Getting a decision-maker's attention is one thing; getting them to change a policy is another. This course, delivered by the Arab British Fellowship Training Academy, is built around that second, harder goal — equipping communication managers with practical PR and lobbying skills: preparing pressure strategies, running PR campaigns backed by real alliances, and building influential tactics online, with video workshops used to sharpen participants' personal skills in media persuasion.

Pressure groups exist because individuals and communities have learned that organised advocacy shapes public policy more reliably than isolated complaints. Political literature calls them "organisations that influence decision-makers", and this course walks through exactly how that influence is built and used responsibly, while also covering how public relations, done well, becomes a form of reputation management: developing organisational, managerial, and brand contacts into a consistent, value-based approach aligned with the wider brand strategy.

Arab British Fellowship Training Academy provides this course for the following audience:

• Professionals occupying senior positions who aspire to further excellence and innovation.
• Officials authorized to control and supervise pressure management or PR campaigns.

How will participants benefit from the course?

• Integrate PR activity with the wider corporate business strategy instead of running it in isolation.
• Shape corporate policy and the legislative process through a structured lobbying campaign.
• Apply best practices for engaging the media and using its reach as part of an advocacy effort.
• Run an online pressure campaign using the social media tools and platforms that matter for the cause.
• Align public affairs work with corporate business strategy from planning through execution.

• What Makes a PR Campaign Actually Move the Needle

  • Distinguishing a PR campaign that shifts opinion from one that just generates noise.
  • Common perceptions and issues that surface once a campaign is actually running.

• Planning and Research Before You Launch

  • Building the research base a campaign stands on before a single message goes out.
  • Structuring and organising a PR campaign from objective to rollout.

• Public Affairs and Lobbying in Practice

  • The tools and methods that make public affairs work practical, not theoretical.
  • Engaging the media as part of a lobbying campaign, not as an afterthought.

• Campaign Management: Processes, Techniques and Practical Training

  • The operational processes and techniques behind managing a live campaign.
  • Hands-on practical training in running a PR and lobbying campaign end to end.

• PR in the Digital Age: Strategies Over the Internet

  • Structuring PR strategy for online channels specifically, not just adapting offline tactics.
  • Running an online pressure campaign using key social media tools and other platforms.

• Influence, Credibility and Crisis Management

  • Building influence that survives scrutiny rather than fading once the campaign ends.
  • Protecting and rebuilding credibility when a PR effort is challenged.

• The Evolving Image, Ethics and Law of Public Relations

  • How the image and practice of the PR profession has shifted over time.
  • The ethical lines and legal frameworks a PR and lobbying campaign should respect.