The Chartered Institute of Public Relations (CIPR) Professional Public Relations Certificate aims to provide participants with the knowledge and skills necessary to practice the public relations profession professionally and effectively. The program provides comprehensive content that covers the answer to work in the field of public relations, starting from understanding its basic concepts and theories, all the way to applying the best practices and modern strategies in planning and successfully implementing public relations campaigns.

Who should attend? 

• Professionals and those interested in the field of public relations and marketing, including public relations managers, marketing managers, media employees and customer relations officials.
• Students and graduates who want to build a career in the field of public relations and develop their skills and knowledge in this field.

How attendees will benefit? 

After completion of the course, delegates will be able to: 

• Understanding the concepts and foundations of public relations and their importance in building and strengthening relationships between institutions and the public.
• Acquire the necessary skills to prepare and implement public relations strategies in line with the organization’s objectives.
• Develop effective communication skills with target audiences and the media.
• Learn about the best practices and modern tools in measuring and evaluating the effectiveness of public relations campaigns.
• Apply strategic management and problem-solving skills in the context of work.
• Mastering creativity and innovation techniques in designing and implementing public relations campaigns.

• Introduction to public relations
  • The concept of public relations and its development throughout history
  • The importance of public relations in modern institutions and its role in building a positive image of institutions
  • The development of public relations fields and modern communication patterns
  • Media and social influences on the practice of public relations in the digital age
• Planning public relations campaigns
  • Stages of developing public relations strategies
  • Analyze audiences and set measurable goals
  • Designing effective means and content for public relations campaigns
• Implementing and managing public relations campaigns
  • Select and implement appropriate public relations tools
  • Manage resources, budget and campaign schedule
  • Dealing with the media and the public efficiently and professionally
• Measure and evaluate the effectiveness of public relations
  • Techniques for measuring the success of public relations campaigns
  • Analyze data and extract lessons learned to improve future performance
• Creativity and innovation in public relations
  • Apply creativity methods in designing public relations campaigns
  • Develop new concepts and innovative strategies to communicate with the public
• Communication strategies
  • Understanding the target audience and analyzing its needs and expectations
  • Develop effective communication strategies and key messages
  • Using various media and social media in public relations
• Crisis and reputation management
  • Understand the importance of crisis management in the field of public relations
  • Develop rapid and effective response strategies to potential crises
  • Managing communication with the media and the public during crises
  • Restoring and protecting the organization’s reputation after crises
• Media and relations with the press
  • Understanding the role of the media in public relations and how to deal with the media.
  • Develop effective relationships with journalists and media professionals.
  • Writing press releases and managing media coverage.
• Modern techniques in public relations
  • Taking advantage of social media in public relations and marketing.
  • Analytics and big data in improving communication strategies.
  • Rapid response and interactive strategies in dealing with followers and the public.
• Ethics and social responsibility
  • Promoting ethics and professional obligations in the practice of public relations
  • Ethical values in communicating with the public and institutions
  • Corporate social responsibility and the role of public relations in promoting it