Total Quality Management (TQM) in Public Relations and Customer Service

Introduction

All institutions and companies strive to attract more customers and beneficiaries. Achieving this goal requires a deep understanding of the market, followed by the development of products or services tailored to meet its needs. The marketing phase is crucial, and effective public relations play a vital role in presenting these products or services in the best possible light.

The TQM in Public Relations and Customer Service program is specifically designed to enhance the skills and competencies of Public Relations Managers. It offers comprehensive training modules that focus on building positive relationships both within and outside the organization. These relationships are grounded in scientific principles that consider the organization's reputation among employees and the wider community.

The program also equips participants with practical communication techniques essential for relationship-building, which can improve the organization's internal structure through both formal and informal channels. Additionally, participants will gain expertise in making impactful presentations and developing negotiation skills necessary for establishing partnerships with relevant organizations.

Objectives

Upon completion of this course in TQM in Public Relations and Customer Service, participants will be able to:

• Analyze the firm's internal structure and develop strategies to enhance internal relations.
• Create effective communication and partnership strategies with relevant external bodies.
• Identify employee challenges and design integration programs tailored to their needs.
• Deliver persuasive presentations and engage in dialogue to form strategic alliances.
• Develop communication strategies and influence mapping techniques that enable PR staff to perform their roles effectively.

Training Methodology

• Instructor-led presentations
• Case studies
• Group discussions
• Role-playing exercises for communication
• Workshops on strategy development
• Problem-solving sessions
• Peer feedback activities
• Self-assessment exercises
• Continuous assessment with real-time feedback
• Action planning workshops

Course Outline

Unit 1: Public Relations Management

• Public relations objectives
• Internal relationships within enterprises
• Personal attitudes toward oneself and others
• Foundations of public relations building
• The role of media in public relations
• Public relations with competing institutions
• Public relations values
• Monitoring and measuring communication within the organization
• Information transmission channels
• Mind mapping and information filtering
• Planning to build distinctive organizational relationships

Unit 2: Communication and Impact Strategies

• Five dimensions of communication
• Activating communication networks
• Administrative communication systems
• Overcoming communication obstacles
• Communication skills versus hierarchical structures
• Behavior, environment, and hierarchy
• Harmony and cross-matching in communication

Unit 3: Receptionist Skills

• Auditory communication skills (The Art of Listening)
• Telephone etiquette
• Planning and executing calls

Unit 4: Building a Solid Internal Network

• Formal vs. informal relationships
• Hot Group (HG) dynamics
• Relationships between bosses and employees
• Building job satisfaction surveys
• Preparing new employees to integrate into the work environment

Unit 5: Segmentation Strategy

• Public segmentation
• Detailed segmentation
• Analog segmentation

Unit 6: Presentation of Commercial Offers

• Creating engaging presentation designs
• Speech elements that influence audiences
• Techniques for addressing various audience types
• Motion display techniques
• Influence techniques through voice activation
• Modern display methods
• Forming agreements with other organizations
• Supervising conversations and debates

Unit 7: Ability to Deal with People and Motivate Them

• Managing awkward situations
• Artistic approaches to relating to others
• Understanding the purpose of misbehavior
• Analyzing human motives
• Social systems as organizations
• Needs as drivers of action
• Psychological and non-psychological motivation
• Freedom vs. control
• The Self-Leadership Model