Public Relations and Media Skills

Why Attend

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 on 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.

Overview

Course Outline

Schedule & Fees

Course Methodology

The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently. The course is built on the following learning pillars: presentations and facilitation by the trainer, group exercises, roundtable discussions, video clips, case studies and debriefing.

Course Objectives

By the end of the course, 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

Target Audience

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 non -verbal communication
Presentation skills
Influencing
Time management
Evaluating
Decision making

PR concepts

Criteria for successful PR
PR tools
Definition, roles and situations
Qualities for successful PR staff

PR and communication skills

Importance of communication in PR
The PR officer as communicator
Exchange of messages
Models of communication process
Overcoming communication barriers
Importance of body language in PR activities
Definition of effective writing
Use of clear language
Writing memos, letters
Preparing colorful newsletters
Designing and preparing attractive brochures

PR responsibilities

Corporate image identity and reputation
Benefits of an effective corporate image
Internal and external spheres
Forming a corporate image on the spheres

PR and the media

Definition of media
Types of media
Recorded and live interviews
Behavior during media interviews
PR and the media: the tools
Press conferences
Preparing press kits
Preparing press releases
Dealing with the media
Building good relations with the media
Dealing with the press during times of crisis

Presentation skills and delivering a speech

Key characteristics of dynamic speakers
Importance of preparation
Selecting a topic and purpose
Analyzing the audience
Rehearsing the speech
Public speaking anxiety
Verbal characteristics and eye contact

The PR promotional role

Decision making process of consumers
Corporate community involvement
Marketing PR (MPR)
PR role in marketing
Sponsorship and promotions
Organizing different exhibitions

Mombasa

Mombasa (Kenya)2025-09-22$2100

Arusha

Arusha (Tanzania)2026-06-22$1995