Public Relations Excellence: A Skills-Building Course for PR Practitioners (Online / Remote)
1Summary
Every organisation's public image is shaped, day to day, by the people who represent it in the media, at events, and in front of decision-makers — which is exactly why the Arab British Fellowship Training Academy built this course around the practical toolkit a PR professional actually needs, not just the theory behind it.
Across the sessions, participants move between two connected tracks: the media side (photography, video, news writing, press releases) and the relationship side (protocol, etiquette, and how to read a room full of decision-makers). The course also treats reputation management as a discipline in its own right, showing how PR teams align organisational, managerial, and brand-level contacts into one consistent, value-based approach.
2Objectives and target group
Who Should Attend?
- Company directors and business owners looking to strengthen how their organisation is represented publicly.
- PR, media, and administrative staff working inside the public relations function.
- Diplomatic and protocol officials, along with conference and event organisers.
- Broadcasters, journalists, and media graduates starting out in the field.
- Anyone with prior communications experience who wants to formalise their PR skill set.
Knowledge and Benefits:
By the end of the course, participants will be able to:
- Combine core media production skills — photography, video, news editing, and press releases — into one practical workflow.
- Apply international etiquette and protocol standards, including how priority and precedence are handled between individuals.
- Read body language and situational cues in official forums to avoid missteps.
- Create a strong first impression and manage personal dynamics in high-stakes meetings.
3Course Content
Module 1: Why Media and PR Skills Matter for Organisations Today
- The evolving role of media management inside modern institutions.
- How media shapes public mental perception of an organisation.
- Preparing project plans for media and PR departments.
Module 2: From Concept to Practice — Media Production Essentials
- Introduction to media and how the field has evolved.
- News values that drive editorial decisions.
- Hands-on training on proper behaviour in field and crisis situations.
- Special skills of a successful TV reporter.
Module 3: Broadcasting and Advancing Press and Media Work
- Media broadcasting and the most effective methods for success.
- The role of media management in advancing press work.