Course Outline

Course Outline

Public Relations & Corporate Communications

Ref No. Dates Venue Fee (US$)  
PR 001 26 - 30 Jan 2020 Dubai 4500 Register
PR 001 14 - 18 Jun 2020 Dubai 4500 Register
PR 001 20 - 24 Sep 2020 Dubai 4500 Register

Public Relations & Corporate Communications


The free flow of information, globalisation and the pace at which news is being disseminated via social media have made the fields of PR and Corporate Communications imperative for any business, government organisation or corporation. They are all finding themselves exposed to the speed of communication and the power of unchecked narratives channelled through the web.

This PROCLAD Academy training course will take the participants step-by-step through proven approaches to Public Relations & Corporate Communications. The training course will touch on the latest trends and techniques used today in the public relations and corporate communications while highlighting the shifts in the practice.

The key features of PROCLAD Academy’s Public Relations & Corporate Communications training course are:

  • Planning, organizing and leading
  • Controlling and evaluating
  • Oral and written communication
  • Building rapport
  • Providing and receiving feedback
Learning Objectives

By attending PROCLAD Academy’s Public Relations & Corporate Communications training course, participants will:

  • Understand, analyse and devise the essential concepts of Public Relations
  • Apply persuasion and influence through PR techniques
  • Sharpen skills in crafting and implementing corporate communication plans
  • Practice the key communication skills and techniques for performing PR duties
  • Implement the know-how to communicate effectively
Target Audience

PROCLAD Academy’s innovative Public Relations & Corporate Communications training course is intended for, but not limited to:

  • Professionals who wish to sharpen their PR skills
  • Team leaders that need to get a fresh outlook on latest trends in PR
  • Mid-Management team tasked with handling content for social media platforms
  • Executives in charge of decision making and crisis communications planning
Training Methodology

PROCLAD Academy’s Public Relations & Corporate Communications training course incorporates inspiring lectures with structured lessons from the learning manual along with comprehensive workshops & case studies; captivating PowerPoint slides with videos to enhance learning; ongoing discussions with action planning; ample time for Q&A; training activities to reinforce key concepts within a fun learning environment.

Course Outline
  • The origin and development of PR
  • Definitions of PR
  • Scope of PR
  • 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
  • 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
  • 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
  • Non-verbal communication
  • The communication abilities for PR professionals
  • Understanding difficult personalities
  • Dealing with difficult personalities
  • Kinds of verbal communication
  • How to prepare for a presentation or a speech
  • Rehearsing your presentation or speech
  • Verbal and non-verbal skills while presenting
  • Writing for the eye and ear
  • Fundamentals of writing
  • Written communication media
  • Preparing a press release
  • Writing and producing newsletters
  • Preparing articles for magazines