Targeted audience:
- Middle and senior managers tasked with business communication activities, and public relations activities.
- Senior operational managers with responsibility for managing teams whose role includes business communication, and organizational communication.

Training program goals
- Delegates will be able to understand and analyze public relations and other forms of business communication .
- Delegates will be able to design and manage the image, publicity, and every other aspect of business communication.
- Delegates will be able to design and employ public relations and media programs and/or campaigns.
- Delegates will be familiar with the global trends and the international standards that govern the industries of both public relations and media.
- Delegates will be able to manage the image, publicity, and every other aspect of business communication.

Contents and program objectives:
- 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.

- 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 interest.
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

- 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

- 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.

- 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