Public Relations Campaigns: From Planning to Execution
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
PR officers and staff responsible for organisational image work through campaign planning and delivery across six modules in five days. Delegates develop plans using SWOT analysis, audiences and messages, then connect campaigns to strategic management. Crisis communication, reputation and evaluation sessions cover the decisions needed to implement a plan and assess its effectiveness.
Classroom
Public courses in our cities
- 26–30 Oct 2026Muscat£3,080 + VAT
- 9–13 Nov 2026London£3,360 + VAT
- 23–27 Nov 2026Manama£3,080 + VAT
- 14–18 Dec 2026Istanbul£2,280 + VAT
- 28 Dec – 1 Jan 2026Dubai£4,200 + VAT
- 4–8 Jan 2027Rome£3,400 + VAT
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- 18–22 Jan 2027Riyadh£4,200 + VAT
- 1–5 Feb 2027Munich£3,400 + VAT
- 15–19 Feb 2027Doha£4,200 + VAT
- 8–12 Mar 2027Amsterdam£3,400 + VAT
- 22–26 Mar 2027Geneva£4,200 + VAT
- 12–16 Apr 2027London£3,360 + VAT
- 26–30 Apr 2027Abu Dhabi£4,200 + VAT
- 10–14 May 2027Istanbul£2,280 + VAT
- 24–28 May 2027Cairo£2,280 + VAT
- 7–11 Jun 2027Rome£3,400 + VAT
- 21–25 Jun 2027Jeddah£4,200 + VAT
- 5–9 Jul 2027Munich£3,400 + VAT
- 19–23 Jul 2027Singapore£4,200 + VAT
- 9–13 Aug 2027Amsterdam£3,400 + VAT
- 23–27 Aug 2027Muscat£3,080 + VAT
- 13–17 Sep 2027London£3,360 + VAT
- 27 Sep – 1 Oct 2027Casablanca£2,280 + VAT
- 11–15 Oct 2027Istanbul£2,280 + VAT
- 25–29 Oct 2027Manama£3,080 + VAT
- 1–5 Nov 2027Rome£3,400 + VAT
- 15–19 Nov 2027Amman£3,400 + VAT
- 6–10 Dec 2027Munich£3,400 + VAT
- 20–24 Dec 2027Madrid£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
A public relations (PR) campaign needs a plan and resources for implementation. This course provides a route through both tasks for officers and other staff who create or enhance their organisation's image. The course examines a claim that more than 50% of new businesses fail in their first year and considers the role of PR planning and resources. Delegates examine the concepts behind PR and how its work differs from advertising.
The plan comes next. Sessions move from SWOT analysis and target audiences through goals, objectives and messages to strategy, tactics, timelines and responsibilities. Delegates consider the campaign's contribution to strategic management, including environmental scanning and issues management, before examining the rules and principles for communicating during a crisis.
Image and reputation receive a separate module, covering public opinion, organisational identity and relationship management. Evaluation then considers outputs and outcomes, the planning process and goals, and how results compare with objectives. Measurement techniques address production and exposure, alongside the limitations of traditional approaches. Lectures, exercises and experience sharing support the work on actual problems and solutions.
Course objectives
By the end of the course, delegates will be able to:
- Define PR concepts and distinguish PR from advertising
- Create and implement a PR plan
- List the contributions of PR campaigns to strategic management
- Manage a crisis through PR
- Explain the importance of organisational and corporate image
- Measure the effectiveness of PR
Target competencies
- Planning and organisation
- Leadership and direction
- Analysis and evaluation
- Inspiration and rapport building
- Communication skills
Who should attend
This course suits:
- PR officers
- Key personnel involved in creating and improving their organisation's image
Training methodology
- Interactive learning tools support work in a multilateral environment.
- The 4 learning pillars comprise lectures and presentations on concepts, role-play through group exercises, roundtable discussions to share experience, and examination of actual problems and solutions.
Course modules
- Module 1
Reviewing PR principles
- Definitions and concepts of PR
- Stakeholders involved in PR
- The components of PR activity
- Distinguishing PR from advertising
- Module 2
Developing and delivering a PR plan
- Defining a PR plan and why it is needed
- Features of a PR plan
- SWOT analysis: Strengths, Weaknesses, Opportunities and Threats
- Identifying target audiences
- Setting goals for intended achievements
- Setting objectives for required action
- Writing simple, descriptive key messages
- Strategy: methods of achieving objectives
- Tactics: costs and deadlines
- Setting timelines and allocating responsibilities
- Module 3
Campaigns within strategic management
- Linking PR with strategic management
- Adopting a strategic approach
- What PR can achieve
- Scanning the environment
- The internal and external environment
- Managing issues
- Module 4
Applying PR in a crisis
- Defining and recognising a crisis
- Rules to follow during a crisis
- How a crisis progresses
- The principle of disclosure
- The principle of symmetrical communication
- The relationship principle
- The principle of accountability
- Module 5
Organisational image and reputation
- Public opinion: attitudes, opinions and actions
- Developing an organisation's image
- Variables involved in managing image
- Managing image and reputation
- The progression from identity to reputation
- Managing relationships
- Module 6
Evaluating PR effectiveness
- Evaluation purposes: outputs and outcomes
- Assessing process and goals
- Comparing results with objectives
- Measuring production and exposure
- Limitations of traditional evaluation
- Techniques for measurement
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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