Core Skills in Public Relations and Administrative Communication

Introduction

Nowadays, PR practitioners work across various sectors, including business, government, and nonprofit organizations. This public relations and communication skills course is designed to help you become effective in developing and managing communication efforts that promote your organization’s image.

By integrating key concepts and practices, the course provides invaluable insights into the field of communications and public relations, helping you master the art of public relations communication and elevate your organization’s messaging standards.

Objectives

By the end of this Public Relations Communication and Skills Course, participants will be able to:

• Learn the basic principles of communications and public relations.
• Design corporate communication strategies.
• Plan and implement successful media campaigns.
• Keep up with global trends and adhere to international communication and PR standards.
• Efficiently manage various elements of business communication while maintaining a positive company image through effective publicity.

Training Methodology:

• Interactive lectures
• Case studies
• Group discussions
• Personal reflection exercises
• Real-world media examples
• Expert guest speakers
• Media strategy development

Course Outline

Unit 1: Nature of PR, Media & Journalism Interrelationships

• Overview of communications and “public relations.”
• Six-point models for planning public relations campaigns.
• The role of media in PR campaigns.
• Media management processes for traditional and electronic relationships.
• Audience analysis and its components.
• Developing measurable communication efforts.
• PR campaign cost issues within budgets.
• Evaluating the success of a communication program using PR communication strategies.

Unit 2: Press Release Writing and Adherence to International Standards

• Differences in media handling.
• Distinguishing between press releases and news releases.
• Writing press releases according to the 6 Cs of communication.
• Complying with journalism’s truth code.
• Overview of the Public Relations Society of America (PRSA) and its values.
• Ethics in the public relations industry as outlined by the PRSA Code of Ethics.
• Balancing international PR standards with organizational interests.
• Observing the SPJ’s ethical codes for journalists.
• Understanding and measuring public opinion.
• Propaganda models of communication.
• Crisis management and media handling skills.

Unit 3: Business Communication and Its Integral Connection with Public Relations

• Corporate communication as part of the communications and public relations disciplines.
• Comparison between marketing communication and public relations.
• Internal audience management, including employee relations.
• Building consumer relations and effective customer relationship management.
• Handling multicultural community relations.
• Government or regulatory affairs.
• International relationships in PR.

Unit 4: Globalization and Its Effects on Public Relations

• Environmental, globalization, and technological impacts on PR.
• Understanding and effectively handling social networking sites.
• Business communication metrics in the multimedia environment.
• Events used by companies during PR campaigns: their importance, types, locations, and purposes.
• How companies use events to reinforce organizational messages, including launch parties for products or services.
• Corporate social responsibility (CSR): its meaning and relation to messaging.
• Building a supportive community around your core message.

Unit 5: Developing a Cohesive Campaign Theme and Execution

• Grasping the basic concepts of campaign development.
• Estimating PR necessity and conducting audience analysis.
• Designing a campaign or program with quality and theme as standards.
• Selecting the ideal approach for delivering your message.
• Running the campaign or program.
• Assessing the impact of the campaign or program on its target market.
• Ensuring that the core message is maintained at every stage.
• Understanding virtual campaign layout concerning participant catchment areas and occupational expertise.