Public Relations Training Course: Leveraging Media and Digital Technology
1Summary
A press release that used to take a phone call and a fax now moves through a livestream, a press portal, and three social feeds before lunch — and the PR team that cannot operate that machinery is already a step behind. Public relations has stopped being a purely interpersonal craft; it now runs on the same digital infrastructure that shapes media production itself.
This training course from the Arab British Fellowship Training Academy walks PR and media professionals through that shift: how modern information technology changed the tools of the trade, how e-management is reshaping day-to-day PR operations, and how the production skills once reserved for TV crews — camera work, editing, lighting, design — now sit inside the PR department's own toolkit.
2Objectives and target group
Who Should Attend
- Directors and owners of PR departments and media production companies.
- TV news and entertainment show producers, and editorial staff at TV stations.
- Broadcasters and newscasters across economic, political, and entertainment topics.
- Newsletter editorial staff and company managers seeking stronger media management skills.
- Media college students and graduates, and anyone building a career in PR department management.
Program Objectives
- Apply e-management principles to day-to-day PR and administrative operations.
- Master etiquette, protocol, and the professional arts of speaking, listening, and discussion.
- Build working knowledge of media production skills: photography, video, news writing, design, and press correspondence.
- Use electronic PR tools to serve clients faster under constantly shifting market conditions.
- Set a strategic vision for the PR department under global competition and evolving technology.
3Course Content
Module 1: Why Technology Is Reshaping the PR Profession
- How information technology evolved and why today's era depends on it more than any before.
- The shift from traditional to electronic PR, and the growing role of the internet in the profession.
Module 2: Building Blocks of Modern PR Management
- How PR links an organisation to its external public through shared, two-way communication.
- Creative-thinking strategies for engaging the public and handling client interactions.
- Positioning PR for the future while reading its present reality under global competition.
Module 3: Professional Conduct, Etiquette and Interpersonal Skills
- Etiquette, protocol, and professional manners in official and client-facing settings.
- The art of speaking, listening, and discussion — including dealing with superiors and subordinates electronically.
- The psychology of dealing with others in a PR context.
Module 4: Digital Tools for Running PR Operations
- Electronic scheduling, planning, and meeting management to raise team efficiency.
- Digital correspondence and archiving of administrative and commercial communication.
- Modern programs and mechanisms for developing PR work, with examples of successful global e-management practices.
Module 5: Media Production Skills for PR and Communication Teams
- Modern technologies in TV production, and how camera, lighting, and decoration work have evolved.
- How advances in TV engineering and editing (montage) technology affect editorial departments.
- Applying photography, video, news writing, and design skills inside a PR role.