A single unmanaged crisis on social media can undo years of carefully built brand reputation within hours. That reality has pushed public relations far beyond press releases and media lists — it now sits at the intersection of communications strategy, crisis response, and corporate reputation management.

This course looks at public relations through that lens. Rather than opening with definitions, it starts from the pressure points where PR leaders are tested most: a crisis breaking in real time, a brand under public scrutiny, and stakeholders who expect a fast, coherent response. From there, participants build the strategic, media, and reputation-management skills needed to lead a communications function with confidence, delivered by the Arab British Fellowship Training Academy.

• Build crisis messages and rapid-response tactics before a crisis hits, not during it.
• Work confidently with journalists, editors, and online social media.
• Design communications strategies that protect and grow brand and corporate reputation.
• Structure and run an effective communications department.
• Engage with policy, legislation, and stakeholder relations where relevant to the brand.
• Represent an institution effectively, including in difficult interviews.

Target Audience

• Senior public relations and communications managers.
• Brand managers and agency account managers.
• Government and non-governmental communications staff.
• Marketing and corporate communications professionals seeking a strategic step up.

Module 1: Crisis Messaging and Rapid Response

• Preparing crisis messages before they are needed
• Tactics for a fast, controlled response
• Working with journalists and online media under pressure

Module 2: Risk, Issues, and Reputation Management

• Risk analysis and institutional issue mapping
• Protecting brand image and corporate identity
• Linking reputation management to corporate social responsibility

Module 3: Communications Strategy and Content

• Structure and style of a communications strategy
• Engaging stakeholders and developing media content
• Media relations and brand promotion

Module 4: Leading the Communications Function

• Roles and structure of an effective PR department
• Internal communication and staff commitment
• Innovative business models for corporate communications

Module 5: Representing the Institution Publicly

• Handling difficult interviews at a senior level
• Engaging with the political and legislative process where relevant
• Care and effectiveness management for public-facing roles