PR and Communication Competencies on Influencing Public Opinion

Course Overview

This course, examines and focuses on the nature of Public Opinion as a concept, and evaluates the process of political formation, the related theories and Media to increase understanding of how people shape their opinions, and how to effectively communicate with them to urge the public to translate these views into the targeted perceptions.

The course will discuss how to visualize and accurately evaluate Public Opinion, and how public opinion will influence the development of different policies and techniques to take advantage of public opinion and media relations to positively influence the results of the overall public relations process.

The course also considers various issues and Crisis Management topics through a systematic public relations perspective, depending on the life cycle of many cases, Persuasion Theory, and external and internal focus on management of the best interests of both the environment and consumers. This course provides practical experience in problem definition, planning, and strategic analysis. The main focus of this course would involve current PR issues or crises at the local, national, and international levels.

Public Relations have authority over corporate social responsibility through the Cases Management Function and responsibility for corporate reputation, which necessarily means helping to change organizations to achieve new sustainability agendas. Public relations contribute to the effectiveness of organizations by improving organizational relationships and facilitating public talks and discussion. This course helps participants develop an important assessment of the role of Public Relations in the community and the development of analytical and professional skills.

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

Who should attend? 

• Directors and owners of PR Departments and Media Production companies.
• Communications Managers and PR professionals.
• Senior Management Officers and Key Administrative Personnel.
• Operation Managers and Project Managers.
• Corporate Board of Directors and Executive Directors.
• Professionals working in the fields of Media, Public Relations, and Business.
• Officials working in governmental institutions and other related administrative establishments.
• Senior Public Relations Managers, Communications Managers, Agency Account Managers, and Government Communications Managers.
• People who are interested in managing public relations and institutional reputation.
• Brand managers and people interested in trademarks.
• Staff engaged in marketing and corporate communications.
• Communication staff in non-governmental organizations and the public sector.
• People involved in brand communications in the private sector.
• People involved in service industries such as hotels, banks, and retail.
• People who are reclassifying or activating the company's brand.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Studying Public Opinion through a wide range of topics.
• Proper determination of where public opinions or attitudes come from.
• The ability to conduct Comprehensive Surveys on the course related topics.
• Learning how to interpret the results of surveys and the best usage of such data and information, to manage crises, and to develop PR plans that lead to positive results.
• How to convert survey data, into understandable and self-explanatory information.