Public Relations have been always communicated through the media to reach a large public audience, on the national or international levels, and still are. The emergence of social media in the 21st century has given the rise to another opportunity and a greater complexity for professionals in their quest to reach a large segment of masses and methods to develop strong relationships with Public Audience.

This course, provided by the British Academy for Training and Development, examines how public relations employees work with traditional media by sending important media messages to attract public attention. In addition to the role of social media in revolutionizing the process of communication, trainees will learn how to connect communities to the Internet, identify influencing people, create intellectual leadership, improve content for search engines, and measure the performance of social media alternatives.

The British Academy for Training and Development provides this course to the Public Relations officers, Marketing and Media Professionals.

How will participants benefit from the course?

• Descripting the great advantages of the Media and its relation to the area of Public Relations.
• Explaining contradictory theories in communication and persuasion with 4 models of Public Relations and ethical implementation of Public Relations programs.
• Identifying news topics and writing media material to be provided for reporters.
• Planning and implementing publicity activities in support of the mission and objectives of the organization.
• Developing policies for media interviews and spokespersons.
• Monitoring and evaluating media coverage.
• Applying techniques to maintain trends and developments in social media and communication technology.
• Developing innovative public relations strategies using social media and social networking sites.
• Creating better content for search engines, and create content for topics that are likely to drive wide search traffic.
• Monitoring social media sites, social networks, and connecting with communities through effective response on their comments and feedback.

• The strategic purposes of advertising - interactive or proactive - media relations policy, the structure and nature of the media, options to reach the public, a program to determine the role of the media, and the function of newsrooms.
• Communication theory, public relations models, the nature of persuasion, ethics of media relations.
• News gathering, news views, news writing, and storytelling.
• Press releases, fact sheets, background information, production of media kits and visual materials.
• Promotional techniques for media and correspondence.
• The roles of official speakers and media interviews.
• Monitoring, analyzing, evaluating and advertising in the media and conversations via social media.
• Social media and their application in the practice of public relations.
• Rules of engagement between public relations and communities created by social media.
• Blogging, Twitter, and social media releases.
• Social Networking as a Public Relations Tool: Facebook, LinkedIn.