By the end of the program, participants will be able to:

• Understand the functions of Public Relations (PR) in a changing environment.
• Practice the key communication skills and techniques essential for performing their public relations duties.
• Demonstrate a better understanding of how to communicate effectively with the internal and external publics of the organization.
• Play an active role in supporting the image and reputation of the organization.

Public Relations in a Changing Environment

• The Origin and Development of PR
• Definitions, Scope and Objectives
• New Roles and Perspectives
• The Role of Public Relations in Building and Supporting the Image of the Organization

The Functions of Public Relations

• Planning and Organizing the Activities of Public Relations
• Ingredients of Successful PR Planning
• Main Qualities of Public Relations Professionals
• Public Relations Position in the Organization

Public Relations and Communication

• Communicating with the Internal and External Publics
• Overcoming Barriers in Communication
• Non Verbal Communication
• The Communication Abilities for Public Relations Professionals

The Role of PR Professionals in Dealing with the Internal and External Publics

• Understanding Difficult Personalities
• Dealing with Difficult Personalities

Verbal Communication Skills

• Kinds of Verbal Communication
• How to Prepare for a Presentation/Speech
• Rehearsing your Presentation/Speech
• Verbal and Non Verbal Skills while Presenting

Written Communication Skills

• Types of Written Communications
• Effective Writing Skills: Memos, Letters and Emails
• Writing and Producing Newsletters
• Designing and Producing Brochures
• Preparing Articles for Magazines

Press Conferences

• Why Conduct a Press Conference
• How to Conduct a Press Conference
• How to Prepare a Press Release
• Dealing with Questions During a Press Conference
• Preparing and Circulating the Press Clippings

The Scandinavian Academy employs modern methods in training and skills development, enhancing the efficiency of human resource development. We follow these practices:

• • Theoretical Lectures: 
    • We deliver knowledge through advanced presentations such as PowerPoint and visual materials, including videos and short films.
• Scientific Assessment:
  • We evaluate trainees skills before and after the course to ensure their progress.
• Brainstorming and Interaction: 
  • We encourage active participation through brainstorming sessions and applying concepts through role play.
• Practical Cases:
  • We provide practical cases that align with the scientific content and the participants specific needs.
• Examinations: 
  • Tests are conducted at the end of the program to assess knowledge retention.
• Educational Materials:
  • We provide both printed and digital scientific and practical materials to participants.
• Attendance and Final Result Reports:
  • We prepare detailed attendance reports for participants and offer a comprehensive program evaluation.
• Professionals and Experts: 
  • The programs scientific content is prepared by the best professors and trainers in various fields.
• Professional Completion Certificate: 
  • Participants receive a professional completion certificate issued by the Scandinavian Academy for Training and Development in the Kingdom of Sweden, with the option for international authentication.
• Program Timings:
  • Training programs are held from 10:00 AM to 2:00 PM and include buffet sessions for light meals during lectures.