An Intensive 5-day Training Course
Advanced Public Relations in Media Skills
Learn Advanced Media Skills to Build Strong Public Relations and Manage Your Brand Image
CLASSROOM DATES
INTRODUCTION
The Advanced Public Relations in Media Skills training course by EuroMaTech equips participants with the advanced strategies, tools, and techniques necessary to build, manage, and protect an organisation’s reputation in an increasingly complex media environment.
This training course explores how modern communication platforms, digital channels, and real-time media have transformed the way businesses engage with internal and external audiences. Participants will gain a deeper understanding of how to craft compelling messages, manage media relations, and align corporate communication strategies with business objectives.
By combining theory with practical exercises, this course helps professionals strengthen their media presence, anticipate communication challenges, and deliver impactful messaging that builds trust and credibility across all stakeholder groups.
Participants attending the Advanced Public Relations in Media Skills training course will develop:
- Advanced knowledge of corporate communication strategies and media management
- Skills to handle press relations and stakeholder communication with confidence
- The ability to shape and influence public perception through effective storytelling
- Techniques to align internal and external communications for consistency and clarity
- Practical expertise in developing communication plans that enhance corporate reputation
TRAINING OBJECTIVES
This EuroMaTech Advanced Public Relations in Media Skills training course aims to enable participants to:
- Understand the strategic role of public relations and media management in reputation building
- Develop stakeholder engagement plans for effective communication and feedback
- Coordinate communication strategies and corporate affairs activities
- Apply research and analytics to evaluate the impact of communication initiatives
- Design structured plans for managing crises and sensitive media situations
- Build long-term trust and credibility through transparent communication
- Measure media outcomes and demonstrate value to senior management
WHO SHOULD ATTEND?
This Advanced Public Relations in Media Skills training course is ideal for professionals responsible for managing communication, reputation, and stakeholder relations. It will be beneficial to:
- Public Relations and Corporate Communications Professionals
- Media and Press Officers
- Marketing and Brand Communication Managers
- Senior Executives and Spokespersons
- Personnel and HR Professionals involved in internal communication
- Customer Relations and Public Affairs Specialists
- Managers seeking to strengthen their communication and media engagement skills
TRAINING METHODOLOGY
This EuroMaTech training course combines expert-led presentations with interactive discussions, real-world case studies, and media simulations. Participants will engage in practical exercises to develop press materials, manage interviews, and respond to communication challenges effectively.
Using a blend of proven communication models, video analyses, and group work, delegates will learn to apply advanced public relations principles in their professional contexts. This participatory approach ensures that each attendee gains both theoretical knowledge and hands-on skills relevant to their role.
TRAINING SUMMARY
The Advanced Public Relations in Media Skills training course by EuroMaTech provides participants with the essential tools and insights to manage reputation, media relations, and stakeholder engagement at a strategic level. It explores the evolving role of public relations within corporate affairs and how effective communication drives trust and performance.
By the end of the course, delegates will have developed the confidence and capability to plan, execute, and measure impactful PR strategies that align with their organisation’s goals and reinforce its reputation in the public sphere.
TRAINING OUTLINE
Day 1: The Power of Communication
- Welcome and Introductions
- Programme Overview, Design and Options
- Opening Exercise: Goal Setting
- The Big Picture: Overview and PR Strategy
- When Public Relations Should Be Used
- Corporate Identity and Image: Establishing a Positive Image and Identity
- Becoming a Neighbour of Choice: External Reputation Management
- Leaders’ Role in Managing Communications
Day 2: From the Inside Out: Crafting Consistent Messages
- The Expectations of Employees and Employers
- Understanding Audiences: Segmenting and Prioritising
- Plotting the Stakeholder Communication Journey
- Getting the Message Out to Audiences
- Storytelling: Creating an Unfolding Story People Pay Attention to
- Empowering Employees Through Social Media
- Steps for Creating Clear Content that has Impact
- Developing Trust and Credibility with Senior Leaders
Day 3: Risks and Threats: Their Identification and Management
- Planning for the Unexpected
- Using Communication Activities to Manage Risk to Reputation
- Repairing a Damaged Reputation
- Identifying Opinion Formers and Influencers
- Engaging with Key Decision Makers
- Principles for Building Sustainable Relationships with Decision Makers and Influencers
- VIP and Political Contact Programmes
- Monitoring Political Activities
Day 4: Corporate Communications/PR in the Corporate Mix
- Media Relations Best Practices
- Effective Event Management
- Developing a Crisis Management Toolkit
- Hosting VIP Visits
- Protocol in Practice
- Financial PR Activities and Roles
- Multinational and Global Communication Challenges
Day 5: Powerful and Persuasive Planning
- 10 Stages of PR Planning
- Using Market Research to Plan PR Activities
- Developing Measurable Objectives for Activities
- Identifying Core Messages
- Developing Practical Communication Toolkits
- Creating a Schedule of PR Activities
- Measuring Outputs, Outcomes and Value
CALL ME BACK
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ACCREDITATION
EuroMaTech is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org.
Euromatech is a Knowledge & Human Development Authority (KHDA) approved training institute in Dubai, licensed and approved to deliver training courses in the UAE.
The KHDA is the regulatory authority in the UAE, that oversees administering, approving, supervising, and controlling the activities of various education providers in the UAE. We are proud of our commitment to ensuring quality training courses and status as a KHDA-approved training provider.
FAQ
EuroMaTech provides a range of ISO certification and compliance training courses, including:
- ISO 9001 – Quality Management Systems Training
- ISO 45001 – Occupational Health & Safety Management Training
- ISO 14001 – Environmental Management Systems Training
These courses help organizations adopt internationally recognized standards and improve their overall performance.
To register for a training course, you can:
- Visit the EuroMaTech website, browse the available courses, and follow the online registration process.
- Contact EuroMaTech’s support team for assistance with course selection or inquiries about corporate training solutions.
EuroMaTech stands out as a leader in training and professional development due to:
- 30+ years of experience delivering high-impact training courses across industries.
- Accreditations from leading institutions, ensuring top-tier course quality and recognition.
- A portfolio of thousands of training courses, serving professionals at every level.
- A focus on innovation and future-ready learning models, including blended and digital training.
- Long-term partnerships with organizations globally, ensuring sustained success through talent development.
EuroMaTech has successfully delivered thousands of training courses, with thousands of professionals from over 50 countries attending annually.
We are happy to share the profiles of our expert instructors. To learn more about their qualifications and experience, please contact us info@euromatech.com
We provide two flexible training formats to suit your preferences:
- Classroom Training: Experience in-person learning with expert instructors. Engage in interactive discussions, hands-on activities, and benefit from face-to-face networking.
- Online Training: Join live online sessions from anywhere, offering flexibility for those with busy schedules or who prefer remote learning.
- In-House Training: We can bring our training directly to your organization, allowing for tailored sessions that address your specific needs and objectives.
Yes, we provide tailored training solutions designed to meet the specific needs of your organization. Customized courses can be delivered either in-person or online, and you can select the dates and duration that best fit your schedule. For more details, please contact us at inhouse@euromatech.com
Yes, we can assist you with the following:
- Corporate Discount: If available, we can extend our corporate discount for your stay at selected hotels.
- Hotel Suggestions: We can provide recommendations for nearby hotels based on your preferences and budget.
Feel free to explore online booking platforms for the most cost-effective options.
