Ceremonies are no longer mere formalities — they are a language that reflects an institution's identity and values, and in an era where first impressions carry more weight than ever, that language increasingly determines whether an organisation is seen as credible both locally and internationally.

The Arab British Fellowship Training Academy built this programme, Modern Management of Public Relations, Ceremonies and Protocol, to give participants a complete, practical view of how institutional image is managed, official relations are organised, and professional communication is delivered effectively.

Participants leave equipped to handle formal contexts, interact intelligently with the media, and apply the right protocol for each situation — becoming a distinguished representative of their institution and a leader in corporate communication.

Knowledge and Benefits — after completing the programme, participants will be able to:

• Understand and apply the principles and rules of protocol and etiquette in public relations.
• Apply modern practices in public relations and master the skills required for effective communication and media relations.
• Follow contemporary rules for successful PR planning and managing VIP interactions.
• Practise the essential principles of etiquette, protocol and formalities, and handle situations requiring familiarity with them.
• Plan public relations activities and measure the resulting responses and impact.
• Apply the fundamentals of welcoming and bidding farewell to visitors during official and non-official events.
• Recognise the importance of behavioural skills in greeting, introductions and social courtesies.

Who Should Attend?

• Institution and company directors.
• Public relations managers and staff.
• Protocol and ceremonial managers.
• Media professionals.
• Anyone interested in the art of dealing with others.

Module 1: Protocol, Etiquette and PR — Setting the Foundations

• The difference between public relations, protocol and etiquette.
• The role of public relations in enhancing an institution's image.
• The importance of protocol in official events.

Module 2: Building an Effective PR Strategy

• Building an effective public relations strategy.
• Media communication: dealing with the media.
• Using social media platforms in public relations.

Module 3: Mastering Protocol and Etiquette in Practice

• Basic principles of protocol and etiquette in official events.
• Dealing with public figures and official delegations.
• Prioritisation and sequencing in protocol and etiquette.
• Protocol in official visits and international relations, and the difference between local and international protocols.

Module 4: Managing Official Events and VIP Relations

• Planning and organising major events (conferences, receptions, seminars) and coordinating logistical arrangements.
• Managing politically or diplomatically sensitive events.
• Respecting protocols for VIPs, introducing guests and providing appropriate reception.

Module 5: Institutional Communication and Media Events

• Drafting press releases and announcements.
• Handling media relations and crises, and building positive relationships with the press.
• Organising press conferences and media events, defining key messages, and coordinating between teams.

Module 6: Communication Skills, Crisis Handling and Digital Protocol

• Methods to improve verbal and written communication and build trust with internal and external audiences.
• Managing conflicts, resolving issues and maintaining composure during official events.
• The impact of social media on organising events and managing digital coverage of protocol and etiquette.