Certificate in Public Relations Practice is part of the Knowledge & Networking Division of Informa PLC
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
Certificate In Public Relations Practice
شهادة في العلاقات العامة
Latest Trends And Techniques In The Practice Of Modern Day Public Relations Including The Biggest Influencer In Today’s Strategic Communications Planning – Digital And Social Media Strategies
Dates, TBC
Venue TBC, Dubai, UAE
Call Me Back

The international free flow of information, globalisation and the speed at which news is being disseminated via social media have made the fields of PR and Marketing imperative for any business, government organisation, or corporation.

From world-leading nations to small islands, global corporations to local businesses, all are finding themselves exposed and vulnerable to the speed of communication and the power of unchecked narratives channelled through the web.

Today more than ever, they are vulnerable to crisis, as they are constantly put under the microscope. It is within this new media world order that the need for constant "engagement" and "relationship building" has become the bread and butter of PR and Marketing professionals.

This course will touch on the latest trends and techniques used today in the public relations industry while highlighting the shifts in the practice. Throughout the four days sessions you will learn the "how to", "when" and "what" constitute a successful public relations campaign.

سوف تصطحبكم هذه الدورة خطوة بخطوة نحو أفضل نهج لتخطيط العلاقات العامة وإدارتها. وسوف يتمكن المهنيون من خلال إتباع المبادئ التوجيهية من تحقيق النتائج التي يمكن قياسها وإعداد تقرير عنها وتقديمه إلى الإدارة العليا، معززين بذلك سمعة المؤسسة بشكل مباشر. توفر هذه الدورة منبرًا لجميع المهنيين في مجال العلاقات العامة الذين يبحثون عن تحدٍّ أكبر وأداء أفضل. وسيتعرف المشاركون على أساسيات العلاقات العامة الحيويّة ومهارات التعامل الدبلوماسي الذي سيساعدهم على فهم مبدأ السمعة والعلاقات.

  • Session 1: The Power Of Communications Today – Trends And Statistics
  • Session 2: Social Media Monitoring Tools And Benefits
  • Session 3: Principles Of Communications
  • Session 4: Essential Elements For A Successful Public Relations Program
  • Session 5: Key Elements Of A Public Relations Campaign
  • Session 6: Understanding And Managing Risk – Crisis Communications
  • Session 7: Essential Skills To Manage Public Relations Plans Energy And Personality
  • Session 8: Presentation Skills – Best Practice
  • العناصر الأساسية لبرنامج العلاقات العامة الناجح
  • الأهداف الرئيسية لبرنامج العلاقات العامة
  • الأسس القويّة لعمليّة التخطيط
  • خطة العلاقات العامة ودعم الإدارة العليا
  • البحوث والتقييم
  • دمج خطة الإدارة في جميع أنشطة العلاقات العامة
  • فهم المخاطر وإدارتها
  • كتابة خطة مقنعة
  • المهارات الأساسية لإدارة خطط العلاقات العامة
  •  تحديد وقياس الأداء: مهارات الحملة
Who Should Attend
  • Executives who wish to sharpen their public speaking skills
  • Managers that need to get a fresh outlook on latest trends in PR
  • Mid-Management Staff who are tasked with handling content and promotional collateral for company social media platforms
  • Executives in charge of decision making and crisis communications planning for their organisations
  • تتناول هذه الدورة بعض العوامل الأساسية وعمليات التخطيط الأساسية؛ كما أنها تتناول الأساس الذي يستخدمه عدد قليل من المهنيين في مجال العلاقات العامة على أعلى المستويات. ولذلك، فهي مناسبة للعاملين في الإدارة العليا الذين يبحثون عن توجهات جديدة أو يرغبون في إضافة بريق جديد لقدراتهم.
  • تناسب هذه الدورة أيضًا التنفيذيين الأصغر سنًا أو الأقل خبرة الذين يتمتعون بالطموح للمضي قدمًا بسرعة في هذا المجال. قد يكون هذا صحيحًا بشكلٍ خاص للمساعدين أو صغار المهنيين الذين يود رؤسائهم تسليمهم مسؤوليات أكبر.
  • كما تركز هذه الدورة على نهج الإدارة المنطقيّة والمثبتة، وسيكون من المثالي أن ينتقل أي مسؤول تنفيذي من وظيفة أخرى إلى إدارة العلاقات العامة بعد حضور هذه الدورة.
Benefits Of Attending
  • Understand and utilise the latest trends in social media practices
  • Enhance and sharpen your skills in crafting and implementing successful strategic communications plans
  • Prepare, assess, craft and manage winning crisis communications and relevant Public Relations (PR) campaigns
  • Learn the power of non-verbal communications and active listening
  • Apply persuasion and influence through PR techniques
  • Understand, analyse and devise the essential concepts of PR in order to successfully train future practitioners
  • البحث في التصورات والطموحات واستراتيجيات الإدارة
  • تحويل أهداف الإدارة إلى إجراءات قابلة للتحقيق في مجال العلاقات العامة
  • كتابة خطة مقنعة، وتقييم النتائج الاستراتيجية وتقديم المقترحات
  • تقديم تقرير عن الأداء واستخدام النتائج لتحسين الأنشطة المستقبليّة
  • دعم المدراء الرئيسيين وفوزهم وثقتهم في كافة مستويات الشركة
  • دمج احتياجات الأقسام وأنشطتها في برنامج العلاقات العامة الأوسع للشركات
  • تقييم الخيارات، والتخطيط لبرنامج العلاقات العامة القوي واعتماده وإدارته
Course Director

    Rebecca Bou Chebel MacMillan
    International Strategic Communications and Reputation Management Advisor

    Rebecca manages strategic communications campaigns for international clients and governments with a focus on the Middle East. She draws on her extensive experience, having worked in the field of corporate and government public relations, and media relations, for the past 15 years.

    Rebecca has designed a comprehensive media-training program for government officials and high-level corporate executives in both Arabic and English. Rebecca's specialisms cover leadership, strategic communications, media relations, crisis communications, public speaking and presentation delivery with the goal to facilitate effective communications and cultural understanding between the Middle East and the West, while sharpening the corporate communication skills for business executives and their corporations.

    Rebecca's trainings are aimed to improve message development and conveyance while upholding local business culture. This practice also aids Western audiences including business, political and the general public to better understand the messages coming from their Middle Eastern counterparts.

    Formerly, Rebecca has served at the US State Department/ USAID, in Baghdad as Senior Media Relations Officer advising on strategic communications initiatives.

    Rebecca has also worked with the RAND Corporation, as a senior communications consultant and trainer to US Department of Defense. In this capacity, Rebecca conducted media relations training for senior Iraqi and US government officials, and led strategic communication efforts. Rebecca has also served in the Office of Her Highness Sheikha Mozah Bint Nasser Al Missned, First lady of Qatar, as her media adviser.

    Rebecca holds a Master of Science in International Affairs (MSFS), from Georgetown University in Washington DC. Rebecca is fluent in Arabic, French and English with a working knowledge of Spanish.

Venue and Accommodation

    Dubai, UAE

    Dubai, United Arab Emirates

    Dubai is a luxurious city destination offering a contrast of east meets west, where the traditional and modern blend in harmony. Dubai is one of seven emirates that belong to the United Arab Emirates located in the Middle East.

    Some fast facts about Dubai, UAE

    • About 80 airlines land daily at the Dubai International Airport.
    • English is spoken quite fluently even though Arabic is the official language
    • Dubai has the largest free trade zone in the Middle East
    • The currency used is UAE Dirham which is pegged to the US Dollar
    • The time zone is GMT +4
    • Friday most businesses stay closed as it is the day of Friday prayers (Jumu'ah)
    • In 2016 Ramadan will take place in June

Course Fees
Date Course Fee Before
24 July 2017
Course Fee Before
28 August 2017
Final Fee
2 – 5 October 2017
US$ 3,995 US$ 4,495 US$ 4,995
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and pass the final day examination will receive an Informa Certificate of Completion.

Pricing excludes 5% VAT, where applicable


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on a.watts@informa.com

You Might Want To Check These Related Events
Copyright © 2016. KNect365, All rights reserved