Public Relations (PR) and Communication Course

Public relations could be considered a marketing plan or part of a marketing plan, aiming to create brand and product or service awareness. Good public relations can attract potential customers, strengthen the relationship with existing customers, promote an organisation’s visibility and online presence, etc.

A public relations specialist drafts a specialised communication plan and uses direct and indirect media to create and maintain a positive brand image and a strong relationship with the target audience. Plans under public relations also involve creating strategies for campaigns and other programs, planning and executing public outreach steps, handling the online presence of a brand, compiling content for the web, etc.

COURSE OBJECTIVES

The main objective of this Public Relations (PR) and Communication Course is to empower professionals with

• In-depth information on public relations and a detailed understanding of media skills required to maintain good media relations
• The required awareness, information and maturity to understand the impact of media coverage on the image and brand of the organization
• The necessary confidence and experience to successfully coordinate and communicate with media professionals
• The adequate skill set to undertake sensitive roles and responsibilities concerning public relations and media relations for the organization, thus contributing to better organizational branding and growth of the organization as well as self-growth and progression
• The required confidence, experience, exposure and capability to manage media relations and content and information being released to the media, with an aim to protect and uphold a positive brand image for the organization.
• The necessary skillset and ability to filter important content and make necessary changes for effective and impactful launches of press releases
• The confidence and experience to build good working relationships with media personnel
• The required confidence to balance being transparent and protecting the reputation of the organization.

COURSE OUTLINE

Functions of Public Relations

• Anticipating, analysing and interpreting public opinion
• Drafting strategies for campaigns and other plans
• Writing and/or reviewing press releases and other web content
• Planning and executing special public outreach events
• Developing a crisis public relations strategy
• Managing online presence of the organisation
• Dealing with government and legislative agencies on behalf of the organisation
• Handling investor relations
• Dealing with public groups and other organisations

Examples of Public Relations

• Press conferences
• Community development programs
• Investor summits
• Industry meets
• In-house engagements

Importance of Public Relations

• Builds organisational image and reputation
• Presents opportunities
• Promotes brand value
• Strengthens community relations

Advantages of Public Relations

• Build organisational goodwill and brand in the market
• Improve industry relations
• Develop relations with the media
• Improve relations with investors and stakeholders
• Connect better with internal audience

Challenges in Public Relations

• No direct control on news or information released
• No guaranteed results
• Minimal evaluation

Types of Media

• Paid
• Earned
• Owned
• Shared

Necessary Media Skills

• Narrating a story
• Getting comfortable on the phone
• Staying savvy on social media
• Presenting facts always
• Being professional in all interactions

Responsibilities of a Media Relations Officer

• Prepare or review articles and press releases for the media
• Upkeep and protect the organisational brand and reputation
• Create and enhance collaborative working relationships with the media
• Manage news and information flow from the organisation to the media
• Create effective communication channels
• Act as a media spokesperson on behalf of the organisation detect and address public relations issues