The Essentials of Public Relations and Administration Communication Skills

Day 1: The nature of public relations and how it intersects with media and journalism. 

• An overview of business communication and public relations.

• The six points model of public relations planning

• How media and journalism fit into public relations.

• Managing traditional media and electronic media relations.

• Understanding the importance of the audience.

• Establishing objective communication efforts.

• Budget - staff, time, material, and money.

• Evaluating the communication program's success.

Day 2: Press release and news release, international standards  

• Media handling

• Press release vs. news release

• The art of writing a press release using the 6 C's of communication

• The journalism code of truth

• Public relations society in America and its norms

• PRSA code of ethics and public relations industry ethics.

• Trading between PR international norms and own interests.

• Society of Professional Journalism (SPJ) international standards.

• Public opinion and how to measure it.

• Propaganda models of communication

• Media handling during the process of crisis management

Day 3: Business communication and public relations as a part of it

• Corporate communication and public relations

• Marketing communication vs. public relations

• The internal audience and employees relations

• Consumer relations and effective customer relations management

• Multicultural community relations.

• Government relations

• International relations

Day 4: Globalization and its effect on public relations

• The environment's complexity, globalization, and the effect of technology.

• Social media platforms, and how to handle them effectively.

• Multimedia age of business communication.

• Events as part of your public relations.

• The importance of events, types, venues and purposes.

• Employing events to serve the overall organizational message

• Corporate social responsibility and how it serves the message.

• Building a supportive community for your core message.

Day 5: Designing a united campaign theme, bringing it all together

• Understanding the core message(s).

• Assessing the need for PR efforts and researching your audience.

• Planning the campaign/program with  standards of quality and theme.

• Choosing the best strategy to deliver your message.

• Implementing the campaign/program.

• Evaluating the campaign/program effect on the audience .

• Keeping the core message in each stage.

• Virtual campaign design * Based on trainee capacities and professional background.