Strategic Public Relations Programme – Dubai

Strategic Public Relations Programme – Dubai
Event on 2013-06-23 09:30:00
A five-day cross-competency programme for senior PR professionalsA five-day advanced Multi-Skill Programme covering lobbying, PR strategy, media, PR management and crisis

This one-week master-class is designed for small groups of director-level PR professionals to develop leadership and share experience about the latest state of the art in international communications. Top-level guest speakers lead discussion on advanced strategy, media engagement, crisis response, online PR and lobbying.Course format

Strategic Public Relations is a Pinnacle Multi-Skill Programme. This training format covers a range of different PR and communication skills. It is designed to develop fully rounded communications professionals. A major highlight is the opportunity to build media interview skills in videotaped role-play exercises with individual coaching. Expect advanced briefings and seminars led by Pinnacle’s senior trainers and senior guest lecturers from the public relations industry and international media. In a structured and stimulating environment, you will dissect fresh case studies, discuss the latest issues and themes in communications, and share your own experiences. The course is modular: each day deals with a distinct topic or discipline, and on each day you will work through four modules, each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.Course days:

  • Day 1: Public affairs and lobbying
  • Day 2: Advanced communication strategy
  • Day 3: Strategic media relations
  • Day 4: Advanced PR management
  • Day 5: Crisis media and online engagement

Learning outcomes

After this course, you will feel up to date with thinking and practices at the most senior level in public relations, through the opportunity to learn, reflect and discuss the latest ideas and developments in the industry. You will be able to:

  • Understand the role and rational for public affairs: how lobbying works and what it can achieve
  • Map out the power structures that determine your organisation’s prospects
  • Identify how, where and when to engage in the policy and legislative process
  • Develop complex and sophisticated communication strategies in line with your organisation’s business requirements
  • Design complex and multifaceted media relations strategies
  • Engage with the media strategically at a top editorial level
  • Perform effectively as a spokesperson including in challenging media interviews
  • Analyse the roles and functions of an ideal communication department
  • Articulate and implement best practice guiding principles for press office management
  • Create and adapt policies, procedures, materials and resources to facilitate the efficient running of your own communication department
  • Manage your organisation’s communication during and after an event that threatens its reputation.
  • Create crisis messages, positioning and response tactics response rapidly and decisively
  • Engage confidently with journalists and in online social media at the height of a negative news crisis.
  • Represent your organisation effectively even in the most challenging of crisis interviews

Qualification credit

This is an Advanced Professional Certificate programme, independently accredited by Edexcel. For details, download the course brochure.Who should attend

This is an advanced-level course designed are for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation. This course is ideal for senior PR managers, communications directors, agency account directors, marketing managers, marketing directors, government communications managers or directors.Qualification credit

This is an Advanced Professional Certificate courseFeedback

“The trainer was excellent, made it sound very simple.” –          Ashley Dickinson, Red Bull “Great atmosphere and very interesting mix of people and career backgrounds  .” –          Sarah Parker, Save the Children “A good mix of practical activities following theory sessions, illuminated by entertaining personal anecdotes.” –          Claire Elliott, Hay Group “Very laid back and informative, workshops really helpful.” –          K Aston, Hachette “We talked about the subject in terms of how we can use it practically rather than just theory.” –          Simon Rigby, Richmond Partnership “Very informative –  gave good and new ideas about breaking news stories and scenarios.” –          Karen Baher, Hachette

at Dubai International Jazz Festival
Dubai Media City
Dubai, United Arab Emirates

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