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Dubai 5 October 2026
Training Programme

Public Relations: Strategy, Media, and Digital Communication

1Summary

The rules of Public Relations have not stayed still. A press release used to be the centrepiece of a PR strategy; today it sits alongside social media management, influencer partnerships, real-time crisis response, and online reputation monitoring — all happening at once, often in public view. Professionals who only know the traditional playbook are increasingly at a disadvantage.

This intensive 26-week programme from the Arab British Fellowship Training Academy builds PR expertise from the ground up and brings it fully into the digital age. Participants work through campaign planning, media relations, crisis communication, digital and social PR, ethics, and career-building skills — combining theory with hands-on application through a capstone project.

2Objectives and target group

Who Should Attend?

  • PR professionals looking to deepen their knowledge and skills
  • Marketing and communication specialists who want a comprehensive understanding of PR
  • Career changers aspiring to move into Public Relations
  • Business leaders and entrepreneurs seeking to use PR for growth and brand reputation
  • Students and recent graduates building a career in PR

Knowledge and Benefits

By the end of the programme, participants will be able to:

  • Master the core concepts, theories, and models of Public Relations
  • Plan and execute strategic PR campaigns tailored to different audiences and goals
  • Build strong media relationships and handle media inquiries and press releases
  • Manage PR across digital platforms, including social media and online reputation
  • Prepare for and manage crisis communications effectively
  • Apply the ethical and legal standards that govern the profession
  • Use current trends, technologies, and measurement tools to sharpen PR practice
  • Lead PR teams and projects, and build a professional portfolio and personal brand

3Course Content

Module 1: Foundations and Theory of Public Relations

  • History and evolution of PR, and its role in modern organisations
  • Key theories and models and how they apply to PR strategy

Module 2: Planning Campaigns for Real Audiences

  • Elements of a successful PR campaign and setting objectives
  • Identifying, understanding, and segmenting target audiences
  • Tailoring messages to different audience segments

Module 3: Media Relations, from Fundamentals to Advanced

  • Building relationships with journalists; writing and distributing press releases
  • Advanced techniques for engaging the media and handling complex enquiries

Module 4: Digital and Social PR

  • Leveraging social media platforms and crafting engaging digital content
  • Monitoring and managing online presence and reputation
  • Responding to negative online feedback

Module 5: Crisis Communications

  • Preparing for and managing PR crises, with case studies of successful responses
  • Practical crisis-scenario simulations and developing crisis communication plans

Module 6: Internal Communication, CSR, and Public Affairs

  • Strategies for effective internal communication and employee engagement
  • Integrating corporate social responsibility into PR strategy and communicating it to stakeholders
  • The role of PR in public policy and effective lobbying strategies

Module 7: Events and Integrated Marketing Communications

  • Planning, executing, and measuring the success of PR events
  • Aligning PR with marketing strategy and cross-functional communication

Module 8: Global, Ethical, and Legal PR

  • Managing PR in a global context and cultural sensitivity in international PR
  • Ethical considerations and the legal aspects of Public Relations

Module 9: Strategic Writing and Stakeholder Engagement

  • Advanced writing skills for persuasive, informative PR content
  • Engaging with influencers and key stakeholders, and building lasting relationships

Module 10: Measuring Impact, Trends, and Specialised PR Fields

  • Tools and techniques for measuring PR effectiveness and evaluating campaign impact
  • Keeping up with emerging trends and leveraging new technologies
  • Exploring niche PR fields — sports, entertainment, health — and adapting strategy by industry

Module 11: Leadership and Personal Brand in PR

  • Leadership skills for managing PR teams and departments
  • Building a personal brand and effective professional networking

Module 12: Capstone Project

  • Developing a comprehensive PR campaign proposal
  • Implementing, presenting, reviewing, and evaluating the capstone project

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Public Relations: Strategy, Media, and Digital Communication