Targeted audience:
Personnel whose work includes Publicity, Public Image, and press relations in both public and private sectors.
-Managers of PR and other personnel.

Training program goals:   
- Learning how to handle Media in good and bad times.
- Learning how to handle the publicity, public image and publications of the organization effectively.
- Acknowledging the media effect and the different types of Media.
-Acknowledging the ideal practices for conducting press releases, press conferences and other media-related events.

Contents & program outline:
Public Relations and Communication.
-What is Public Relations and its main function.
-Planning and implementing campaigns.
-Theories of communication.
-The nature of mass communication.
-Spreading the Corporate message.

Differences between marketing and public relations.
-The major differences between advertisement, and public relations.
-How to build integrated publicity models.
-Facilitating PR tools and practices in marketing. 

Media and Public Relations.
-What is media? Different types of media.
-The history and nature of propaganda.
-The ethical standards of global media.
-The relation between public relations and diversified media outlets.
-Creating media lists.

Audience and public opinion.
-Determining the key audience of an organization.
-Prioritizing and customizing messages for each targeted audience.
-Choosing the ideal media outlet for each of the targeted audiences.
-Measuring public opinion surrounding an issue.
-Issue Management and how to modify public opinion.

The essential practices of a PR representative when handling media.
-Creating news worthy stories through events.
-Handling media in times of crises.
-The key components of a press release.
-The art of writing a press release.
-Press conference preparations.
-The art of public speaking.

Case studies, practicing of press release, practicing public speaking, and success stories of a real  PR campaign.