A single mishandled interview, an unclear press release, or a slow response during a crisis can undo years of carefully built reputation — which is exactly why organisations invest in professionals who know how to manage the media rather than react to it. Public relations today sits at the intersection of writing, speaking, and strategic communication, and it rewards people who can do all three under pressure.

This Public Relations and Media Skills Training Course, delivered by the Arab British Fellowship Training Academy, works through PR fundamentals, professional writing, media engagement, public speaking, and the promotional side of PR, using real case studies, role-plays, and live-interview practice throughout.

Participants leave able to write a press release that gets picked up, handle a live interview without losing their key message, and manage public scrutiny in a way that protects — rather than damages — their organisation's image.

• Understand the basic principles of PR and its value to organisations.
• Write appealing press releases, memos, newsletters, and brochures.
• Build positive working relationships with journalists and media contacts.
• Conduct media interviews, live and recorded, with confidence and clear key messages.
• Manage crisis communication and protect organisational reputation under pressure.
• Deliver effective public presentations and speeches during media activity.
• Use PR skills as promotional tools that support marketing and brand objectives.

Target Audience

• PR professionals, officers, and corporate communication managers.
• Marketing and brand managers.
• Spokespersons and company representatives.
• Senior management and executives required to engage with the public.
• Anyone involved in media relations or building their organisation's public image.

Module 1: Foundations of PR — Concepts, Roles and Corporate Image

• Definition, roles, and situations in PR; criteria and qualities for successful PR staff and PR tools
• Corporate image, identity, and reputation, and the benefits of an effective corporate image
• Internal and external spheres and how they shape a corporate image

Module 2: Communication Skills for PR Professionals

• Importance of communication in PR and the PR officer as communicator
• Exchange of messages and models of the communication process
• Overcoming communication barriers and the importance of body language in PR activities

Module 3: Professional Writing and PR Materials

• Definition of effective writing and use of clear language
• Writing memos and letters
• Preparing colorful newsletters and designing attractive brochures

Module 4: Engaging the Media — Tools, Interviews and Press Relations

• Definition and types of media; recorded and live interviews and behaviour during them
• PR and the media tools, press conferences, and preparing press kits and press releases
• Dealing with the media and building good media relations, including during times of crisis

Module 5: Public Speaking and Presentation Skills

• Key characteristics of dynamic speakers and the importance of preparation
• Selecting a topic and purpose, and analyzing the audience
• Rehearsing the speech, managing public speaking anxiety, verbal characteristics and eye contact

Module 6: PR's Promotional and Marketing Role

• Decision-making process of consumers and corporate community involvement
• Marketing PR (MPR) and the role of PR in marketing
• Sponsorship and promotions, and organizing different exhibitions