Public Relations and Media Skills Training

Start Date End Date Venue Fees (US $)
11 Oct 2026 Dubai, UAE $ 3,900 Register

Public Relations and Media Skills Training

Introduction

Public Relations (PR) professionals should be prepared to use their skills to present a positive image of their company at all times. They must be prepared to respond quickly to any crisis that may arise. By putting the right effort into building a solid reputation during good times your business will be able to withstand the negative press if a crisis were to arise. Participants in this course will understand their role as PR professionals, acquire verbal and written communication techniques, and get the ability to evaluate crisis situations and deal with the media while promoting the reputation of the organization.

Objectives

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

    • Analyze and assess the latest PR concepts and strategies in a variety of contexts
    • Appraise certain PR techniques and approaches appropriately in order to link them to the working environment
    • Demonstrate key PR skills relating to verbal and written communication as well as editorial, layout, and production techniques
    • Apply the main media skills in PR
    • Prepare, present and deliver effective oral messages in public
    • Use their PR skills as promotional tools
    • Analyze and assess the latest PR concepts and strategies in a variety of contexts.
    • Appraise certain PR techniques and approaches appropriately geared to the working environment of Arab institutions.
    • Practice key PR skills relating to verbal and written communication, as well as editorial, layout and production techniques.
    • Apply the main media skills in PR.

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practices. Participants will have the opportunity to share with the facilitator and other participants what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

Public relations officers and other key personnel in the organization whose work involves contact and interaction with the internal and external public, particularly managers and supervisors in the areas of personnel, marketing, sales, training, and administration. Managers and employees involved in media activities will also benefit from this course.

Target Competencies

  • Verbal and nonverbal communication
  • Presentation skills
  • Influencing
  • Time management
  • Evaluating
  • Decision making

Course Outline

PR Concepts

  • Definition, Roles, and Situations
  • Qualities for Successful PR Staff
  • PR and Ethical Behavior

PR and Communication

  • The PR Officer as Communicator
  • Exchange of Messages
  • Models of Communication Process
  • Overcoming Communication Barriers
  • Importance of Body Language in PR Activities

PR Responsibilities

  • Corporate Image Identity and Reputation
  • Public and Community Oriented Activities
  • Civic and Social Activities

PR and the Media

  • Relations with the Media
  • Preparing Press Kits
  • Preparing Press Releases
  • Conducting Press Conferences
  • Conducting Live or Taped Interviews
  • Dealing with the Media
  • Building Good Relationships with the Media
  • How to Handle the Media During Crisis Situations

Presentation Skills and Delivering a Speech

  • Planning the Speech
  • Writing the Main Points of the Speech
  • Rehearsing the Speech
  • Presenting the Speech
  • Dealing with Questions Asked at the End of Speeches

PR Written Skills

  • Editorial, Layout, and Production Techniques
  • Writing Memos, Reports, Emails, and Letters
  • Preparing Colorful Newsletters
  • Designing and Preparing Attractive Brochures

The PR Promotional Role

  • PR Role in Marketing
  • PR and Advertising
  • Sponsorship and Promotions
  • Organizing Different Exhibitions
  • Effective Media Coverage

Accreditation

Related Courses

2026 Training Calendar
Competency Solutions Brochure
PETC Corporate Profile