Public Relations and Media Skills

Why Attend

Public Relations (PR) professionals should be prepared to use their skills to present a positive image of their company at all times. They must be prepared to respond quickly to any crisis that may arise. By putting the right effort into building a solid reputation during good times your business will be able to withstand the negative press if a crisis were to arise. Participants in this course will understand their role as PR professionals, acquire verbal and written communication techniques, and get the ability to evaluate crisis situations and deal with the media while promoting the reputation of the organization.

Course Methodology

The course is designed to be interactive and participatory and includes various learning tools to enable the participants to function effectively and efficiently. The course is built on the following learning pillars: presentations and facilitation by the trainer, group exercises, roundtable discussions, video clips, case studies, and debriefing.

Course Objectives

By the end of the course, participants will be able to:

  • Analyze and assess the latest PR concepts and strategies in a variety of contexts
  • Appraise certain PR techniques and approaches appropriately in order to link them to the working environment
  • Demonstrate¬†key PR skills relating to verbal and written communication as well as editorial, layout and production techniques
  • Apply the main media skills in PR
  • Prepare, present and deliver effective oral messages in public
  • Use their PR skills as promotional tools

Target Audience

Public relations officers and other key personnel in the organization whose work involves contact and interaction with the internal and external public, particularly managers and supervisors in the areas of personnel, marketing, sales, training, and administration. Managers and employees involved in media activities will also benefit from this course.

Target Competencies

  • Verbal and non-verbal communication
  • Presentation skills
  • Influencing
  • Time management
  • Evaluating
  • Decision Making

Location:

South Africa

Training Dates:


Training Schedule
Duration
1 Week
2 Weeks
3 Weeks
Month
Option A
Option B
Option A
Option B
Option A
January
13 - 17 Jan
27 Jan - 31 Jan
6 - 17 Jan
20 Jan- 31 Jan
13 Jan - 31 Jan
February
10 - 14 Feb
24 Feb - 29 Feb
3 - 14 Feb
17 Feb - 29 Feb
10 Feb - 29 Feb
March
10 - 14 Mar
23 - 27 Mar
2 - 13 Mar
16 - 27 Mar
9 - 27 Mar
April
6 - 10 Apr
20 - 24 Apr
30 Mar - 10 Apr
13 - 24 Apr
6 - 24 Apr
May
6 - 10 May
27 -31 May
29 Apr - 10 May
20 - 31 May
13 - 31 May
June
8 - 12 Jun
22 - 26 Jun
1 -12 Jun
15 - 26 Jun
8 - 26 Jun
July
6 - 10 Jul
20 - 24 Jul
29 Jun - 10 Jul
13 - 24 Jul
6 - 24 Jul
August
10 - 14 Aug
24 - 28 Aug
3 - 14 Aug
17 - 28 Aug
10 - 28 Aug
September
7 - 11 Sep
21 - 25 Sep
31Aug - 10 Sep
14 - 25 Sep
7 - 25 Sep
October
5 - 9 Oct
19 - 23 Oct
28 Sep - 9 Oct
12 - 23 Oct
5 - 23 Oct
November
9 - 13 Nov
23 - 27 Nov
02 - 13 Nov
16 - 27 Nov
9 - 27 Nov
December
7 - 11 Dec
14 - 18 Dec
30 Nov - 11 Dec
07 - 18 Dec
30 Nov - 18 Dec


Course Duration:

Unit Standard:

NQF Level:

Number of Credits:


Course Fees


Note: Please fill in the online application form on the left or bottom if this page to receive a quotation with detailed pricing from AATICD.

How to Apply:

To Apply Simply Fill in the Online Enquiries / Applications form on the Right Sidebar or Bottom of this website https://www.aaticd.co.za

NB:

When filling the online application form; please take note of your desired Training Month, Duration in Weeks and Training Session. This will give us the exact dates you will be attending your classes.

Also note that Tuition Fees must be paid upfront on or before training start date. This is to ensure that all resources are made availabe for you before you start. You will not be allowed into training if fees are not paid and verified.

Also note that Tuition Fees Cancellations must be made 14 business working days before the starting date of training. This will allow us to do a 50% refund of the total amount paid. If cancellations are made thereafter note that no refund will be made to delegates.

Tuition Fees include teas and lunch as well as either a laptop or tablet which a delegate will take home free of charge.

Tuition Fee DOES NOT include Accommodation, Dinners and other Extra Curricular Activities or Incidentals. Delegates are expected to fund this on their own. AATICD will not be held accountable for any incidents to delegates.

In-House Trainings are also available for 3 or more delegates for any duration. Please consult with our Administration for such In-House training bookings.


Course Outline

  • PR concepts
    • Criteria for successful PR
    • PR tools
    • Definition, roles, and situations
    • Qualities for successful PR staff
  • PR and communication skills
    • Importance of communication in PR
    • The PR officer as a communicator
    • Exchange of messages
    • Models of the communication process
    • Overcoming communication barriers
    • Importance of body language in PR activities
    • Definition of effective writing
    • Use of clear language
    • Writing memos, letters
    • Preparing colorful newsletters
    • Designing and preparing attractive brochures
  • PR responsibilities
    • Corporate image identity and reputation
    • Benefits of an effective corporate image
    • Internal and external spheres
    • Forming a corporate image on the spheres
  • PR and the media
    • Definition of media
    • Types of media
    • Recorded and live interviews
    • Behavior during media interviews
    • PR and the media: the tools
    • Press conferences
    • Preparing press kits
    • Preparing press releases
    • Dealing with the media
    • Building good relations with the media
    • Dealing with the press during times of crisis
  • Presentation skills and delivering a speech
    • Key characteristics of dynamic speakers
    • Importance of preparation
    • Selecting a topic and purpose
    • Analyzing the audience
    • Rehearsing the speech
    • Public speaking anxiety
    • Verbal characteristics and eye contact
  • The PR promotional role
    • Decision-making process of consumers
    • Corporate community involvement
    • Marketing PR (MPR)
    • PR role in marketing
    • Sponsorship and promotions
    • Organizing different exhibitions