21 & 22 May 2025| Sandton, Johannesburg
25 & 26 September 2025 | Virtually
IMPORTANT NOTE:
This workshop is designed for younger, less experienced entrants to the PR and Communication profession or professionals who move into the world of PR from other disciplines.
About the course
Public relations are the systematic improvement the common understanding between an organization and its environment. In simple word public relations are a service which helps the organizations to introduce themselves to the public and the media networks in their work space scope. The need for public relation is growing rapidly. Different variety of people and organizations may go under the category of PRs, for instance: government, business organization, industries, educational organizations, business owners, athletics, etc.
Course Outline
PUBLIC RELATIONS: MANAGING IMAGE AND PERCEPTIONS
¨ Defining the concepts
¨ PR, image and perception
¨ The values of a positive corporate image
¨ Factors affecting corporate image
MEDIA RELATIONS
¨ The role players: management, the public & the media
¨ Managing image through the media
¨ The media / PR dichotomy
¨ Understanding the media
¨ What is news?
¨ Publicity and News
¨ Managing the media relationship
¨ Media Conferences
¨ Writing a good media release
REPUTATION MANAGEMENT
¨ Knowing your reputation
¨ 6 pillars of reputation management
¨ The new role of PR
¨ Online reputation management – a new threat
¨ Social media and reputation management
¨ Online communication strategies
¨ Protecting your brand online
¨ Credibility starts at home
¨ Assessing risks to reputation
A NEW SLATE – WRITING FOR THE WEB
¨ How people read online
¨ Understanding what you visitors want
¨ Common mistakes in web writing
¨ A few thoughts on search Engine Optimisation (SEO)
¨ Writing for the web
BRINGING THE BRAND PROMISE TO LIFE – INTERNAL COMMUNICATION
¨ Employee behaviour
¨ Internal Branding
¨ Organisational values: Holy Grail or Pandora’s Box?
¨ Guidelines on Internal Communication
CRISIS COMMUNICATION
¨ A typology of crises
¨ The 6 phases of a crisis
¨ Managing crises
¨ Key elements of a Crisis Plan
¨ Scenario planning
¨ Crisis Inventory planning
¨ Victim assistance
¨ Crisis Communication Plan implementation
¨ What not to do …
¨ Lessons from Hurricane Katrina