Course Overview

This course provided by the British Academy for Training and Development, examines and focuses on the nature of Public Opinion as a concept, and evaluates the process of political formation, the related theories and Media to increase understanding of how people shape their opinions, and how to effectively communicate with them to urge the public to translate these views into the targeted perceptions.

The course will discuss how to visualize and accurately evaluate Public Opinion, and how public opinion will influence the development of different policies and techniques to take advantage of public opinion and media relations to positively influence the results of the overall public relations process.

The course also considers various issues and Crisis Management topics through a systematic public relations perspective, depending on the life cycle of many cases, Persuasion Theory, and external and internal focus on management of the best interests of both the environment and consumers. This course provides practical experience in problem definition, planning, and strategic analysis. The main focus of this course would involve current PR issues or crises at the local, national, and international levels.

Public Relations have authority over corporate social responsibility through the Cases Management Function and responsibility for corporate reputation, which necessarily means helping to change organizations to achieve new sustainability agendas. Public relations contribute to the effectiveness of organizations by improving organizational relationships and facilitating public talks and discussion. This course offered by the British Academy for Training and Development helps participants develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills.

Who should attend? 

• Directors and owners of PR Departments and Media Production companies.
• Communications Managers and PR professionals.
• Senior Management Officers and Key Administrative Personnel.
• Operation Managers and Project Managers.
• Corporate Board of Directors and Executive Directors.
• Professionals working in the fields of Media, Public Relations, and Business.
• Officials working in governmental institutions and other related administrative establishments.
• Senior Public Relations Managers, Communications Managers, Agency Account Managers, and Government Communications Managers.
• People who are interested in managing public relations and institutional reputation.
• Brand managers and people interested in trademarks.
• Staff engaged in marketing and corporate communications.
• Communication staff in non-governmental organizations and the public sector.
• People involved in brand communications in the private sector.
• People involved in service industries such as hotels, banks, and retail.
• People who are reclassifying or activating the company's brand.

Knowledge and Benefits:

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

• Studying Public Opinion through a wide range of topics.
• Proper determination of where public opinions or attitudes come from.
• The ability to conduct Comprehensive Surveys on the course related topics.
• Learning how to interpret the results of surveys and the best usage of such data and information, to manage crises, and to develop PR plans that lead to positive results.
• How to convert survey data, into understandable and self-explanatory information.

Course Content

• The concept of Public Relations.
• Objectives of Public Relations.
• PR strategies and activities.
• The role of Public Relations in Organizations’ management.
• The Role of Public Relations in Change Management.
• The role of Public Relations in introducing a brand or product.
• Public Relations and its critical link to manage communications between a firm or person and its publics.
• How the PR Plan supports the process of achieving organizational objectives.
• Understanding the various elements and aspects of Public Opinion.
• The significance of Public Opinion.
• Major pillars of Public Opinion, Public Relations, and Media Strategies.
• Working with decision makers in the organization: Executive Committee and Chief Executive Officer, the relevant power and authority in relationships.
• Develop PR Strategy, Organizational Diagnostic Techniques "ODT", and conduct Communications Control to develop plans that support the strategic planning process.
• Running PR Department: the most effective KPIs to be used "Key Performance Indicators".
• Public Relations' Impact on Public Opinion & Attitudes.
• Communication and Public Relations.
• Importance of Public Relations Experts.
• Public Relation Skills.
• Types of Public Relation Tools.
• Models of Public Relations.
• Advertisements and Public Relations.
• Methods of enhancing an organization’s reputation.
• The use of media in influencing Public Opinion.
• How to increase brand awareness?
• Crisis Communication: managing a company’s reputation when negative news is public, formulate a response and ease the damage.
• Internal communications: communicating within the company itself, employee relations.
• Media relations: building and maintaining close relationships with the news media.
• Social Media/Community Marketing: leveraging social media marketing to distribute messages to desired target audiences.
• Practical workshops and group discussions.