This program is designed for:

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

• Explain the importance of organizational image.
• Create and implement a PR plan.
• Manage a crisis using PR means.
• List contributions of PR campaigns to strategic management.
• Measure PR effectiveness.

PR Recap

• What is PR
• Public RR
• The Many Components of PR
• Key Difference between PR and Advertising

Creating and Implementing a Public Relations Plan

• Situation Analysis (S.W.O.T.)
• Target Audience(s)
• Goals (What Do We Hope to Accomplish?)
• Objectives (What Needs to be Done?)
• Key Messages
• Strategy
• Tactics
• Timeline

Contributions of PR Campaigns to Strategic Management

• Environmental Scanning
• Issues Management
• Crisis Management
• Relationship Management
• Reputation Management

Crisis Management Using PR Means

• Defining and Identifying a Crisis
• Remembering the Rules in a Crisis
• Phases of a Crisis
• The Disclosure Principle
• The Symmetrical Communication Principle
• The Relationship Principle
• The Accountability Principle

Importance of Organizational Image

• Public Opinion
• Image and Reputation Management
• From Identity to Reputation
• Relationship Management

Measuring PR Effectiveness

• Output
• Outcome
• Matching Objectives and Results
• Management By Objectives (MBO)
• Public Opinions and Surveys
• Audits

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.