Location

Community Services & Continuing Education - Alexandria

Objectives

• The program aims 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.

Outcomes

At the end of this program students will be able to:• Recognize the theoretical and applied framework of public relations as a science and a professional practice.• Evaluate the role and functions of public relations as a mean of communication in tourism and promotion in modern tourism organizations. • Understand the role of public relations as a discipline concerning communication, management, human resources management, marketing, means of communication and new technologies especially in tourism. • Gain international perspectives of public relations practice. • Understand and handle the key processes involved in public relations and advertising in tourism businesses, such as research, planning, strategy and evaluation. • Reinforce the basic concepts of effective public relations in tourism. • Understand of the theory and use of methods and techniques of public relations in tourism enterprises required for the promotion of tourism businesses (accommodation, restaurants, foo

Course Contents

PR conceptso Criteria for successful PRo PR toolso Definition, roles and situationso Qualities for successful PR staffPR and communication skillso Importance of communication in PRo The PR officer as communicatoro Exchange of messageso Models of communication processo Overcoming communication barrierso Importance of body language in PR activitieso Definition of effective writingo Use of clear languageo Writing memos, letterso Preparing colorful newsletterso Designing and preparing attractive brochuresPR responsibilitieso Corporate image identity and reputationo Benefits of an effective corporate imageo Internal and external sphereso Forming a corporate image on the spheresPR and the mediao Definition of mediao Types of mediao Recorded and live interviewso Behavior during media interviewso PR and the media: the toolso Press conferenceso Preparing press kitso Preparing press releaseso Dealing with the mediao Building good relations with the mediao Dealin