Strategic Public Relations Management

Course overview

Public relations is often reduced to press releases and events, yet its real value lies in building relationships that help an organisation achieve its goals. PR officers in the region must manage demanding stakeholders, a fast-moving media environment and close public scrutiny. This public relations management course gives them a strategic, planned approach.

Participants learn how PR supports organisational strategy and reputation, and how to use research to understand stakeholders and issues. They practise building PR plans with clear objectives, audiences, messages, channels and evaluation. The course covers stakeholder engagement, media relations, digital PR, internal communication, issues management and crisis readiness, and ethics in public relations. Measurement receives close attention, moving beyond counting coverage to outcomes and return on investment. Participants develop a PR plan for a real issue facing their organisation.

Participants leave able to plan and manage PR that builds relationships, protects reputation and shows measurable results.

What you will be able to do

• Explain the strategic role of public relations
• Use research to understand stakeholders and issues
• Build PR plans with measurable objectives
• Engage stakeholders and media effectively
• Prepare for issues and crises
• Measure PR outcomes and demonstrate value

Who should attend

For PR and communication officers and managers who plan and deliver public relations for their organisations.

• Public relations officers
• Communication officers
• Corporate affairs staff
• Marketing and brand officers
• County and ministry communication staff
• NGO communication managers

Course outline

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.