Introduction to Public Relations & Mass Communication

ICTD International Centre for Training and Development

How long?

  • 5 days
  • in person

What are the topics?

ICTD International Centre for Training and Development

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Who should attend

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

About the course

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.

## 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

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Introduction to Public Relations & Mass Communication at ICTD International Centre for Training and Development

From  $3,300

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