What happens to an organisation's image the moment a negative story starts spreading online? In a market where news travels in minutes and a single comment can shape public opinion, having no media strategy is no longer an option. Organisations that handle press relationships, reputation and crisis moments well tend to come out stronger; those that don't often struggle to recover.

This training course, delivered by the Arab British Fellowship Training Academy, walks participants through the practical side of public relations: building press relationships, protecting reputation, running campaigns across multiple channels, and staying composed when a crisis breaks. It also covers the strategic and theoretical groundwork that ties all of this together.

By the end, participants will be equipped to plan communication activity, engage confidently with journalists and audiences, and lead an organisation through both routine campaigns and difficult moments.

Who Should Attend?

• Public relations officers in companies and organizations.
• Media managers and communication specialists in large companies.
• Marketing and external relations staff.
• Anyone looking to build their skills in media work and public relations.
• Professionals interested in developing corporate and media communication strategies.

Knowledge and Benefits:

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

• Handle a media crisis calmly and protect the organisation's reputation while it unfolds.
• Build working relationships with journalists and deal with the press professionally.
• Plan and run a media campaign across multiple channels, then evaluate its results.
• Use social and digital platforms as part of an integrated PR strategy.
• Craft messages that suit different audiences and communication settings.
• Apply the underlying concepts and strategic thinking that hold a PR plan together.

• Handling a Media Crisis When It Hits

  • Recognising a media crisis early and knowing what triggers one.
  • Acting fast: appointing a spokesperson and getting the first message out.
  • Staying transparent and protecting reputation until the crisis is resolved.

• Working the Room: Journalists, Interviews and Press Relationships

  • Building genuine relationships with journalists and outlets.
  • Preparing for interviews, including difficult or unexpected questions.
  • Writing press releases and reports that get picked up.

• Protecting and Building Organisational Reputation

  • Why reputation drives an organisation's long-term success.
  • Practical ways to reinforce a positive image.
  • Turning a reputational setback into an opportunity.

• Running Campaigns That Get Results

  • Setting objectives, audiences and messages before launch.
  • Coordinating a campaign across TV, radio, print and online channels.
  • Measuring results and adjusting future campaigns based on feedback.

• Social Media and Digital Tools for Modern PR

  • Why social platforms matter for today's PR function.
  • Linking digital marketing tools to a PR strategy.
  • Reading data to measure the impact of online activity.

• Talking to Different Audiences: Messaging and Mass Communication

  • Understanding how audience segments differ.
  • Shaping messages that land with each segment.
  • Balancing traditional media with newer channels.

• Keeping Teams Aligned: Internal Communication

  • Why internal communication underpins external PR success.
  • Building communication channels between staff and management.
  • Improving coordination between departments.

• Events, Conferences and Long-Term Audience Relationships

  • Planning events and press conferences that work.
  • Communicating effectively at seminars and public gatherings.
  • Turning one-off interactions into lasting relationships.

• PR Beyond the Corporate World: Non-Profits, Social Causes and Politics

  • The specific challenges facing PR in non-profit organisations.
  • Using media to raise awareness of social issues.
  • Handling communication during elections and political crises.

• Where PR Is Headed: Technology and Innovation

  • How artificial intelligence is reshaping the PR function.
  • Emerging trends in media communication.
  • Building an innovative mindset within a PR team.

• Getting the Foundations Right: What PR Actually Is

  • The difference between public relations and general media work.
  • Why organisations of every size need a PR function.
  • How media coverage shapes public opinion.

• Building a PR Strategy from the Ground Up

  • Setting strategic goals for a PR plan.
  • The building blocks of a strategy that actually works.
  • Linking PR activity back to organisational reputation.