Public Relations in Principle and Practice-(Diploma-Postgraduate)

HRODC Postgraduate Training Institute
In Brussels (Belgium) and Milano (Italy)

₩ 20,000 - (Rs 1,176)
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Important information


Suitable for: Public Relations Professionals. Public Relations Practitioners. Marketers and Public Relations Managers. Board of Directors. Business Owners. Customer Service Managers. Sales and Development Business Managers. HR professionals who have communications roles. Managers who want to add high-level communications skills to their personal portfolios. Other key personnel in the organization whose work involves contact and interaction with internal/external public

Important information

Where and when

Starts Location
Brussels Hoofdstedelijk Gewest, Belgium
See map
Via Washington, 66 Milan, 20146, Milano, Italy
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Course programme

Contents, Concepts and Issues

Defining Public Relations

Popularity of Public Relations

Planned Process to Influence Public Opinion

Public Relations as Management Interpreter

Public Relations as Public Interpreter

The Publics of Public Relations

The Functions of Public Relations

The Curse of “Spin”

Technical/Attitudinal Requirements for Public Relations Work

The Growth and Future of Public Relations

Ancient Beginnings

The Father of Modern Public Relations

The Growth of Modern Public Relations

Public Relations Comes of Age

Public Relations Education

Communication in Public Relations

Purposes of Communication

Theories of Communication: Traditional

Theories of Communication: Contemporary

The Word

The Message

Receiver’s Bias


Public Opinion and Public Relations

Defining Public Opinion

What Are Attitudes?

How Are Attitudes Influenced?

Attitude Change Motivation

Power of Persuasion

How to Influence Public Opinion

Polishing the Corporate Image

Maintaining and Managing Reputation

Public Relations Management and Planning

Management Process of Public Relations

Reporting To Top Management

Conceptualizing the Public Relations Plan

Creating the Public Relations Plan

Activating the Public Relations Plan

Setting Public Relations Objectives

Budgeting For Public Relations

Implementing Public Relations Programs

The Public Relations Department

The Public Relations Agency

Reputation Management

The Jobs


Women and Minorities

Employing Ethics in Public Relations

Doing the “Right Thing”

Ethics in Business

Corporate Codes of Conduct

Corporate Social Responsibility

Ethics in Government

Ethics in Journalism

Ethics in Public Relations

The Legal Parameter of Public Relations

Public Relations and the Law

The First Amendment

Defamation Law

Insider Trading

Disclosure Law

Ethics Law

Copyright Law

Research and Public Relations

Role of Research in Public Relations

What Constitute Research

Principles for Public Relations Research

Types of Public Relations Research

Methods of Public Relations Research


The Sample

The Questionnaire


Results Analysis

Communications Audits

Unobtrusive Methods


Measuring Public Relations Outcomes

Research and the Web

Making Use of Outside Research Help

Meeting, Banquets, Conventions, Trade Shows and Promotional Activities


Group Meetings


Open House and Plant Tours


Trade Shows

Promotional Events

Entertainment, Sports and Tourism

Promoting a Personality

Promoting an Entertainment Event

Sports Publicity

Travel Promotion

Print Media Relations

Impartiality of the media

Number one medium

Prominence of Electronic media

The Internet factor

Dealing with the media

Attracting publicity

Value of publicity

Pitching publicity

Online publicity

Handling Media Interviews

Employee Relation

Strong Employee Relations towards Solid Organizations

Dealing With the Employee Public

Trusted Communications


S-H-O-C the Troops

Employee Communications Tactics

Internal Communications Audits

Online Communications

The Intranet

Print Publications

Bulletin Boards

Suggestion Box/Town Hall Meetings

Internal Video

Face-To-Face Communications

The Grapevine

Multicultural Community Relations

Community Social Responsibility

Community Relations Expectations

Objectives of Community Relations

Community Relations on the Web

Serving Diverse Communities

Nonprofit Public Relations

Government Relations: Enhancing Public Relations Effectiveness

Public Relations

Public Relations in Government

Government Practitioners

Two Prominent Departments

The President

The President’s Press Secretary

Lobbying the Government

What Do Lobbyists Do?

Do-It-Yourself Lobbying

Political Action Committees

Dealing with Local Government

Consumer or Client Relations in Public Relations

Worldwide Consumer Class

Objectives of Consumer Relations

Consumer-Generated Media

Customer Complaints Handling

The Consumer Movement

Federal Consumer Agencies

Consumer Activists on the Internet

Business Gets the Message

International Relations

International Operation

Overview of Public Relations in:



Latin America




Eastern Europe


Australia/New Zealand


Middle East

Public Relations Writing

Writing for Viewing and Listening

Fundamentals of Writing

Flesch Readability Formula

Ysela Cornerstones of Corporate Writing

The Inverted Pyramid Style in Writing

The News Release

News Release News Value

News Release Content

News Release Style

News Release Essentials

The Social Media News Release

Writing Internet News Releases

Importance of Editing

Public Relations and the Internet

Brief History of the Internet

Public Relations and the Internet

Web Sites



Social Networks

Other Web-Based Communications Vehicles

Darker Side Of Online Communications

Integrated Marketing Communications

Public Relations vs. Marketing vs. Advertising

Product Publicity

Third-Party Endorsement

Building a Brand

Public Relations Advertising

Traditional Integrated Marketing

Purposes of Public Relations Advertising

21st Century Integrated Marketing

Crisis Management

Issues Management

Risk Communication and Message Mapping

Managing In a Crisis

Planning In a Crisis

Communicating In a Crisis

Engaging the Media

Launching Career in Public Relations

Public Relations in Economic Downturn

Organising the Job Search

Organising the Job Interview

Mapping a Career Path

Ensuring Public Relations Success

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