The British Academy for Training and Development offers this course for a comprehensive exploration of the field of public relations and the foundations of media management. Participants will learn about the role of public relations in shaping and enhancing the image of institutions and their communication with the public and the media. The content will address a variety of basic concepts and skills in the field of public relations, media, and media marketing. The course aims to provide participants with the knowledge and skills necessary to work in the field of public relations and the media industry efficiently and effectively.

Who Should Attend?

• Senior managers or leaders who establish and manage performance management and/or measurement programs and systems.
• Managers, planners and analysts who are part of the strategic planning and management team and seek the best practical ideas to improve organizational performance.
• Employees assigned to plan, develop, or improve dashboards, KPI scorecards, business processes, or manage the program and project management portfolio and other measurement systems.
• Managers, planners and analysts who are involved in determining performance measures or complying with regulatory reporting and other requirements.
• Budget analysts who need performance information to formulate budgets and evaluate programs.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understanding the concepts and foundations of public relations and its role in achieving the goals of institutions.
• Acquire strategic planning and crisis management skills in the field of public relations.
• Developing the capabilities of effective communication with the media and managing relations with journalists.
• Understanding the foundations and tools of media marketing and using them to promote institutions and brands.
• Acquire skills for effective management of events and media campaigns.
• Develop the ability to evaluate the performance of public relations and media strategies and campaigns.

• Introduction to public relations and media
  • The concept of public relations and its development.
  • The role of the media in public relations.
  • The importance of public relations in institutions and organizations.
• Strategic planning for public relations
  • The basics of strategic planning and their application in the field of public relations.
  • Analyze the organization's external and internal environment to determine goals and target audiences.
  • Develop effective strategies and action plans to achieve public relations goals.
• Effective communication strategies
  • The art of communication and its foundations.
  • Develop effective communication plans.
  • Analyze the audience and identify key messages.
• Managing crises and media pressures
  • The concept of crises and their types.
  • Crisis management strategies in public relations.
  • How to deal with the media in situations of pressure and crises.
• Media marketing and media relations management
  • Foundations of media marketing and strategies for promoting the brand through the media.
  • Public relations techniques with the media and journalists.
  • Managing media relations and achieving effective communication with the public.
• Effective management of events and media campaigns
  • Planning and organizing promotional and media events.
  • Event management and promotion strategies to achieve public relations objectives.
  • Evaluate the performance of media campaigns and events and improve them based on the results.
• Digital PR
  • The role of social media in public relations.
  • Managing digital campaigns and analyzing their results.
  • Communicate with the public via the Internet.