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Certificate In Public Relations Management 6 – 9 April 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 26 – 29 October 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE

Shape Your Public Relations Initiatives To Meet Challenges, Deliver Performance And Enhance Organisational Reputation

Key Benefits • • • • • • •

Research the perceptions, ambitions and strategies of management Convert these management aims and objectives into achievable PR actions Write a compelling plan, evaluate strategic outcomes and present your proposals Report back on PR performance and use the results to improve future activities Win support and confidence of key managers across all levels of the organisation Integrate divisional needs and activities into the broader corporate PR programme Evaluate the options, plan, manage and run a powerful PR programme

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The George Washington University School of Business, IIR Middle East’s Academic Partner, is dedicated to excellence: in its teaching and research about management, in the public and private sectors, within the United States and internationally. The school has a 75 year history of preparing men and women for leadership in both the public and private sectors. Known internationally for its dedication to academic excellence, the school draws students from all parts of the United States and around the world. Beyond first class teaching and scholarship, the school’s faculty offers practical experience in the issues and challenges confronting business and government. Its research centres link faculty and students with US and international business and government organisations. Recent distance learning initiatives have expanded the school’s global reach.

Course Requirements And Certificates Delegates must meet two criteria to be eligible for an IIRME/ GW Certificate of Completion for a course: 1. Satisfactory attendance – delegates must attend all sessions of the course. Delegates who miss more than 2 hours of the course sessions will not be eligible to sit the course assessment. 2. Successful completion of the course assessment. Delegates who do not meet these criteria will receive an IIRME Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended.

Course Assessment The assessment for the course will be based on delegates’ class participation and a presentation at the end of the course.

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

T: +971 4 335 2437 F: +971 4 335 2438


Course Overview This course will take you step-by-step through the proven best approach to Public Relations (PR) planning and management. By following these guidelines, PR professionals will achieve results that can be measured and reported back to top management and directly contribute to the organisation’s success through its enhanced reputation and improved relationships. In the process, this will enhance the role and responsibilities of all PR professionals who are looking for a bigger challenge and even better performance. You will be shown how the fundamentals of PR are vital, and how skilful diplomatic handling will help you understand reputation and relationships. A PR Professional can often be in a challenging, difficult and even confusing situation; you will learn to develop the skills to present practical and achievable plans that win management confidence. Under the guidance of one of the world’s most experienced practitioners and recognised top trainer, you will learn how to distinguish between valid management wishes and unrealistic or impractical hopes and dreams – plus how to handle these with persuasive skills and deliver performance that produces measurable results.

Who Should Attend? Though this course covers some fundamental factors and the basic planning processes, it also covers creative concepts that few PR professionals at even the highest levels follow. Therefore, it will be suitable for those at senior levels looking for fresh approaches or wanting to add extra polish to their capabilities. This course would also be right for younger or less experienced executives with the ambition to get ahead quickly in the business. This might be particularly true of assistant or junior professionals where their boss would like to see them take on greater responsibilities. As this course is so focused on logical and proven management approaches, it would be ideal for an executive of any age moving in from another discipline to take up or manage Public Relations after attending this course.

W: www.iirme.com/publicrelations


Case Studies Covered During This Course: Public Relations Successes: • BBC: Facing crises, the corporation fired weak management and made major changes • Dove: Intelligent strategies brought yet another average soap brand to market leader • Land Rover: Skillful market analysis helped the car maker dominate the world’s 4x4 market • Red Bull: Organisation of the world record skydiving event’s success massively raised its profile • Toyota: Consistency in almost everything it does Public Relations Failures: • BP: A PR fiasco, resulting in the collapse of both reputation and sales • European Union: World’s largest international alliance fails to win support of millions of its citizens • Ford/Firestone: Cover-up of fatal accidents led to bitter fight and billions lost by both companies • Qantas: Lazy thinking on grounding planes resulted in collapse in customer confidence • Sony: Ten day delay in dealing with data scandal cost the Japanese giant its credibility

Meet Your Expert Course Director Roger Haywood is a leading UK corporate strategist and commentator on business issues. He is recognised as one of the world’s leading professional Public Relations and marketing trainers. Having created and led leading consultancies in corporate Public Relations and business planning, Roger has advised various international market leaders at board level. More recently, he has also moved into training and corporate strategy. Earlier in his career, Roger developed the innovative business process of issues analysis and management. He ran the world’s first issues audits for organisations including Amnesty International, pharmaceutical leaders Aventis, the International Commodity Traders Cargill, Compaq Computers, the European Commission, General Electric, ICI, major food retailers Sainsbury’s and Unilever. The technique identifies current and potential issues that could affect operations; the audit then rates their potential impact and helps management develop effective strategies and contingency policies. In consultancy, Roger has been a board advisor for organisations such as the Archant publishing group, British Airports Authority, Cadbury Schweppes, Cranfield University School of Management, Electrolux, the First transport group, General Motors, ICI, Rolls Royce, Thomas Cook and Unilever. In honorary capacities he has advised The Child Poverty Action Group, Children First, The Children’s Wish Foundation and The Marketing Society. Haywood founded the Public Relations Standards Council, set up to create standards for Public Relations operations. He has chaired and is a fellow of both the Chartered Institute of Marketing and the Chartered Institute of Public Relations. He was also deputy chairman of the UK’s Public Relations Consultants Association. He was a founder and, later, chairman of the Worldcom Public Relations Group, building the body to become the world’s largest partnership of independent Public Relations consultancies. In his recent career, Roger has developed and presented training workshops across many of the major business capitals of the world. He is also a registered lobbyist with a particular interest in economic policy and development. Roger was appointed chief examiner of CAM (the UK Communications, Advertising, Marketing Education Foundation) for which he wrote the diploma syllabus for Public Relations. To provide the essential education base for students, he wrote the definitive guide to business communications ‘All About Public Relations’, published by McGraw-Hill, which became the best selling text on the subject. He also wrote ‘Managing Your Reputation’ and ‘Public Relations For Marketing Professionals’, published by Macmillan for the Chartered Institute of Marketing. His most recent book is ‘Corporate Reputation, The Brand And The Bottom Line’, published by Kogan Page. In 2006, Haywood was awarded an honorary doctorate of letters by University College, London, for his work in corporate social responsibility.

T: +971 4 335 2437 F: +971 4 335 2438 E: register@iirme.com W: www.iirme.com/publicrelations


Certificate In Public Relations Management 6 – 9 April 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 26 – 29 October 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE Course Timings: Registration will be at 07:30 on Day One. The course will commence at 08:00 and conclude at 14:30. There will be two networking and refreshment breaks at approximately 10:30 and 12:30 and lunch will be served at the end of each day’s session.

Course Outline Day One

Day Three

Essential Elements For A Successful Public Relations Programme • What is Public Relations (often referred to as PR)? • How does PR relate to communications? • The role in both reputation and relationships • Understanding a PR professional’s responsibilities

Integrating Your Management Plan Across All Public Relations Activities • Understand the real and aspirational framework • Build in strong consistencies with corporate policies • Check that all activities will be received positively

Key Aims Of A Public Relations Programme • Who, what, why, where, when, and how • Analysis: 12 core factors • Tactical and strategic aims • Essential performance criteria

Understanding And Managing Risk • Consider running a corporate issues audit • Identify areas of possible risk • Develop an effective contingency/crisis plan • Win the support of management and staff • Test and rehearse all planned processes

Strong Foundations For The Planning Process • Converting aims to objectives • Aligning PR with organisational strategies • Winning management support for change • Corporate and PR policy evaluation

Writing A Compelling Plan • Examine best practice across your sector • Gather examples and PR plans of others • Relate all activity to all your stakeholders • Build in the vital databases in your planning

Practice Session • In an ideal world, creating the perfect PR plan framework • Is it possible, or wise to change what the organisation thinks? • How might this affect how it operates and what it does? • The effective PR person’s role in proposing policy changes

Essential Skills To Manage Public Relations Plans • Energy: make the commitment to succeed • Judgement: listen and understand others’ views • Analysis: develop the ability to see outcomes • Persuasion: polish your techniques in presenting • Personality: be a friendly/constructive colleague

Day Two The Public Relations Plan And Top Management Support • Understand what management thinks and believes • Position yourself as part of the strategy team • Think creatively about the possible initiatives • Involve management and colleagues in planning • Deal with difficult internal/external factors Research And Evaluation • Evaluate the areas where you need to know more • Analyse organisational information and attitudes • Examine cost effective ways to identify the reality • Use proven techniques for gathering/evaluating data • Present your preliminary findings and win support • Refine your plans to accommodate valid comments • Use this process to strengthen your own reputation

Day Four Identifying And Measuring Your Performance: Campaign Skills • Reviewing the planning needs, aims and values • Evaluating and defining measurable objectives • Planning how to measure actual performance • Presenting the performance data/developments • Analysing failures and key steps to avoid these • Looking ahead, constantly, to what happens next! Test Case: • Presentations by delegates • Discussions on the solutions • Group evaluation of activity

T: +971 4 335 2437 F: +971 4 335 2438 E: register@iirme.com W: www.iirme.com/publicrelations


Certificate In Public Relations Management 6 – 9 April 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 26 – 29 October 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/publicrelations

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – 971-4-3352483 E-MAIL – a.watts@iirme.com WEB BC5354/BC5355

Course Fee Before 19 January 2014

Course Fee Before 9 February 2014

Final Fee

US$ 3,995

US$ 4,495

US$ 4,795

Event

Course Fee Before 10 August 2014

Course Fee Before 31 August 2014

Final Fee

Certificate In Public Relations Management 26 – 29 October 2014 (BC5355)

US$ 3,995

US$ 4,495

US$ 4,795

Event Certificate In Public Relations Management 6 – 9 April 2014 (BC5354)

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the course assessment will receive an IIRME/GW Certificate of Completion.

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Event Venue: The Address Hotel, Dubai Marina, Dubai, UAE Tel: +971 4 436 7777 Jumeirah Emirates Towers Hotel, Dubai, UAE Tel: +971 4 330 0000 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

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Certificate In Public Relations Management