Global Learning for Operational Leaders
Classroom
15 sessions
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Online / Live
15 sessions
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Introduction
Course overview
We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign. According to modern day research, more than 50% of new businesses fail the first year. Why? Lack of proper planning and resources in their PR function. If you find it challenging to write a PR plan or find it daunting to execute, do not worry, this course will have you covered. By attending this highly engaging and interactive course, you will be guided through a road map which will give you the knowledge and skills necessary to create and implement a successful PR campaign.
What you will achieve
Learning objectives
- List and define PR concepts and differentiate between PR and advertising
- Create and implement a PR plan
- List contributions of PR campaigns to strategic management
- Manage a crisis using PR
- Explain the importance of organizational and corporate image
- Measure PR effectiveness
Who should attend
Target audience
- PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.
- Target Competencies
- Planning and organizing
- Leading and directing
- Analyzing and evaluating
- Inspiring and building rapport
- Communication skills
Methodology
Learning approach
- The course is designed to be interactive and participatory, and includes various learning tools to enable the participants to function effectively and efficiently in a multilateral environment. The course is built on four learning pillars: concept learning (lectures and presentations), role playing (group exercises), experience sharing (roundtable discussions) and exposure to real world problems and solutions.
Course content
Course outline and key learning areas
Module 1
PR recap
- PR: definitions, concepts
- Stakeholders in PR
- The many components of PR
- Key differences between PR and advertising
Module 2
Creating and implementing a public relations plan
- PR plan: definition and needs
- Characteristics of a PR plan
- SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
- Target audience(s)
- Goals (what we hope to accomplish)
- Objectives (what needs to be done)
- Key messages: simple and descriptive
- Strategy (methods to accomplish objectives)
- Tactics (deadlines and cost)
- Timeline and responsibilities
Module 3
Contributions of PR campaigns to strategic management
- PR and strategic management
- Taking a strategic approach
- What can PR accomplish
- Environmental scanning
- Internal and external environment
- Managing issues
Module 4
Crisis management using PR
- 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
Module 5
Importance of the organizational image
- Public opinion (attitudes, opinions, actions)
- Building the organizational image
- Variables of managing the image
- Image and reputation management
- From identity to reputation
- Relationship management
FAQ
Frequently asked questions
What does Public Relations Campaigns: From Planning to Execution 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 12 - 16 October 2026, with additional classroom dates and mirrored Online / Live options listed in the course schedules section.
Who should attend this course?
PR officers and any other key personnel involved in creating and enhancing a positive image for their organization., Target Competencies, Planning and organizing
Is bilingual course delivery available?
Yes. All course materials and presentations are provided in English, while bilingual explanation and discussion support may be available depending on the selected location and trainer availability. For example, when attending a course in Istanbul, you may request a Turkish-speaking trainer to explain the English course content in Turkish. Arabic explanation support may also be requested at this location. Other languages are available in selected cities. You can choose your preferred language support as an optional preference during registration.
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 Amsterdam, London, Istanbul, Munich, Kuala lumpur, Rome, Geneva.
How long is the training programme?
The programme runs for five days, with up to five training hours per day, from 9:00 AM to 2:00 PM. Each programme includes a total of 25 accredited training hours.
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