especially in a work environment that keeps changing faster than most organisations can adapt.

This Training Course from the Arab British Fellowship Training Academy gives participants a working grip on both sides at once: the fundamentals of public relations and media, and the strategies needed to keep administrative affairs efficient under pressure. Participants leave able to manage media relations effectively, tighten administrative performance, and build an image of the organisation that is genuinely deserved rather than just well marketed.

Who Should Attend?

• Department heads, managers and public relations and media teams.
• Administrative affairs employees and individuals interested in developing their media and PR skills.
• Anyone looking to strengthen their competencies across public relations, media and administrative affairs.

Programme Objectives

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

• Build a comprehensive understanding of public relations and media concepts, and use it to manage media relations effectively.
• Develop public relations and media strategies suited to their organisation.
• Improve administrative affairs within their organisation using new tools and techniques.
• Apply what they've learned to improve overall administrative performance.

Module 1: Public Relations and Media Fundamentals

• The difference between public relations and media, and how each builds an organisation's image.
• How public relations affects organisational reputation and helps sustain relationships with clients and partners.
• The role of public relations in crisis response.

Module 2: Media Strategy and Crisis Communication

• Choosing the right media channels, planning campaigns and evaluating their impact.
• Handling traditional versus modern media and choosing the most appropriate platform.
• Responding quickly to media crises and building a plan that protects the organisation's reputation.

Module 3: Building and Measuring Organisational Image

• Tools for improving the organisation's media image and the role of public relations in reinforcing it.
• Building a network of relationships with journalists and influencers, and organising media events.
• Measuring the impact of public relations and media on organisational performance and integrating the results into business strategy.

Module 4: The Business Case for Administrative Development

• The definition of administrative affairs and its role in supporting daily operations and organisational efficiency.
• Organising administrative structures: defining roles, responsibilities and the role of leadership.
• Methods and tools for analysing current administrative processes and identifying areas for improvement.

Module 5: Improving Administrative Performance

• Time management techniques and efficient resource allocation in administrative work.
• Improving administrative procedures and training strategies that save time and resources.
• Measuring the impact of administrative changes and adjusting strategy based on the evaluation.

Module 6: Integrated Communication Planning

• Setting objectives for a media communication plan that also supports administrative goals.
• Developing and evaluating a comprehensive media plan.
• Bringing communications and administrative improvements together into one coherent execution plan.