Course Objectives

• Familiarizing participants with modern concepts of public relations and media and their role in building close relationships at
• Internal and external level of institutions.
• Sensitizing participants to recent trends in public relations and developing their skills to play the roles and contemporary
• Practice of public relations.
• Enabling participants to acquire the effective negotiation skills, how to deal with crises and to generate opposition public
• Opinion and how to dismantle them.
• Enabling participants to acquire the skills to organize public relations, to practice effective communication relationships and
• To have a strong media presence.
• Practising the protocol rules, ceremonies and etiquette in accordance with sound standards.

Course outline

Managing public relations and media under global variables

• Modern concept of public relations under modern variables.
• New global transformations and their implications for public relations practices.
• Factors that have led to the need for public relations with organizations.
• The functions, objectives and importance of public relations within and outside the organization.
• Media performance strategy in the field of public relations.
• Defining the appropriate strategy for public relations activities.

Regulatory dimension and communication strategies in public relations

• Organizing the work of international public relations.
• The need for strategic organizing of the public relations function.
• Methods of organizing the regulatory liaison sections of the public relations management.
• Application models to regulate public relations management according to the size of the organization.
• Communication, public relationship, and communication process elements.
• Various communication patterns and skills of dealing with them.
• Tools of communication and relations with the public.

The roles of public relations and media officials

• The role of public relations officials in crisis and disaster management.
• The role of public relations officials in rationalizing administrative decisions.
• The role of public relations officials in achieving administrative development.
• The role of public relations officers in achieving the effective management of meetings, symposiums and conferences.
• The role of public relations officers in improving the regulatory environment.
• The role of public relations officials in rationalizing the management of the regulatory conflict
• The role of public relations officials in improving the image of the organization..
• The role of public relations officials in influencing the design ideas of media campaigns.
• The role of public relations officials in effectively dealing with public opinion during media campaigns.

Mechanisms dealing public relations with crises

• The necessity and importance of dealing with media during a crisis.
• Considerations that must be taken into account when dealing with media.
• Identifying and providing training for spokesperson or spokespersons.
• Forming public opinion in support of media campaigns.
• Organizational response to the crisis.
• The public relations process is an integrated system.

Rules for the dismantling of dissenting public opinion

• How to dismantle public opinion opposing media campaigns.
• Means of dismantling opposing public opinion.
• Creating contradictions in opposing public opinion.
• Effective negotiation skills for public relations officials.

Public relations officials, protocol rules, ceremonies, and etiquette

Who Should Attend?

• Heads of sectors, managers and supervisors of international relations, public relations, media and communication in
• Ministries, governmental and mixed bodies and private companies, those who are prepared to assume these positions, and
• Those who wish to develop their public relations and media skills