Course duration
9 hours (3 sessions of 3 hours each over 3 consecutive weeks – Summer 2024)
Objectives of the course
Facilitating the entry of people into the specialized field of public relations or improving the performance of specialists in the field of communication and public relations.
Updating the knowledge of public relations activists according to digital developments and new technological approaches.
Providing necessary solutions in the field of communication to managers and professionals who are in contact with public opinion and it is necessary to take care of the credit and image of themselves and their organization.
What you will learn in this course
- Definition and Role of Public Relations in Developed and Technological Society Today
- Exploring the distinctions and overlaps between the functions of public relations, marketing processes, and advertising.
- Examining the diverse functions of public relations for organizations and individuals.
- Analysis and case studies of public relations strategies in top global brands and organizations.
- Introduction to the skills required for development in the role of public relations.
- Familiarity with the process model of public relations and the stages of developing a public relations campaign.
- Digital communications and current trends in public relations.
Organizational benefits of course
Integrating and improving the actions of different components of the organization, considering the importance of brand reputation management and the growth of influential media
Providing the required communication knowledge to the organization’s employees as brand ambassadors and increasing the effectiveness of the role of employees in managing the organization’s reputation.
Providing up-to-date information on the latest potentials and challenges facing the field of communication and public relations, and providing effective solutions through technological channels.
The readiness of the organization’s components to implement crisis prevention and management scenarios.
Individual benefits of the course
Mapping the career path for public relations specialists and facilitating the entry process into the communications field.
Skills development and streamlining career advancement in public relations.
The necessity of familiarizing with public relations tactics and public perception management for all business stakeholders, considering the individual and organizational need for presence in social media spaces.
Understanding integrated communication strategies in the PR, marketing, advertising, and branding unit, and facilitating interpersonal collaboration.
After this course, students can:
1. Have a clearer understanding of the breadth of public relations activities and the potential impacts of communication strategies.
2. Align their organization’s communication strategy with technological changes and advancements in communication tools.
3. Identify strengths and weaknesses of their organization, competitors, and industry in the realm of public relations and brand reputation management.
4. Develop, execute, and measure strategic public relations plans in a systematic, phased, and practical manner.
Course contacts
Those who wish to step into the fields of “communications,” “brand reputation management,” “strategic management,” and “media” can benefit from this course.
