Objective: To explain the basic principles of Public Relations and the relevant tools used by PR professionals in programming successful offline and online campaigns.

Target audience: Professionals that want to learn how successful PR activities are planned and executed, as well as, to executives that deal with PR specialists and would like to learn the basic tools of an articulate PR program.

Topics to be discussed:

  • What is and what is not “Public Relations”
  • The keywords in the definition of Public Relations
  • Advertising vs. Public Relations
  • Public Relations objectives
  • Interaction between Public Relations & Marketing departments
  • Corporate Social Responsibility in Public Relations
  • Reputation management through public relations
  • Campaign Management Program
  • Defining the appropriate per case strategy
  • How to create great campaigns
  • Planning in Public Relations
  • Product Positioning and PR
  • Basic programming questions in Public Relations
  • Media Relations
  • Crisis Management
  • Stakeholders
  • Online Public Relations
  • Corporate Identity
  • Event Management
  • Sponsorship planning
  • Conference & Exhibition management
  • Venue Openings
  • Press Conferences
  • Corporate Gifts’ strategy
  • Public Relations Vocabulary
  • Case Study Analysis