Course: Public Relations Campaigns _ From Planning to Execution

Content

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 for Training and Development adopts the latest scientific and professional methodologies in training and human resource development, aiming to enhance the efficiency of individuals and organizations. Training programs are delivered through a comprehensive approach that includes:

• Theoretical lectures supported by PowerPoint presentations and visual materials (videos and short films).
• Scientific evaluation of participants before and after the program to measure progress and knowledge acquisition.
• Brainstorming sessions and practical role-playing to simulate real-life scenarios.
• Case studies tailored to align with the training content and participants work nature.
• Assessment tests conducted at the end of the program to evaluate the achievement of training objectives.

Each participant receives the training material (both theoretical and practical) in printed form and saved on a CD or flash drive. Detailed reports, including attendance records, final results, and overall program evaluations, are also provided.

Training materials are prepared professionally by a team of experts and specialists in various fields. At the end of the program, participants are awarded a professional attendance certificate, signed and accredited by the Scandinavian Academy for Training and Development.

Program Timings:

• 9:00 AM to 2:00 PM in Arab cities.
• 10:00 AM to 3:00 PM in European and Asian cities.

The program includes:

• A daily buffet provided during the sessions to ensure participants comfort.

Introduction

This program is designed for:

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

Objectives

• 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.

The Scandinavian Academy for Training and Development is committed to hosting all training programs in dedicated and well-equipped hotel facilities specifically designed for conducting and delivering training sessions, unless explicitly stated otherwise on our website. Participants will be notified of the program venue within 7 to 21 days prior to the programs start date, based on the Academys assessment and the programs circumstances. The Scandinavian Academy for Training and Development emphasizes that it holds no responsibility for any force majeure events that may prevent the program from being held at the designated venue. Nevertheless, the Scandinavian Academy for Training and Development will make every effort to provide suitable alternatives and extend the necessary support to participants in the event of a venue change due to unforeseen circumstances.