RATIONALE
Every organisation is bound to change its service strategies at one point in time or another especially when it comes to how, what and where companies communicate and build relationships with their clients. Public Relations (PR) is the management through communication, of perceptions and strategic relationships between an organisation and its internal and external stakeholders. While the face of Public Relations (PR) has changed significantly over time, its basic definition remains more or less constant, as it is not the purpose of public relations that has changed, but rather the “tools of the trade” through which it operates thereby presenting many new opportunities and also many challenges.
The field of PR involves a variety of programmes designed to promote and/or protect an organisation’s image. Public Relations can also be used to promote people, places, ideas, activities and even nations. Therefore, this course will help its participants understand the principles of public relations, the background knowledge and practical skills to promote and strengthen a public brand image, as well as develop influential relationships with stakeholders and the media, within the context of the changing modern communications landscape.
LEARNING OBJECTIVES:
Personality Assessment Test: We conduct Personality Assessment Test on all our Course participants to help them understand their personality traits and dispositions.
At the end of the programme, participants in addition, should be able to:
- Understand the importance of effective PR in advertising and sales in an organisation
- Apply the basic elements of Planning and Research to strategic PR in Advertising, Sales, Marketing and Business Communications
- Identify the Ethical and Legal dimensions of working in the PR sector
- Discuss the Nature and Challenges of PR
- Apply the Principles of Persuasion and Conflict Management in PR
- Adapt Strategies and Tactics of PR to fit diverse audiences and clients
- Use resources to ensure accurate grammar, spellings, and punctuations are in PR
COURSE CONTENT
- Introduction to Public Relations (PR)
- Introduction to PR Tools and Practices
- PR Strategies and Tactics
- Internal PR: Strengthening the organization
- External PR: Building the organization
- Lobbying: Building Strategic Alliances
- Online Public Relations (Web PR)
- PR and Social Media
- Crisis and Reputation Management
- Measuring, Tracking and Evaluating PR activities
- Creating a Public Relations plan (PR Plan)
TARGET AUDIENCE
Employers, PR Managers, PR Officers of the Public and Private sector, Marketers, and Anyone engaged in PR services.