Why do some institutions leave a lasting impression on their guests while others are quickly forgotten? The answer usually lies in how well they manage two connected skills: organising events with precision and projecting the right image through public relations. From annual meetings and exhibitions to product launches, cultural festivals and religious gatherings, every occasion is a chance to shape how an institution is seen.

Public and private organisations know this well, which is why they invest carefully in selecting and training the staff responsible for ceremonies, protocol and public relations. This Arab British Fellowship Training Academy programme brings both disciplines together, helping participants plan flawless events while mastering the etiquette and communication skills needed to represent their institutions professionally in front of clients and guests.

Who Should Attend?

• Managers and public relations staff in government agencies, departments and organisations.
• Event and conference organisers, and officials of companies that manage exhibitions.
• Ceremonies and ceremonial affairs managers, and corporate communications officers.
• Public relations and media consultants.

How attendees will benefit?

After completion of the course, delegates will master the following:

• The concept, importance and objectives of public relations, and its role in building an organisation's mental image and identity.
• Planning and running events from announcement to registration, implementation and conclusion, including team and committee formation.
• Overcoming common obstacles to events and the factors that make an event succeed and stand out.
• The principles of etiquette, protocol and ceremonies, and the art of receiving and bidding farewell to visitors.
• Methods of dealing with VIPs, organising press conferences, and using body language effectively.
• Communication arts, media skills, and modern methods of advertising and promotional campaigns.
• Time and crisis management skills, and advanced methods for evaluating public relations programmes.

Module 1: Why Public Image and Events Matter for Modern Organisations

• The comprehensive concept, importance and objectives of public relations.
• Characteristics, features and foundations of public relations.
• The concept, definition and types of an organisation's mental image, and how it is created.
• The concept of events and their different types.

Module 2: Planning and Delivering Successful Events

• Basic rules for holding events, and the obstacles that can stand in the way.
• Challenges and threats that can doom an event's effectiveness, and the factors behind success and distinction.
• Conditions required at the event venue, and forming and leading the work team.
• Forming organising committees, their structure and tasks.
• Initiating and planning the event, and running it from announcement to registration, implementation and conclusion.

Module 3: Ceremonies, Protocol and VIP Etiquette

• The concept of etiquette and protocol, and their history, internal and international nature.
• Etiquette for formal occasions, and arrangements for appointments and general interviews.
• Methods of dealing with VIPs, and protocol for organising meetings and press conferences.
• Communication and speaking arts according to protocol and etiquette rules, and the art of using body language.
• Crowd management at large conferences, and the art of managing meetings.

Module 4: Building Image, Managing Media and Evaluating Results

• Media functions that influence building the mental image of organisations.
• Psychological and social characteristics of the target audience.
• Content analysis methods as a tool for studying and improving the mental image.
• Public relations management strategies, and conditions for programme success under comprehensive quality requirements.
• Media coverage and documentation of events, harvesting results, and monitoring and evaluating performance.
• Advanced methods for evaluating public relations programmes.