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Public Relations and Media Skills for Public Corporate Officers

By: LCL Coaches Consultants  

Lagos State, Nigeria

22 - 25 Jun, 2021  4 days

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NGN 140,000

Venue: Lagos

The public image makes up 63% of the value of most companies today.  When a company's reputation breaks down, it affects the company’s entire corporate existence and its affiliates. Public relations are the communication of an intended message that aims to result in a shift of the audience's attitude (towards a person, brand, event, etc.). Public relations is about sending the right messages to the right place and the right people, creating a stronger brand reputation.

Course Objectives

By the end of the course, participants will be able to:

  • Analyze and assess the latest PR concepts and strategies in a variety of contexts
  • Appraise certain PR techniques and approaches appropriately in order to link them to the working environment
  • Demonstrate key PR skills relating to verbal and written communication as well as editorial, layout, and production techniques
  • Apply the main media skills in PR
  • Prepare, present and deliver effective oral messages in public
  • Use their PR skills as promotional tools

Day One

PR concepts

  • Criteria for successful PR
  • PR tools
  • Definition, roles, and situations
  • Qualities for successful PR staff

Functions of Public Relations

  • Anticipating, analyzing, and interpreting public opinion
  • Drafting strategies for campaigns and other plans
  • Writing and/or reviewing press releases and other web content
  • Planning and executing special public outreach events
  • Developing a crisis public relations strategy
  • Managing online presence of the organization
  • Dealing with government and legislative agencies on behalf of the organization
  • Handling investor relations
  • Dealing with public groups and other organizations

Day Two

  • Advantages of Public Relations
  • Build organizational goodwill and brand in the market
  • Improve industry relations
  • Develop relations with the media
  • Improve relations with investors and stakeholders
  • Connect better with an internal audience

PR and communication skills

  • Importance of communication in PR
  • The PR officer as a communicator
  • Exchange of messages
  • Models of the communication process
  • Overcoming communication barriers
  • Importance of body language in PR activities
  • Definition of effective writing
  • Use of clear language
  • Writing memos, letters
  • Preparing colorful newsletters
  • Designing and preparing attractive brochures

PR responsibilities

  • Corporate image identity and reputation
  • Benefits of an effective corporate image
  • Internal and external spheres
  • Forming a corporate image on the spheres
  • Promotes brand value
  • Strengthens community relations

Day Three

Presentation skills and delivering a speech

  • Key characteristics of dynamic speakers
  • Importance of preparation
  • Selecting a topic and purpose
  • Analyzing the audience
  • Rehearsing the speech
  • Public speaking anxiety
  • Verbal characteristics and eye contact

The PR promotional role

  • Decision-making process of consumers
  • Corporate community involvement
  • Marketing PR (MPR)
  • PR role in marketing
  • Sponsorship and promotions
  • Organizing different exhibitions

Day Four

PR and the media

  • Definition of media
  • Types of media
  • Recorded and live interviews
  • Behavior during media interviews
  • PR and the media: the tools
  • Press conferences
  • Preparing press kits
  • Preparing press releases
  • Dealing with the media
  • Building good relations with the media
  • Dealing with the press during times of crisis

Challenges in Public Relations

  • No direct control on news or information released
  • No guaranteed results
  • Minimal evaluation
Lagos Jun 22 - 25 Jun, 2021
NGN 140,000.00(Group Registration Discount Applies)
(Convert Currency)


Executive Coach Olusina Lajorin

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