Certified Public Relations Professional

Courses Syllabus

Introduction

Who should attend:

Managers, supervisors and officers experienced in public relations.  Other key personnel whose work involves contact and interaction with the internal/external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this program. 

Objectives

• Describe the functions of Public Relations (PR) in a changing environment.
• Practice the key communication skills and techniques essential for performing their PR  duties.
• Recognize how to communicate effectively with the internal and external publics of the organization.
• Identify the role of a PR professional in supporting the image and reputation of the organization.
• Plan and execute a press conference.

Content

PR in a Changing Environment

• The Origin and Development of PR
• Definitions, Scope and Objectives
• New Roles and Perspectives 
• The Role of PR in Building and Supporting the Image of the Organization

The Functions of PR

• Planning and Organizing the Activities of PR  
• Ingredients of Successful PR Planning
• Main Qualities of PR Professionals
• PR Position in the Organization

PR and Communication

• Communicating with the Internal and External Public 
• Overcoming Barriers in Communication
• Non Verbal Communication
• The Communication Abilities for PR Professionals

The Role of PR Professionals in Dealing with the Internal and External Public

• Understanding Difficult Personalities
• Dealing with Difficult Personalities

Verbal Communication Skills

• Kinds of Verbal Communication 
• How to Prepare for a Presentation/Speech 
• Rehearsing Your Presentation/Speech 
• Verbal and Non Verbal Skills while Presenting

Written Communication Skills

• Types of Written Communication
• Effective Writing Skills: Memos, Letters and Emails
• Writing and Producing Newsletters
• Designing and Producing Brochures
• Preparing Articles for Magazines

Press Conferences

• Why Conduct a Press Conference
• How to Conduct a Press Conference
• How to Prepare a Press Release
• Dealing with Questions During a Press Conference
• Preparing and Circulating the Press Clippings