Public Relations Management

Courses Syllabus

Course Overview

This dynamic Public Relations Management course is designed to equip participants with practical tools and commercial insight for managing the reputation and image of organizations and brands. With a blend of theory and modern media practices, participants will be empowered to transform communications strategies, manage stakeholder relationships, and engage effectively through traditional and digital platforms.
Participants will also engage in a final action planning session to help implement the learned techniques back at work, with access to post-course support for up to six months.

Learning Objectives
By the end of the course, participants will be able to:

• Understand the foundations and evolution of public relations.
• Build and manage strong internal and external communication strategies.
• Effectively handle media interactions and press strategy
• Strengthen corporate reputation through stakeholder engagement.
• Leverage social media to enhance PR impact and audience reach.
• Develop tailored PR campaigns and measure stakeholder perception
• Craft and execute action plans for real-world application.

Course Agenda

Day One

Foundations of PR Communication

• Origins of Public Relations
• Internal and External Communications
• Relationship Management in PR
• Understanding Traditional and Digital Channels
• Media Relations and Press Strategy

Day Two

Media Handling and Influence

• Best Practice in Public Relations
• Engaging with Editors, Journalists, and Influencers
• Developing Effective Interview Techniques
• Identifying and Leveraging PR Opportunities
• Corporate Reputation and Stakeholder Engagement

Day Three

Reputation and Perception

• Building and Sustaining Reputation
• Measuring Stakeholder Perceptions
• Conducting Attitudinal Analysis
• Enhancing Corporate Image
• Public Relations for Change and Crisis Management

Day Four

Social Media in PR

• The Social Media Landscape in PR
• Exploring Platform Functionalities and Strategy
• Social Media Content Planning and Execution
• Growing Your Audience, Followers, and Supporters
• Integrating Online Reputation into PR Strategy

Day Five

Review and Action Planning

• Summary of Key Learning Points
• Action Planning Workshop
• Post-Course Support for Implementation