Global Learning for Operational Leaders
Course PR-001
Certified Public Relations Professional
This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. The outline covers PR in a Changing Environment, The Functions of PR, PR and Communication, and The role...
Introduction
Course overview
Why Attend
This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps,
PR professionals will achieve results that can be measured and reported back to top management, directly contributing to the organization’s success by enhancing its reputation and relationships.
You will be shown how the fundamentals of PR are vital and how significant they are to understanding organizational reputation and relationships.
A PR professional can often be in a challenging, complex, and confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win management's confidence.
Course Methodology
The workshop is interactive and participatory and includes various learning tools to enable the participants to operate effectively and efficiently in a multifunctional environment.
The course is based on presentations, role-playing and group exercises, experience sharing in roundtable discussions, team exercises, and group debriefing.
Course Objectives
By the end of the course, participants will be able to:
- List the functions of public relations in a changing environment
- Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
- Practice the critical communication skills and techniques essential for performing their PR duties
- Implement their know-how to communicate effectively with the internal and external public of the organization
- Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
- Prepare and execute a press conference
Target Audience
Managers, supervisors, and officers experienced in public relations. This course will also benefit key personnel whose work involves contact and interaction with the internal or external public, particularly in personnel, marketing, sales, training, and administration.
Target Competencies
- Planning, organizing and leading
- Controlling and evaluating
- Written communication
- Public speaking and media handling
- Building rapport
- Providing and receiving feedback
What you will achieve
Learning objectives
- List the functions of public relations in a changing environment
- Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
- Practice the critical communication skills and techniques essential for performing their PR duties
- Implement their know-how to communicate effectively with the internal and external public of the organization
- Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
- Prepare and execute a press conference
Who should attend
Target audience
- Managers, supervisors, and officers experienced in public relations. This course will also benefit key personnel whose work involves contact and interaction with the internal or external public, particularly in personnel, marketing, sales, training, and administration.
- Target Competencies
- Planning, organizing and leading
- Controlling and evaluating
- Written communication
- Public speaking and media handling
- Building rapport
- Providing and receiving feedback
Methodology
Learning approach
- The workshop is interactive and participatory and includes various learning tools to enable the participants to operate effectively and efficiently in a multifunctional environment.
- The course is based on presentations, role-playing and group exercises, experience sharing in roundtable discussions, team exercises, and group debriefing.
Course content
Course outline and key learning areas
Module 1
PR in a Changing Environment
- The origin and development of PR
- Definitions, scope, and objectives of PR
- Guiding principles of PR professionals
- PR campaigns
- New roles and perspectives
- The role of PR in building and supporting the image of the organization
Module 2
The Functions of PR
- Management principles
- Planning and organizing the activities of PR
- Leading and controlling PR projects
- Ingredients of successful PR planning
- Main qualities of PR professionals
- PR position in the organization
- Responsibilities of the PR professional
Module 3
PR and Communication
- Communicating with the internal and external public
- Key components in communication
- Diffusion and effects of communication
- What makes effective communicators in PR
- Communication functions
- Overcoming barriers in communication
- Nonverbal communication
- The communication abilities of PR professionals
Module 4
The role of PR professionals in dealing with the internal and external public
- Understanding and dealing with difficult personalities
Module 5
Written and Verbal communication Skills
- Importance of writing for PR
- Fundamentals of writing
- Written communication media
- Newsletter and brochures designs
- Verbal communication media
- The two parts of speaking
- Causes for nervousness
- Speaking guidelines
- Importance of preparation
- The PAMPERS vocal techniques
FAQ
Frequently asked questions
What does Certified Public Relations Professional (PR-001) cover?
This course covers Public Relations through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 11 - 15 May 2026, with additional classroom dates and mirrored Online / Live options listed in the course schedules section.
Who should attend this course?
Managers, supervisors, and officers experienced in public relations. This course will also benefit key personnel whose work involves contact and interaction with the internal or external public, particularly in personnel, marketing, sales, training, and administration., Target Competencies, Planning, organizing and leading
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Yes. The course detail page includes both classroom sessions and Online / Live sessions, with online options aligned to the same course dates for easier planning.
Where are classroom sessions delivered?
Current classroom venues include Frankfurt, Barcelona, Rome, Kuala lumpur, London, Munich.
Still Have Questions?
Contact the academy team for course details, delivery options, and delegate guidance.
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