A company's reputation rarely survives on product quality alone — it is shaped, protected and promoted through public relations. This course, offered by the Arab British Fellowship Training Academy, gives trainees a transformational view of PR's most significant functions within a business, and how those functions apply directly to real campaigns in communications and marketing, two of the largest areas of PR practice today.

Public relations sits at the intersection of an organization and its target audience, working through both traditional and modern media. It carries responsibility for crisis management and corporate reputation, which in practice means helping organizations adapt toward new sustainability agendas, while improving relationships and facilitating open dialogue with the public. Participants leave this course with a sharper, more analytical understanding of PR's role in society and stronger professional skills to apply it.

Who Should Attend?

• Senior public relations managers, communications managers, agency account managers and government communications managers.
• Brand managers and anyone interested in trademarks and institutional reputation.
• Marketing and corporate communications staff.
• Communications staff in NGOs, the public sector and private-sector brand communications.
• Professionals in service industries such as hotels, banks and retail.
• Anyone going through retraining, a career transition, or rebranding their company's identity.

How Participants Will Benefit

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

• Organize a PR department and achieve integration between its internal and external functions.
• Define corporate image and understand how a positive one is built.
• Analyze organizational problems through the lens of PR management, and set clear objectives and activities.
• Develop sophisticated communications strategies and know when to engage with politics and the legislative process.
• Handle media strategically at senior-editor level, and work confidently with journalists and social media.
• Build the policies, procedures and resources an effective communications department needs.
• Prepare crisis messages and rapid-response tactics, and represent your institution effectively even under difficult interviews.

Module 1: PR Foundations

• The concept and definition of public relations.
• The history and evolution of public relations.
• Objectives and core tasks of PR.

Module 2: PR Structures and Programme Types

• Types of PR programmes.
• Organizational structures and divisions within PR.
• Methods and types of communication used in PR.

Module 3: Building a PR Strategy

• Innovative business models and commercial communications.
• Strategy 1: Structure and style.
• Strategy 2: Engaging stakeholders and developing media content.

Module 4: Media Relations, Brand and Reputation Management

• Media relations and brand promotion.
• Identifying image and corporate identity.
• Brand management and institutional reputation.

Module 5: Risk, Crisis and Ethics in PR

• Risks, crises and ethics in public relations.
• Risk analysis, institutional issues and crisis management.

Module 6: PR's Role Across the Organization

• Corporate social responsibility.
• Care and effectiveness management.
• Internal communication and commitment to work.

Course Dates and Venues:

This course is held in a number of countries worldwide, including:

• Egypt, Jordan, Malaysia, Turkey, England, France, Italy, Germany, Sweden, Austria, and Denmark, in addition to Australia and the United States.
• The time and location can be arranged to suit your schedule and business needs.

Delivery Methods:

• Group training at the Academy's centers.
• One-to-one (individual) training.
• Field and practical training following an advanced curriculum.
• Theoretical training in the Academy's dedicated halls.

What Does the Participant Receive?

Upon completing the course, each participant receives a certificate accredited by the Arab British Fellowship Training Academy confirming attendance of this programme.

Please Note:

• This course can be delivered at a time and place that suits you.
• The course is offered to a high standard suited to senior professionals; for more details, contact the Arab British Fellowship Training Academy team.