Contemporary Global Trends in Public Relations and Corporate Communication

INTRODUCTION

In the contemporary setting, the growing workforce in many organizations has heightened the need for effective internal communication. Employees serve as the face of an organization and speak on its behalf to various public audiences. If internal communication breaks down, even strong public relations efforts may not be able to maintain a positive image, leading to inappropriate representation by individuals.

An employee’s knowledge about their organization and enthusiasm for its objectives and policies are critically linked. The Public Relations Department plays a key role in strengthening these connections by enhancing internal communications.

Public relations professionals must stay updated with emerging trends, as the business environment is constantly evolving. Recent developments in public relations suggest that digital technologies will become increasingly integrated into strategic plans.

This Future Trends in PR and Corporate Communication course will explore these cutting-edge issues, examining how public relations and corporate communication are becoming more closely intertwined. Additionally, the course will demonstrate how advanced knowledge of public relations and corporate communications can help develop effective strategies.

Differentiating between corporate communications and public relations allows participants to fully leverage the potential of both disciplines. During this course, participants will learn to recognize the decisive role of public relations within media houses, crafting messages that resonate in today’s globalized world.

OBJECTIVES

• Gain a comprehensive, up-to-date understanding of public relations management.
• Conduct a literature review on the diverse applications of PR.
• Explore contemporary trends in content analysis and their relevance to advertising.
• Identify new responsibilities and tasks that could be assigned to public relations or media agencies.
• Understand the protocol considerations tied to public relations and media operations.
• Integrate the institution's technical and administrative skills using PR techniques.
• Learn current methods for organizing PR campaigns.
• Develop working plans for mass-media promotion and organizational communication.
• Engage in comprehensive strategic planning for public relations and media within their institution.
• Forecast public relations trends and media production.
• Master the art of producing print media materials, including design and creative direction.
• Produce content for radio or TV media.
• Evaluate the quality of media production done by PR agencies.
• Employ innovations and transformations in the PR and mass-media fields.
• Utilize communication technology, focusing on its impact on the PR industry.
• Formulate, modify, and implement the image associated with PR.
• Incorporate trained social work agents into the company’s public relations efforts.
• Define the qualities required for professionals in the PR field.
• Gain on-the-job training in marketing and journalism.
• Manage crises effectively in public relations and mass media.
• Learn media coverage procedures for significant events.

TRAINING METHODOLOGY

• Lectures by Experts
• Case Study Analysis
• Interactive Workshops
• Group Discussions and Debates
• Simulation Games and Role-Playing
• Peer Review and Feedback
• Media Analysis Exercises
• Trend Projection Exercises
• Research Work and Presentations

COURSE OUTLINE

Unit 1: The Concept of Public Relations and Its Role in the Institution

• Administrative Concepts in Advertising & Public Relations
• Key Facts about Successful Figures in Public Relations and Advertising (from literature and articles)
• Roles and Functions of Public Relations and Advertising
• Advantages of Modern Public Relations Organizations and Media

Unit 2: Attributes of Successful PR and Media Managers

• Effective Communication with Managers
• Problem-Solving in Complex Relationship Issues
• Persuasion Skills and Media Crisis Management
• Planning Media/Public Relations Programs

Unit 3: Etiquette and Protocol in Public Relations

• Concepts of Etiquette, Ritual, and Protocol
• Managing Meetings, Banquets, Parties, and Car Rides
• The Art of Communication Etiquette
• Methods for Constructive Criticism

Unit 4: Management and Planning of Media and Advertising Campaigns

• Latest Concepts in Public Relations Campaigns and Their Implementation
• Planning and Running Public Relations Campaigns
• Types of PR Program Planning
• Basics and Stages for Evaluating PR Campaigns

Unit 5: Public Relations/Media Correspondence

• Sponsoring Seminars and Press Conferences
• Managing TV Debates, Radio Interviews, and Press Engagements (UK Curriculum)
• Managing Public Relations Operations through Internet Technologies
• Organizational Crisis Management via Print Newsroom Practices

Unit 6: Public Relations’ Strategic Plan in the Media

• Benefits of Strategic Planning in PR and Media
• Planning Inputs for Public Relations and Media Strategies
• Steps and Elements of Public Relations Strategic Planning
• The Role of Public Relations and Media Strategy Planning in Organizations
• Guidelines for Successful PR and Media Strategic Planning

Unit 7: The Relationship Between the Communication Skills of Media Workers and the Skills of the Target Audience

• Controlling Skill Performance Levels of Mass-Media Professionals in Journalism
• Rules for Enhancing the Effectiveness of Mass-Media Messages

Unit 8: Factors Affecting the Efficiency of Using the Media

• Media Skills Required for Effective Interaction with Media
• Determining Media Investment Needs for Influence
• Skills for Evaluating Media Performance Sequentially

Unit 9: Rules Governing the Production of Media Materials: Basic Elements of Landscape Design

• Print Design and Assembly Skills

Unit 10: Rules Governing the Production of Audiovisual Media Materials

• Competition Elements and Exclusivity in Audio and Video Media
• Factors Increasing the Efficiency of Different Radio Formats
• Conditions for Effective Audiovisual Production

Unit 11: Effective Skills to Influence Public Opinion

• Key Factors Determining the Presence or Absence of Public Opinion
• Factors Influencing Public Opinion
• Media Skills Strategies for Influencing Public Opinion

Unit 12: Use of Information Technology in Public Relations and Corporate Communication

• Efficiency Criteria for Information Technologies and Their Impact on PR
• Opportunities and Threats of Information Networks
• Principles of Web Page Design for Advertising in International Information Networks
• Compiling a Database for PR
• Designing a Homepage for Public Relations on an International Information Network