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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
2 – 5 October 2017
Conrad Hotel, Dubai, UAE
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Qatar Airways

"IIR (Informa) is able to recognise and develop new trends. The delivery of innovative case studies adds tremendous value to conferences. This gives delegates the perfect balance between theory and practice. I believe in its formula."

Professor Robert Kaplan
Harvard University


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

    Conrad Hotel, Dubai

    Dubai, United Arab Emirates

    Conrad Hotel, Dubai, UAE

    Located conveniently in the hub of Dubai's commercial centre on Sheikh Zayed Road, Conrad Dubai is a stylish city haven within close proximity to Dubai's international financial and convention centre, one of the world's fastest growing airports, as well as world-class shopping destinations.

    • Impressive 54-story hotel
    • 555 luxury rooms and suites
    • Restaurant & Bar collection of 3 contemporary venues
    • One of the largest meeting spaces in the city, with a total area of 4,400 sqm
    • 5,500 sqm outdoor urban pool oasis
    • Fully equipped spa of 2,000 sqm
    • Full valet parking and automated car park with 1,056 parking spaces
    • Most convenient access to the World Trade Centre

    Conrad Dubai
    Sheikh Zayed Road
    P.O. Box 115143 Dubai
    Dubai, United Arab Emirates

    Tel +971 (4) 444 7444
    Fax +971 (4) 444 7445



    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

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.


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

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