Good public relations decisions rarely come from guesswork — they come from research. Analyzing organizational needs, confirming that institutional goals are being met, and proving that an action plan is actually working all depend on solid research skills, which is exactly what separates a strong PR department from an average one.

Arab British Fellowship Training Academy built this course around that idea: giving PR professionals the practical research skills to plan, design and run studies that solve real PR problems, then apply the findings to improve overall organizational performance.

Who Should Attend?

• Students and junior employees starting their careers in public relations.
• Senior PR, communications and agency account managers, and government communications managers.
• People interested in managing PR, brands and institutional reputation.
• Marketing and corporate communications staff, in the private sector, NGOs and the public sector.
• Graduates and businessmen wanting to build reputation management skills within their organizations.

How Participants Will Benefit

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

• Structure a PR function and the steps used to build one, and use research as the backbone of evidence-based strategic decisions.
• Set clear objectives and write a proper problem statement.
• Survey and analyze qualitative research findings, and systematically develop objectives, strategies and tactics from them.
• Build a PR plan grounded in theoretically-informed strategies and tactics.
• Track digital trends in PR management and develop metrics to evaluate PR performance.
• Use research to bring PR into strategic decision-making as part of the management function.

Module 1: Why Research Matters in PR

• The practical value of research in improving overall organizational performance.
• Using research to analyze organizational needs and confirm institutional goals are being met.
• Using research to demonstrate the impact and effectiveness of an action plan.

Module 2: Research Methods and Tools in PR

• An overview of research methods used in PR research.
• Research tools used in public relations.
• Formative research.

Module 3: From Business Theory to PR Practice

• Different business theories in public relations.
• Major elements of PR management and PR development processes.
• Innovative business models and commercial communications.

Module 4: Structuring a Research-Based PR Strategy

• Strategy 1: Structure and style.
• Strategy 2: Engaging stakeholders and developing media content.
• Setting objectives and writing a problem statement.
• Systematic development of objectives, strategies and tactics.

Module 5: Evaluating Research and Measuring PR Impact

• Research evaluation and developing metrics to assess PR performance.
• Digital trends in PR management.
• Using research to bring PR into strategic decision-making.

Module 6: Applying PR Research Across the Organization

• Organizational structures and divisions in PR, and communication methods and types.
• Media relations, brand promotion, image and corporate identity.
• Brand management, institutional reputation and corporate social responsibility.
• Care and effectiveness management, internal communication, and risks, crises and ethics in PR.

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.