Public Relations and Media Skills
Intensive 5-day course · English, Arabic & European languages
- Duration5 days
- FormatClassroom or live online
- LanguageEnglish, Arabic or a European language
- CertificateARUK Certificate of Attendance
- FeeFrom £2,280 + VAT
Public relations officers and staff dealing with internal or external audiences practise communication and media work in a five-day course with six modules. Delegates examine corporate image and reputation, prepare written materials and oral messages, and consider interviews and crisis coverage. The programme also explores PR's promotional role, including community involvement, sponsorship and exhibitions.
Classroom
Public courses in our cities
- 26–30 Oct 2026Jeddah£4,200 + VAT
- 9–13 Nov 2026London£3,360 + VAT
- 23–27 Nov 2026Muscat£3,080 + VAT
- 14–18 Dec 2026Istanbul£2,280 + VAT
- 28 Dec – 1 Jan 2026Manama£3,080 + VAT
- 4–8 Jan 2027Rome£3,400 + VAT
Show 23 more dates
- 18–22 Jan 2027Dubai£4,200 + VAT
- 1–5 Feb 2027Munich£3,400 + VAT
- 15–19 Feb 2027Riyadh£4,200 + VAT
- 8–12 Mar 2027Amsterdam£3,400 + VAT
- 22–26 Mar 2027Doha£4,200 + VAT
- 12–16 Apr 2027London£3,360 + VAT
- 26–30 Apr 2027Geneva£4,200 + VAT
- 10–14 May 2027Istanbul£2,280 + VAT
- 24–28 May 2027Abu Dhabi£4,200 + VAT
- 7–11 Jun 2027Rome£3,400 + VAT
- 21–25 Jun 2027Cairo£2,280 + VAT
- 5–9 Jul 2027Munich£3,400 + VAT
- 19–23 Jul 2027Jeddah£4,200 + VAT
- 9–13 Aug 2027Amsterdam£3,400 + VAT
- 23–27 Aug 2027Singapore£4,200 + VAT
- 13–17 Sep 2027London£3,360 + VAT
- 27 Sep – 1 Oct 2027Muscat£3,080 + VAT
- 11–15 Oct 2027Istanbul£2,280 + VAT
- 25–29 Oct 2027Casablanca£2,280 + VAT
- 1–5 Nov 2027Rome£3,400 + VAT
- 15–19 Nov 2027Manama£3,080 + VAT
- 6–10 Dec 2027Munich£3,400 + VAT
- 20–24 Dec 2027Amman£3,400 + VAT
Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%
Can't make these dates? We can run this course for your team on dates that suit you. Ask for custom dates · In-house options
Online (live)
With a trainer, on dates to suit your team
This course can be taught live online by a trainer, in English, Arabic or any European language, for one person or a whole team.
£1,850 + VAT
Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%
Tailor this course
Pick what you want changed and we’ll come back with a proposal and price.
Course overview
Reputation needs attention before a crisis. Public relations (PR) staff are responsible for presenting a positive company image and responding quickly when events attract negative coverage. The course examines that responsibility and the communication techniques used to support it, including assessing crisis situations and working with media while promoting the organisation's reputation.
Communication work ranges from message exchange and process models to body language, clear writing and document production. Delegates consider memos, letters, colourful newsletters and brochure design alongside editorial, layout and production techniques, before looking at corporate identity and image in the internal and external spheres. These topics connect PR approaches to the working environment.
Media sessions address live and recorded interviews, press conferences, releases and press kits, together with media relationships and crisis dealings. Public speaking receives a separate module covering preparation, rehearsal, audience analysis and anxiety. The final module follows consumers' decisions and the promotional uses of PR, including Marketing PR (MPR), community activity and exhibitions.
Course objectives
By the end of the course, delegates will be able to:
- Analyse and assess current PR concepts and strategies in different contexts
- Appraise PR techniques and approaches for application at work
- Demonstrate verbal and written communication skills alongside editorial, layout and production techniques
- Apply the main media skills used in PR
- Prepare and deliver effective oral messages in public
- Use PR skills in promotional activities
Target competencies
- Verbal and nonverbal communication
- Presentation
- Influence
- Time management
- Evaluation
- Decision making
Who should attend
This course suits:
- PR officers and key personnel who interact with internal and external audiences
- Managers and supervisors in personnel, marketing, sales, training and administration
- Managers and employees involved in media activities
Training methodology
- An interactive course uses learning tools, trainer presentations and facilitation.
- Group exercises and roundtable discussions accompany video clips and case studies, with debriefing to review the work.
Course modules
- Module 1
PR practice and professional roles
- Criteria for successful PR work
- Tools used in PR
- Defining PR, its roles and relevant situations
- Qualities needed by PR staff
- Module 2
Communication and written materials
- Why communication matters in PR
- The PR officer's communication role
- Exchanging messages
- Models of the communication process
- Addressing barriers to communication
- Body language in PR activities
- Defining effective writing
- Using clear language
- Writing letters and memos
- Producing colourful newsletters
- Designing and preparing appealing brochures
- Module 3
Responsibility for corporate image
- Corporate image, identity and reputation
- Benefits of an effective corporate image
- Internal and external spheres
- Shaping corporate image within these spheres
- Module 4
Media skills and relationships
- Defining media
- Types of media
- Live and recorded interviews
- Conduct during media interviews
- Tools linking PR and media
- Running press conferences
- Assembling press kits
- Writing press releases
- Working with media
- Developing good media relationships
- Handling the press during crises
- Module 5
Preparing and delivering speeches
- Characteristics of engaging speakers
- The importance of preparation
- Choosing the topic and purpose
- Analysing the audience
- Rehearsing a speech
- Managing public speaking anxiety
- Verbal delivery and eye contact
- Module 6
PR in promotion and marketing
- How consumers make decisions
- Corporate involvement in the community
- Marketing PR (MPR)
- PR's contribution to marketing
- Sponsorship and promotional activities
- Organising different types of exhibition
Certificate
Every delegate who completes the course receives an ARUK Training Certificate of Attendance.
Frequently asked questions
How do I register?
Choose a date and city in the schedule and press Register, or send us an enquiry. Our team confirms your place and sends an invoice.
Are fees shown with VAT?
Fees are shown per delegate and exclude VAT, which is added to the invoice where applicable.
Can this course be delivered for our team only?
Yes. Any ARUK course can be delivered in-house at your premises, in a meeting room we book for you, or 1-to-1.
Is this course available online?
Yes. We run it live online with a trainer, on dates that suit your team, for £1,850 + VAT per delegate.
Is there a group discount?
Yes. 20% for 2 delegates, 35% for 3 delegates and 50% for 5 or more delegates on the same course.
Can the course be delivered in Arabic or another language?
Yes. Our courses can be delivered in English, Arabic or any European language, by a trainer who teaches in that language. Mention your preferred language when you register or enquire.
What certificate will I receive?
An ARUK Training Certificate of Attendance.
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