A brochure that looks great but never reaches the right audience, or a communication audit nobody acts on — these are the gaps between doing PR activity and doing PR that actually works. This course by the Arab British Fellowship Training Academy is built around closing that gap through hands-on technique: research and writing, communication auditing, design fundamentals, and the production skills behind media kits, newsletters, reports, and video.

Participants also build the project management side of the craft — using GANTT and PERT-style planning, and budgeting and estimating the cost of producing PR materials from concept to delivery.

The course reframes public relations around reputation management: developing organisational, managerial, and brand-level communication that stays consistent with a coherent, value-based brand strategy.

Who Should Attend?

• Communication managers and public relations officers.
• Senior managers, key administrative staff, and board-level executives.
• Operations managers and project or programme managers.

Knowledge and Benefits:

• Research and write effective letters for different purposes.
• Plan and run a communication audit to evaluate and improve organisational communication.
• Apply the principles of good design, planning, and printing to electronic and printed materials.
• Plan, manage, and budget projects that produce a range of printed and electronic PR materials.

Module 1: Why Some PR Communication Lands and Some Doesn't

• The difference between controlled communication an organisation shapes directly and the unattended kind it doesn't.
• Why understanding that distinction changes how you plan every piece of PR output.

Module 2: Writing That Gets Read

• Researching and writing effective letters and announcements for different purposes.
• Sharpening the English-language writing skills PR output depends on.

Module 3: Auditing Your Organisation's Communication

• Using critical assessment skills to plan and run a communication audit.
• Evaluating how effective current communication is and recommending real improvements.

Module 4: Design Fundamentals for PR Materials

• Basic principles of good design, planning, and printing for PR materials.
• Applying them to web content, presentations, reports, and corporate identity guidelines that stay consistent over time.

Module 5: Producing PR Materials, from Print to Video

• Producing electronic and printed materials: media kits, newsletters, brochures, and annual reports.
• Extending that into presentation materials and video content for both internal use and clients.

Module 6: Managing PR Projects — Timelines and Budgets

• Using GANTT and PERT charts to manage production projects.
• Budgeting and estimating the cost of producing PR materials.