Technical PR skills can be taught in a few sessions, but knowing where the ethical line sits — in a crisis, a negotiation, or a conversation with a difficult VIP — is what actually protects an organisation's reputation over time. This Professional Ethics for PR and Protocol Officers course from the Arab British Fellowship Training Academy is built around exactly that judgement.

Public relations manages how information flows between an organisation and the people it deals with — the public, investors, partners and employees — with the goal of building trust around its leadership, products and decisions. Because PR practitioners often work without enough visibility, understanding, or funding support, this programme pairs practical protocol and etiquette skills with the ethical foundations that keep PR credible in the first place.

After completing the programme, participants will be able to:

• Apply modern concepts of the role of PR and media inside and outside the organisation.
• Understand the dynamics of dealing with different people and personalities professionally.
• Develop the personal and behavioural skills needed for ethical, effective communication.
• Manage PR departments in line with clear professional and ethical standards.
• Organise official gatherings, banquets, and meetings according to accepted etiquette rules.
• Recognise the traits and behaviour patterns of VIPs and adapt their approach accordingly.

Who Should Attend?

• Managers of companies and enterprises across sectors.
• Business owners and shareholders developing their media management skills.
• Staff working in public relations, protocol, and diplomatic sectors.
• Protocol officers responsible for organising conferences.
• Media college students, graduates, and experienced communications professionals.

Module 1: Ethics as the Foundation of PR Practice

• The modern concept of professional ethics in public relations, its functions and objectives.
• Distinguishing PR from advertising, promotion, and business activation.
• The behavioural skills and personal qualities expected of a PR practitioner.

Module 2: Communication Levels and Public Opinion

• Levels and systems of communication and their importance in PR and media work.
• Types of communication — personal, interviews, seminars, conferences, and mass media — and how each is used in PR and advertising.
• Measuring public opinion using quantitative and descriptive methods, and planning PR programmes based on the results.
• Analysing complaints and audience reactions to refine communication strategy.

Module 3: Protocol and Event Management

• The etiquette of ceremonies and official parties, and how to evaluate their effectiveness.
• Foundations and rules for organising banquets, meetings, and seminars.
• Preparing invitations and official correspondence, and reception and farewell etiquette.

Module 4: Leading and Developing the PR Team

• Organising work and defining job roles within a PR department.
• The administrative, behavioural, and media-related qualities of an effective PR manager.
• Motivating and building a strong, cohesive PR team.

Module 5: Reading and Engaging VIP Personalities

• Understanding human nature and needs and how they shape behaviour.
• Recognising the traits and behaviour patterns of VIPs, including official titles and forms of address.
• The art and importance of protocol in supporting successful engagement with senior figures.