Cambridge
Academy
In London

Course Duration: Five training days

Course Language : Arabic or English

Include:

- Scientific Article with Tab

- Workshops

- Reception and farewell at the airport

- Daily lunch

- Café break

Target Groups:

This course is aimed at employees of public relations departments and all professionals responsible for promoting a positive image of their organizations.

Program Content:

Overview of public relations concepts: 

- Public Relations: Definitions and Concepts

- Public relations stakeholders

- The elements of public relations 

- Key differences between PR and advertising

Develop and implement a public relations plan:

- Public Relations Plan: Definition and Needs

- Characteristics of the PR plan

- Situational analysis: "SWOT" (strengths, weaknesses, opportunities and threats)

Target Audience:

- Purpose (what are we striving to achieve?)

- Objectives (what should be done?)

- the main messages: simple and descriptive <

- Strategy (methods and methodologies for achieving objectives)

- Making plans (deadlines and cost)

- Time frame and responsibilities

Contributions of public relations and strategic management campaigns:

- Public Relations and Strategic Management

- following a Strategic methodology

- What can PR achieve?

- Indoor environment and external environment

- Administrative issues

Use of public relations media in disaster management:

-  Definition and identification of disasters 

- Remember the rules when disasters strike

- Stages of the disaster

- Disclosure principle

- The principle of symmetrical communication

- The principle of relationships

- Principle of accountability

The importance of the institutional image:

- Public opinion (attitudes, opinions and actions)

- Forming an institutional image

- Organizational image management variables

- Reputation and Corporate Image Management

- From identity to reputation

- Relationship Management

Measuring the effectiveness of public relations:

- Purpose of evaluation (outputs and outcomes)

- Evaluation (process and objectives)

- Compare goals with results

- Metrics (production, exposure)

- Weaknesses of the traditional style

- Measurement techniques.