Introduction
This two-week course is designed by Global Horizon Training Center for small groups of Public Relations Staff at a leadership level to develop leadership and exchange of experiences on the state of the art External Communications. This course will be a high-level speaker training for discussion on Advanced Strategy, Media Participation, Crisis Response, and Public Relations through social media.
Strategic Communication is a comprehensive concept that includes many aspects such as Organizational Communication, and Awareness Campaigns. Strategic Communication will guide the organization in the best methods of PR Strategic practices. Therefore, the emergence of a Strategic Communication Framework inside the establishment would set out the proper parameters of relationships with Internal and External Stakeholders
Organizational Benefits
Public relations have authority over corporate social responsibility through the Cases Management Function and responsibility for corporate reputation, which necessarily means helping to change organizations to achieve new sustainability agendas. Public relations contribute to the effectiveness of organizations by improving organizational relationships and facilitating public talks and discussions.
Personal Benefits
This course offered by Global Horizon Training Center helps participants develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills.
Target Audience
This course is offered by Global Horizon Training Center for those who hold high positions and aspire to achieve further excellence and innovation;
- Senior Public Relations Managers
- Communications Managers
- Agency Account Managers
- Government Communications Managers are also recommended.
Training Objectives
After completing the Strategic Communications and Public Relations program, participants will be able to:
- Developing complex and sophisticated communications strategies.
- Determining how and when to engage in politics and the legislative process.
- Analyzing the roles and functions of the ideal communications department.
- Developing policies, procedures, materials, and resources to facilitate the efficient operation of your communications department.
- Developing crisis messages and preparing tactics for rapid and critical response.
- Working confidently with journalists and online social media.
- Representing your institution effectively even in the most difficult interviews.
- Advanced writing skills, drafting polices and procedures
Training Content
Module 1: Advanced communications strategy.
Day 1
Strategy frameworks
- Communication strategy best practice and success factors
- Making strategy clear, simple and practical
- Step-by-step processes for creating a communication strategy
- Practical workshop
Day 2
Evidence-based communication
- Qualitative communication research: interviews, focus groups, observation
- Analysing and assimilating stakeholder research
- Quantitative communication research: content analysis, surveys, polling
- Setting evidence-based communication goals and key performance indicators (KPIs)
- Case study examples
Module 2: Strategic media relations.
Day 3
Advanced media dynamics
- Navigating the charged relationship between PR and the media
- Balancing tactics and strategy
- Strategic media relation
- Trends and developments in media relations tactics
- Online media relations: engaging journalists on the Web
Day 4
Building media authority
- Building authority in the media
- Thought leadership
- Stimulating and managing third-party advocacy
- Issues-led media relations: planned opportunism
- Tricky situations, and how to handle them
Ethics in media relations
- Managing the reputation of the reputation managers
- Universal codes and principles of ethics as applied to PR
- Veracity, harm avoidance, beneficence, confidentiality, and fairness
Module 3: The role of Media in Crisis Management.
Day 5
Crisis preparation
- Three stages of crisis management
- Systems and preparation before a crisis
- Mapping issues
- Enabling factors for rapid response
- Universal principles of crisis messaging
- Response process in a crisis
- Proforma positioning
Day 6
The media in a crisis
- Dynamics in a crisis
- Strategic engagement with journalists in a crisis
- Crisis messaging best practice
- Develop Pro-forma crisis messages
- Press releases vs statements in a crisis
- Creating Pro-forma Q&A documents
Module 4: Internal communications.
Day 7
Assessing an Organisation’s Culture
- The role of internal communications
- Identifying an organization’s culture – definitions and models
- Building a shared vision
- The internal communications audit
- Who sets the culture?
- Objective setting
- Personal presentation exercise
Day 8
Understanding the Needs of Individuals
- Internal communications strategy
- The relationship between Human Resources and Public Relations
- Resistance to change
- Understanding how individuals are affected by a change
- The role of managers in internal communications programs
- Personal presentation exercise
- The tools for communication: from the notice board to Twitter
- Evaluation: how to measure success
- Internal communications action plan
Module 5: Advanced Communications and Public Relations Management.
Day 9
Fundamentals of effective communication for all PR and media
- Purpose, objectives and measures of success
- Research, segment, understand and respect stakeholder needs
- Clear structure with relevant messages through appropriate media
- Harness the 5 senses for effective PR
- Ask for, receive and utilise feedback
- Project management of all communication: macro and micro
Day 10
communication skills
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Oral communication skills
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Written communication skills
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Face-to-face communication
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Bringing all the skills together
Advanced Writing Skills
- Policy & Procedure Writing
- Governance and Roles involved in Policy
- Drafting Policy & Procedure
About Dubai
Dubai, located on the Persian Gulf, is one of the seven United Arab Emirates and one of the most popular tourist destinations in the world. The discovery of oil in the region has made Dubai extremely wealthy, allowing it to build the glittering skyscrapers that it is now famous for. That wealth is strongly in evidence in Dubai and visitors will see luxurious buildings and supercars aplenty. Perfect beaches and endless shopping opportunities are to key to Dubai's attractions. Flights to Dubai open up the city's cultural attractions to tourists, with beautiful mosques, museums and art galleries scattered throughout this ultra-modern metropolis.
Things to do and places to visit in Dubai
Dubai's wealth has made it famous for building ever taller buildings and creating artificial islands off its shores. The city's hotels are luxurious and shoppers will love its extensive shopping malls which showcase all the world's top brands. Dubai's attractions don't end there. Dubai also caters to adventure lovers, who can jump in a 4x4 or on a board to speed over dunes outside the city. Local culture mustn't be forgotten either, and visitors have wonderful mosques to visit and old districts to explore. All that combined means that a flight to Dubai is sure to lead to an unforgettable holiday.
When visiting Dubai, be sure to:
- Go to the observation deck of the Burj Khalifa, the tallest building in the world.
- Admire the intricately beautiful Grand Mosque, which has the tallest minaret in the city.
- Understand the local history and culture with a visit to the Dubai Museum.
- Discover objects from the 6th century at Jumeirah Archaeological Site.
- Go skiing – That's not a joke, the Mall of the Emirates houses a snowdome.
- Go shopping at the Mall of the Emirates or the Dubai Mall.
- Explore the desert surrounding the city – either by 4x4 or atop a camel.
- Eat fantastic seafood at Dubai Marina.
- Cool off at the Wild Wadi Waterpark.
- Marvel at gorgeous Arabic calligraphy at Jumeirah Mosque, the biggest in the city.
- Take a yacht tour around the artificial islands of Palm Jumeirah.
- Haggle for souvenirs in one of the city's souks.
- Wander around the traditional building in Bastakiya District.