Public Relations Campaigns: from Planning to Execution

Start Date End Date Venue Fees (US $)
02 Nov 2025 Cairo, Egypt $ 3,500 Register

Public Relations Campaigns: from Planning to Execution

Introduction

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 in 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 that will give you the knowledge and skills necessary to create and implement a successful PR campaign.

Objectives

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

    • 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

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practices. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

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

Course Outline

Day 1: PR Recap

  • PR: definitions, concepts
  • Stakeholders in PR
  • The many components of PR
  • Key differences between PR and advertising

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

Day 2: 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

Day 3: 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

Day 4: 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

Day 5: Measuring PR Effectiveness

  • Purpose of evaluation (output, outcome)
  • Evaluating (process and goals)
  • Matching objectives and results
  • Measurement (production, exposure)
  • Weaknesses of the traditional approach
  • Measurement techniques

Accreditation

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