Module 1: Introduction to Public Relations

• Defining Public Relations: Roles and Functions
• The Evolution of PR: From Traditional to Digital
• Key Publics and Stakeholders in PR
• The PR Plan: Objectives, Strategies, Tactics
• Ethical Considerations in Public Relations
• Practical session: Analyzing different PR campaigns and identifying their target audiences.

Module 2: Principles of Effective Public Relations Writing

• Clarity, Conciseness, and Accuracy in PR Writing
• Understanding Your Audience and Tailoring Messages
• The Inverted Pyramid Style for News Writing
• Crafting Strong Headlines and Leads
• Using Persuasive Language and Calls to Action
• Practical session: Rewriting a vague statement into a clear and concise PR message.

Module 3: Crafting Compelling Press Releases

• Structure and Format of a Standard Press Release
• Writing for News Value: What Makes a Story Newsworthy?
• Developing Strong Quotes and Boilerplates
• Distributing Press Releases Effectively
• Follow-up and Media Relations Post-Release
• Practical session: Drafting a press release for a new product launch or organizational event.

Module 4: Developing Media Kits and Fact Sheets

• Components of a Comprehensive Media Kit
• Writing Engaging Backgrounders and Bios
• Creating Informative Fact Sheets and Q&As
• Visual Elements: Photos, Infographics, and Video
• Assembling and Distributing Media Kits
• Practical session: Developing a fact sheet for a hypothetical organization.

Module 5: Writing for Digital PR: Websites, Blogs, and Social Media

• Web Content Strategy and SEO Basics
• Writing Engaging Blog Posts and Articles
• Crafting Effective Social Media Posts for Different Platforms
• Content Curation and Sharing
• Optimizing Content for Mobile Devices
• Practical session: Writing a series of social media posts for a specific campaign.

Module 6: Storytelling for Public Relations

• The Power of Narrative in PR
• Identifying Compelling Stories Within Your Organization
• Structuring a Story for Maximum Impact
• Using Emotion and Authenticity in Storytelling
• Visual Storytelling through Images and Video
• Practical session: Brainstorming a compelling story idea for an organization and outlining its narrative arc.

Module 7: Creating Engaging Content for Different Platforms

• Beyond Text: Infographics, Videos, Podcasts
• Repurposing Content for Multi-Platform Distribution
• Understanding Platform-Specific Best Practices
• Content Calendars and Planning
• Tools and Resources for Content Creation
• Practical session: Developing content ideas for a video series based on an organizational message.

Module 8: Crisis Communication and Reputation Management

• Defining a PR Crisis and Its Potential Impact
• Developing a Crisis Communication Plan
• Crafting Crisis Statements and Key Messages
• Managing Media Inquiries During a Crisis
• Social Media in Crisis Situations
• Practical session: Drafting a crisis statement in response to a hypothetical negative event.

Module 9: Measuring PR Effectiveness and Impact

• Setting Measurable PR Objectives
• Key Performance Indicators (KPIs) in PR
• Media Monitoring and Analysis
• Sentiment Analysis and Reputation Tracking
• Reporting PR Results to Stakeholders
• Practical session: Identifying relevant KPIs for a given PR campaign.

Module 10: Ethical PR and Building Strong Relationships

• Ethical Codes and Professional Standards in PR
• Building Trust and Credibility with Audiences
• Transparency and Honesty in Communications
• Managing Stakeholder Relationships
• The Future of PR: Authenticity and Purpose
• Practical session: Discussing an ethical dilemma in PR and proposing a resolution.

Requirements:

·       Participants should be reasonably proficient in English.

·       Applicants must live up to Phoenix Training Center admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@phoenixtrainingcenter.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@phoenixtrainingcenter.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254725012095 / +254724452588