Introduction To Public Relations & Mass Communication

A compact course on Public Relations (PR) for beginners as well as those who are in communication roles who would like to have a quick overview of PR and its roles and functions.

Course Objectives

To provide an insight into PR and to equip participants with a sound understanding of the principles and basic techniques of PR for day-to-day operations and in a crisis.

Who Should Attend?

Anyone who is interested in learning more about PR, and who is keen to pick up the basics.

Course Outline

Introduction to Public Relations (PR) and Principles

• Definition of PR and its key principles
• The role of PR in an organization
• How to leverage on effective PR when reaching out to stakeholders and other ‘publics’
• PR conventions and terms
• The importance of corporate image and role of PR in developing and sustaining that image

Publicity and promotions to benefit an organization

• Types of publicity – positive and negative
• How publicity and promotions contribute to an organization’s corporate image

Negative publicity that is detrimental to an organization

• How to anticipate and respond to negative publicity

What is a crisis?

• Types of crisis
• How corporate image and brands are affected by a crisis
• How to employ PR effectively when a crisis strikes an organization

Crisis Communication

• Communication objectives and key messages in a crisis
• How to employ PR proactively in crisis and issues management
• Tools of the trade in crisis communication

Online crisis communications

• How online media has evolved as a key player in crises today
• How to utilize online media effectively in a crisis

Salvaging a reputation after a crisis

• How PR can be used to restore an organization’s reputation after a crisis

Introduction to encounters with the Media/Interview Techniques

• Understanding the different types of media (mainstream and online)
• How the media operates
• Media terms and conventions
• How to engage the different media to reach out effectively to key audiences
• How to handle the different types of media interviews

Introduction to Events Management

• Types of events
• Planning and strategies involved

Group work/practical session: Public Relations Campaign
This will be the finale to the three-day course.  Participants will develop and present a PR Campaign based on a scenario provided to demonstrate the principles, key concepts and techniques that have been covered in the course.

Course Methodology

A variety of methodologies will be used during the course that includes:

• (30%) Based on Case Studies
• (30%) Techniques
• (30%) Role Play
• (10%) Concepts
• Pre-test and Post-test
• Variety of Learning Methods
• Lectures
• Case Studies and Self Questionaires
• Group Work
• Discussion
• Presentation

Course Fees

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Course Timings

Daily Course Timings
08:00 - 08:20       Morning Coffee / Tea
08:20 - 10:00       First Session
10:00 - 10:20       Coffee / Tea / Snacks
10:20 - 12:20       Second Session
12:20 - 13:30       Lunch Break & Prayer Break
13:30 - 15:00       Last Session