The British Academy for Training and Development offers this training program on Strategic Communications and Public Relations, aiming to equip participants with the professional skills needed to handle corporate communication tools and apply best practices in building institutional image and enhancing relationships with both internal and external audiences.

In an era marked by rapid developments and multiple information sources, strategic communication has become a central tool for institutional success and the ability to influence and craft messages effectively. Public relations is no longer merely a promotional activity; it has evolved into a key component of corporate planning and decision-making, playing a vital role in building trust, strengthening credibility, and maintaining ongoing engagement with stakeholders.

This program aims to enable participants to understand modern dimensions of public relations, learn how to plan strategic communication, manage traditional and digital media, and handle communication during crises—enhancing the institution’s ability to interact intelligently with its audience and safeguard its reputation in an environment full of challenges and media pressures.

Who Should Attend?

• Public relations and corporate communication officers and managers.

• Employees in media and communication departments in the public and private sectors.

• Marketing and internal communication professionals in companies and organizations.

• Staff working in corporate social responsibility and institutional identity departments.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand modern concepts in strategic communication and public relations.

• Develop effective communication planning and writing skills.

• Strengthen the ability to build corporate image and engage with target audiences.

• Recognize digital media tools that support public relations activities.

• Acquire methodologies for managing media crises and corporate reputation.

• Principles of Corporate Communication

  • Definition and objectives of corporate communication

  • Components and elements of the communication process

  • Differences between internal and external communication

• Evolution of Public Relations and Its Modern Role

  • Stages of development in public relations

  • Public relations as a strategic tool

  • The relationship between public relations and decision-making

• Communication Environment Analysis

  • Identifying target audiences and their characteristics

  • Analyzing internal and external environments

  • Collecting data and information to define priorities

• Building the Communication Plan

  • Setting objectives and key messages

  • Selecting appropriate tools and channels

  • Preparing implementation and follow-up schedules

• Media Tools in Public Relations

  • Writing press releases and media content

  • Communicating with journalists and media institutions

  • Organizing press conferences and media events

• Digital Public Relations

  • Using social media to build institutional image

  • Managing digital content and media campaigns

  • Engaging with audiences across digital platforms

• Building Corporate Image

  • Concepts of image and public perception

  • Differences between image, reputation, and identity

  • Factors influencing the formation of corporate image

• Corporate Identity Management

  • Elements of visual and verbal identity

  • Unifying messages and overall image

  • Aligning organizational values with declared identity

• Communication During Crises

  • Types of crises and their impact on corporate communication

  • The role of public relations in crisis response

  • Preparing proactive crisis communication plans

• Corporate Reputation Management

  • The importance of reputation for institutional sustainability

  • Techniques for monitoring and analyzing reputation

  • Strategies for improving reputation after crises