Introduction:

Strategic public relations is a vital component of the success of modern institutions and companies. It helps build a strong and resilient reputation, enhances trust, and fosters positive interaction with the public and stakeholders. This course aims to provide participants with the knowledge and skills necessary for effective leadership and management of strategic public relations. It also introduces innovative tools and techniques for leading teams, motivating creativity, and fostering innovation in the field of public relations. Participants will be trained to develop innovative communication plans, evaluate performance, and measure results to ensure excellence in public relations.

Course Objectives:

By the end of the course, participants will be able to:

Understand the fundamentals of public relations and its importance in building a positive image for the institution or organization.

Learn the concepts and principles of strategic public relations leadership.

Develop strategic communication and negotiation skills to achieve desired goals.

Analyze the target audience, identify their needs and expectations.

Understand corporate social responsibility for companies and institutions.

Acquire skills for media communication and addressing the public.

Create effective strategic plans for marketing, media, and public relations.

Training Methodology:

The training methodology relies on a combination of explanatory lectures, group discussions, practical exercises, and case studies. The course will be delivered by experienced trainers in the field of public relations and strategic leadership.

Target Audience:

Managers and officials in public relations, corporate communications, marketing managers and staff, anyone interested in achieving excellence in managing and leading public relations, business managers, and leaders seeking to enhance strategic leadership skills in public relations. Also, individuals responsible for marketing, advertising, and public relations in organizations.

Program Content:

Introduction to Strategic Public Relations:

The concept of public relations and its strategic importance.

The role of leadership in achieving media and marketing goals.

Analyzing the internal and external environment of the institution.

Excellence in Managing and Leading Public Relations:

Understanding the concept of excellence in managing and leading public relations.

Developing strategic leadership in public relations.

Analyzing the audience and identifying target groups.

Innovating communication strategies and successful media campaigns.

Dealing with crises and difficult situations with confidence.

Building outstanding work teams in public relations.

Innovation in Public Relations Management:

Stimulating creative thinking and developing innovation skills.

Developing innovative plans for public relations management.

Activating innovation in public relations and marketing communications.

Introducing new services and innovative solutions for customers and audiences.

Measuring results and evaluating the effectiveness of innovation.

Corporate Identity and Reputation Management for Excellence:

Building corporate identity: vision, mission, and values.

Enhancing and measuring the institution's reputation.

Dealing with crises and difficult situations affecting reputation.

Communication strategies to enhance corporate identity and reputation.

Practical applications and case studies in identity and reputation management.

Information Gathering and Writing for Public Relations:

Writing for public relations and distinguishing it from other types of writing.

Conciseness in writing and achieving the goal.

Writing for different media outlets.

Writing concise messages.

Developing Strategic Public Relations Plans:

Identifying the target audience and their needs.

Setting clear and measurable goals for public relations.

Defining the message and the strategic vision for the institution.

Communication and Media Strategies:

Using traditional and digital media to communicate with the public.

Effectively dealing with media and the press.

Developing effective advertising campaigns and managing media crises.

Institutional Communication:

Building communication with internal and external audiences.

Building and implementing a communication plan.

Evaluation and results.

Preparing and Managing Media Campaigns:

The importance of planning media campaigns.

Effective communication with the press.

Effective and ineffective words.

Organizing and launching a media campaign.

Crisis Media Management:

Media interview skills and addressing the public during crises.

Identifying all types of crises and how to manage them.

The mechanism of public relations during crises.

Social Responsibility:

Definitions of social responsibility.

Stakeholder theory.

Global evolution of social responsibility.

The Global Compact and the Ten Principles.

Negotiation and Conflict Management:

Negotiation skills and agreement with partners and other parties.

Conflict management and strategic problem-solving.

Developing strong and sustainable relationship networks.