Strategic Public Relations and Protocol Program

Introduction

First impressions are often made within seven seconds of a meeting and are difficult, if not impossible, to change. Among other things, this course helps you leave a great first impression. It also addresses how to deal with others in a business setting taking into account differences in culture and region. Since business is often conducted over lunch or dinner, dining skills can also impact someone’s opinion of you as a potential business partner. During the five days of this course, you will also get tips on how to apply proper manners and business etiquette in many different settings. In addition, many diplomatic 'incidents' occur due to the personnel's lack of understanding of various protocol standards. Therefore, a portion of the course is dedicated to introducing the international rules of protocol that need to be implemented during formal occasions and visits.

This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management and directly contribute to the organization’s success by enhancing their reputation and improving their relationships. You will be shown how the fundamentals of PR are vital, and how significant they are to understand organizational reputation and relationships. A PR professional can often be in a challenging, difficult, and even confusing situation. Therefore, attending this course will enable you to develop the skills needed to present practical and achievable plans that win the confidence of management.

Objectives

By the end of the Course, Participants will be able to:

• List the functions of public relations in a changing environment
• Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional
• Practice the key communication skills and techniques essential for performing their PR duties
• Implement their know-how to communicate effectively with the internal and external publics of the organization
• Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication
• Prepare and execute a press conference
• Explain how to behave correctly in both business and social situations
• Describe how to interact and communicate effectively with different types of guests
• Demonstrate appropriate personal and professional conduct
• Plan VIP visits and formal occasions while executing the role of the ideal host
• Apply proper communication etiquette
• Implement different variations in protocol and etiquette from different cultures, nations and regions

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practices. Participants will have the opportunity to share with the facilitator and other participants what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

Personnel officers, public relations professionals, event organizers, personal assistants, employees in the hospitality business, and all those whose position requires dealing and interacting with important persons in both government and private sectors.

Target Competencies

• Public speaking
• Verbal and non-verbal communication
• Influencing
• Presentation delivery
• Active listening
• Building rapport

Course Outline

The Role of PR Professionals in Dealing with the Internal and External Public

• Understanding difficult personalities
• Dealing with difficult personalities

Written Communication Skills

• Writing for the eye and ear
• Fundamentals of writing
• Written communication media
• Preparing a press release
• Writing and producing newsletters
• Designing and producing brochures
• Preparing articles for magazines

Oral Communication Skills

• Kinds of verbal communication
• How to prepare for a presentation or a speech
• Rehearsing your presentation or speech
• Verbal and non-verbal skills while presenting

Press Conferences

• Defining a press conference
• Reasons to hold a press conference
• Conducting a press conference
• Preparing a media and press kit
• Building good relations with the media
• Principles of dealing with the press during a crisis

Principles of Business Etiquette and Protocol

• Definitions and concepts
• Guiding principle
• Importance of etiquette in business
• Importance of protocol in business
• The importance of manners
• Creating the right corporate image
• Six basic principles

Achieving Communication Success

• Communication levels and definitions
• The four principles of communication
• Elements of the communication process
• Communication delivery aspects
• Barriers to effective communication
• Overcoming communication barriers
• Communicating across cultures
• Managing perceptions and biases
• Communication key qualities
• Listening etiquette

Personal and Professional Conduct

• Universal expectations for behavior
• Etiquette for formal occasions
• Handling difficult personalities
• Four choices for dealing with various behaviors
• International business etiquette
• Customs and cultures
• Best practices

Planning and Hosting VIP Occasions

• Preparation for official visits
• Protocol at events and summits
• Key qualities of the ideal host
• Seating strategies
• Risk and contingency planning
• Mistakes to avoid
• Meeting at airports

Proper Communication Etiquette

• Phone etiquette
• Meeting etiquette
• Email etiquette
• Titles and forms of address
• Exchanging gifts

Variations in Protocol and Etiquette

• Administrative protocol
• Flags, anthems, and logos
• Awkward situations and solutions
• Panoramic view of variations