When a crisis hits, it is not the size of the budget that protects an organisation's reputation — it is how fast and how clearly its Public Relations team communicates. That single test is what separates PR departments that merely issue statements from those that genuinely shape outcomes.

Beyond firefighting, the PR liaison function acts as the connective tissue between a company's internal departments and its external stakeholders, turning strategic communication frameworks — organisational communication, awareness campaigns, media relations — into everyday practice.

This Arab British Fellowship Training Academy course builds the analytical and professional capabilities PR practitioners need to read public opinion accurately, manage media relationships, and steer an organisation's reputation through change and sustainability agendas.

• Read and interpret public opinion using structured survey and analysis methods
• Apply proven crisis-management and rumour-control techniques under pressure
• Convert survey data into decision-ready insight for PR planning
• Design and monitor public-opinion measurement tools that track brand image and culture
• Plan, launch and manage promotional and advertising campaigns end to end
• Use forecasting methods such as the Delphi technique in PR planning

Who Should Attend

• Senior managers, board members and executive directors
• Operations and project managers across departments
• Communication managers and public relations professionals
• Media, business and government-relations specialists

Module 1: Why PR Influence Matters — Credibility and Crisis Management

• The foundations of PR influence and organisational credibility
• Crisis and risk management essentials
• How communication crises unfold and escalate
• Professional ethics and the PR code of conduct

Module 2: Reading Public Opinion

• Elements and dimensions of public opinion
• Why public opinion matters to organisational strategy
• The pillars linking public opinion, PR and media strategy
• Communication models and theories behind opinion formation

Module 3: PR Campaigns in Practice

• Practical tools and methods of public affairs work
• Planning and organising PR campaigns
• Managing perceptions and issues during campaign delivery
• Building effective, results-driven PR campaigns

Module 4: Media Relations and Lobbying

• Working with the media during lobbying campaigns
• PR strategy across digital and online channels
• Hands-on practice: running PR and lobbying campaigns

Module 5: Research, Surveys and Campaign Management

• Planning and preparing PR surveys
• Campaign management operations and techniques
• Management and best practices of PR in the real world