Course Summary:

The Public Relations and Media Skills course by Magna Skills is designed to equip professionals with modern communication techniques for building strong organisational reputation, engaging stakeholders, and managing media relations with confidence. This highly practical programme blends strategic PR frameworks with hands-on media engagement tools—covering press releases, interviews, crisis communication, brand storytelling, and digital media management.
Participants learn how to represent their organisations effectively, handle the media professionally, and communicate messages that influence public perception and enhance institutional visibility.
The course is ideal for communication officers, public affairs professionals, administrators, NGO staff, government communicators, corporate relations teams, and leaders who frequently interact with the public or media.

Course Objectives:

• Develop a strong understanding of PR principles and how they shape organisational reputation and stakeholder perception.

• Strengthen media engagement skills including drafting press materials, giving interviews, and conducting press briefings.

• Enhance strategic communication abilities for creating impactful stories, campaigns, and brand narratives.

• Equip participants with crisis communication techniques to respond effectively to negative publicity, emergencies, and reputational risks.

• Improve digital communication and social media management, enabling participants to use online platforms for positive visibility and influence.

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Course Outline

1. Introduction to Public Relations

• Understand the purpose of PR and its role in shaping public perception.

• Identify key functions, responsibilities, and career pathways in PR.

• Explain how PR supports organisational growth, brand equity, and stakeholder trust.

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2. Principles of Strategic Communication

• Develop communication plans aligned with organisational objectives.

• Analyse audiences to craft targeted and persuasive messages.

• Apply communication frameworks for clarity, consistency, and maximum impact.

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3. Understanding Media Dynamics

• Distinguish between print, broadcast, and digital media environments.

• Understand what journalists consider newsworthy and how media houses operate.

• Build professional relationships with media personnel.

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4. Writing for the Media

• Draft clear and compelling press releases and media statements.

• Create strong key messages, talking points, and op-eds.

• Apply writing styles that attract media interest and improve publication chances.

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5. Effective Media Interviews

• Demonstrate confidence and message control during interviews.

• Use bridging, reframing, and storytelling techniques when answering tough questions.

• Prepare thoroughly through rehearsals, research, and message refinement.

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6. Organising Press Conferences & Media Events

• Plan and coordinate logistics for successful media engagements.

• Prepare detailed media kits, press briefings, and speaker notes.

• Manage journalists on-site and ensure smooth event flow.

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7. Crisis Communication & Reputation Management

• Apply rapid-response strategies during emergencies or negative publicity.

• Prepare structured crisis communication plans and statements.

• Manage public backlash using online and offline response methods.

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8. Digital PR & Social Media Strategy

• Use social media effectively to enhance visibility and engagement.

• Develop content calendars, digital campaigns, and analytics reports.

• Monitor online reputation using tracking tools and sentiment analysis.

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9. Stakeholder Engagement & Public Image Building

• Identify key stakeholder groups and tailor communication strategies.

• Build trust through transparent, consistent engagement practices.

• Apply professional etiquette for public events, meetings, and briefings.

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10. PR Campaign Development and Evaluation

• Design full PR campaigns with goals, messages, tools, and timelines.

• Monitor and evaluate campaign effectiveness using measurable indicators.

• Prepare comprehensive PR impact reports and improvement recommendations.