Moving from paper files and manual approvals to a connected, IT-driven administration isn't just a technology upgrade — it changes how fast an organisation can make decisions, how transparent it is with stakeholders, and ultimately how its public relations function performs. This Arab British Fellowship Training Academy training course sits exactly at that intersection: PR excellence built on the back of solid electronic management practices.

Participants work through international media management skills, communication technology, and the practical side of running a modern PR department — from reading public opinion accurately to using IT systems that make administrative decisions faster and cheaper, while keeping internal and external communication transparent and accountable.

Who Should Attend:

• Communications managers and PR professionals, alongside senior directors and key administrative personnel
• Operations managers, project managers, board members and corporate executive directors
• Media, PR and business professionals, and officials in government and related administrative institutions
• Media college students and graduates, and anyone building expertise for a career in PR

What Participants Will Be Able to Do After the Course:

• Study public opinion and correctly trace where opinions and attitudes originate, using comprehensive surveys and interpreting their results
• Apply monitoring and measurement techniques to improve organisational image and culture, and use survey data to manage crises and build effective PR plans
• Plan and execute promotional and advertising campaigns, including Delphi-method forecasting
• Understand the rules that govern PR practice, and apply crisis management and rumour-control techniques
• Build core media skills — photography, video, news writing, design and press correspondence — while developing at least one area of real specialisation

Module 1: Excellence as a Strategic Choice for PR

• PR's role in influence, credibility and crisis management
• Ethics and code of conduct that govern professional PR practice
• What administrative and service excellence in PR actually looks like, and how to build a quality-driven work environment that encourages creativity

Module 2: Public Opinion: Elements, Significance and Strategic Pillars

• Understanding public opinion's elements, aspects and significance
• Major pillars connecting public opinion, PR and media strategy
• Communication models and theories behind opinion formation

Module 3: From Manual to Electronic Management

• Defining electronic management and its shift from manual to computer-based administration
• How it speeds up decisions and cuts costs through solid IT systems
• Covering internal and external communication, and driving transparency and accountability

Module 4: Media Literacy: From Concept to Contemporary Practice

• Introduction to media and how the concept has evolved
• Media's role in forming the public's mental image, including hidden information sources
• Contemporary and electronic media applications, and the shifts reshaping Arab media

Module 5: Designing and Running PR and Lobbying Campaigns

• Planning and organising PR campaigns from the ground up
• Dealing with media during lobbying campaigns, and PR strategy over the internet
• Practical training in managing PR and lobbying campaigns

Module 6: Evaluating Campaign Performance

• Common perceptions and issues in campaign management
• What makes a PR campaign genuinely effective
• Planning proper PR surveys, and applying campaign management operations and best practices from the real world

Module 7: Crisis and Risk Management

• Crisis and risk management fundamentals
• Communication crises specifically, and how PR strategies have evolved to handle them

Module 8: Building Media Skills That Set You Apart

• Core media skills: photography, video, news writing, design and press correspondence
• Why specialising and being creative in at least one of these skills matters for standing out

Module 9: Creative Thinking as an Engine for Administrative Excellence

• Stages, components and measures of creative thinking
• Using brainstorming to solve real PR problems
• Common obstacles to creativity and innovation, and how to work around them