PR & The Year of Giving
Would you like to learn how to deliver a CSR PR campaign with purpose? More than ever before, brands in the UAE are searching for meaningful ways to give back to the community and embrace the Year of Giving. Communication professionals need to be equipped to offer the right advice when it comes to CSR PR strategy, partnerships and campaigns to promote a brand’s CSR efforts.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- The role and purpose of CSR
- Current trends in CSR communications
- How to develop and implement a CSR strategy in the UAE
- Ethics in CSR and communicating CSR
- Best international and local practice
Training level: Intermediate
Location: Abu Dhabi
PR Measurement & Evaluation
Monitoring and evaluation is an essential part of effective communication. It allows us to gather evidence on the impact of our work and gives us insights in how effectively and efficiently we achieve our communication goals. Meaningful and robust data helps us in showcasing the value of effective communication to different audiences and through different channels in a rapidly changing environment. This workshop will explore best practice in this area including the AMEC Integrated Evaluation Framework and involve practical sessions on ways to monitor and evaluate our work.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Understanding the latest global practice in research planning and measurement
- Setting objectives linked to your organisation’s goals and choose the right measure
- Understanding the balance between research, planning and measurement
- Understanding non-AVE measures
Training level: Intermediate
Locations: Dubai & Abu Dhabi
Integrated Communications Strategy
This course will guide participants on how to create an integrated communications strategy with a focus on setting measurable objectives and using data and insight to improve effectiveness. Participants will discover how the PESO model enables planning for paid, earned, shared and owned media channels and content, and build an understanding on how to combine multiple channels and content to act as catalysts and accelerators to improve effectiveness. An integrated evaluation framework will also be introduced for planning, measurement and evaluation of campaigns.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- What integrated communication is and how it improves an organisation’s effectiveness
- Essential elements of integrated communications
- Challenging briefs to identify true objectives and plan an integrated campaign
- Putting learning into practice through using a team-based case study activity
Training level: Introductory – Intermediate
Locations: Oman, Jordan, KSA, Dubai
Social Media 102
This course will help participants master how to integrate social media into a communications strategy to add real value, and how it can be used to support media relations, events, stakeholder relations and internal communications. Participants will discover the essential elements of social media governance and how to introduce best practice policy into an organisation while also learning some advanced social media tools that can be used for insight, data gathering, analysis, content creation and management.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- The role of social media in public relations including best practice case studies
- Integrating social media into communications strategy
- How insight and analysis is essential to successful social media activity
- Social media governance, management and best practice
Training level: Introductory – Intermediate
Locations: Oman, Jordan, KSA, Dubai
Mobile video journalism
Mobile video journalism, or ‘MoJo’, is ideal for those on a low budget or who need to generate video coverage against the clock. Shoot and then edit on the same device – in the field, on a plane, in a coffee bar! A video studio in your pocket, if you can use your phone you can produce quality video! This comprehensive one-day course will give you the skills and knowledge you need to produce professional quality video for the web and social media using only a smartphone or iPad and a few inexpensive apps and accessories.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Planning video shoots
- Capturing professional quality video footage using your smartphone or iPad
- Editing video quickly and efficiently on your smartphone or iPad
- Creating captions and subtitles
- Uploading your video to social media
Training level: Intermediate
Location: Dubai & Abu Dhabi
Communication leaders – two day workshop
Providing leadership in the management of communication and public relations depends on good knowledge of management principles and techniques. This workshop is aimed at developing communication leaders’ confidence in handling the demands of their role and showing:
- How to deal with management requirements, such as thinking strategically, setting objectives, making and implementing plans and evaluating their results
- How to manage key relationships, with the media, internal groups and other key stakeholders
- How to build and protect reputation, through thought leadership and other means
- How to deal with new pressures from social media use, in routine and crisis situations
- How to evaluate public relations and demonstrate its value to the organisation
The workshop will be of special value to those in communication leadership positions who are looking to develop a fuller understanding of their roles and the demands they face. It will draw on the latest research showing how effective communication leaders perform in their roles and relate findings from this research to participants’ experience.
Training level: Advanced
Location: Abu Dhabi
Thought Leadership Strategy
Thought leadership establishes an individual or a company as an authority on a subject whose views will be looked to by others for guidance. Management consultancies invest heavily in research and study of issues likely to arise for their clients, so that they can guide them through these issues. This workshop will examine the nature of thought leadership, going beyond a widely-held view that ‘thought leadership’ is a piece of business and management consultancy jargon, to show that it can be built on real knowledge and expertise.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Defining thought leadership
- Who can become a thought leader?
- How to develop and implement a thought leadership strategy
- Best practice in thought leadership strategy
Training level: Intermediate
Location: Dubai & Abu Dhabi
Speech writing workshop
A well-written and well-delivered speech is incredibly powerful; it can communicate meaning and generate interest like very few mediums. Good speeches can engage emotions, shape opinion and get results. This interactive one-day speech-writing workshop is designed to help you write an interesting and engaging speech, become more confident when speaking in front of groups and identify how we can connect with our audience in order to take them on our journey and encourage them to follow our path. You will acquire techniques for preparing and structuring speeches to inform, engage, entertain and motivate listeners.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Making a good first impression on an audience
- Prepare and structure a speech
- Maintaining an audience’s attention and interest
- Learning the best way to use technology during speeches
- Opening and closing a speech well
- Developing an interesting voice
- Learning the place of humour in speech writing
- Displaying confident body language, especially eye contact
- Handling difficult questions
Training level: Intermediate – Advanced
Location: Dubai & Abu Dhabi
Arabic Media Relations
Learn to think like a reporter and write with impact to capture Arabic media attention and engage audiences. This one day course will guide participants through how an Arabic media newsroom works, what journalists expect in a press release, and provide pitching techniques to help secure media coverage. This is a practical workshop that will help build techniques to impress journalists and achieve a brand’s objectives.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Understanding the Arabic media landscape in the UAE
- Discovering a typical day in an Arabic newsroom in the UAE
- Learning the best techniques in pitching to Arabic media
- Developing press releases that stand out to Arabic media
Training level: Introductory
Location: Dubai & Abu Dhabi
Mastering UAE Media Relations
This course is designed for participants who would like to better understand the challenges and opportunities in navigating the UAE media landscape or practitioners looking for ways to master techniques in securing media coverage. This full-day course will provide an in-depth overview of UAE media today and what to expect in the future, plus offer practical skills on perfecting a pitch and writing press releases that capture media attention and engage audiences.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- Understanding the UAE media landscape today and what to expect for the future
- Discovering a typical day in a UAE newsroom
- How to perfect your pitch to a journalist
- Ways of presenting a story to media
- How to write a press release that cuts through the clutter
Training level: Introductory or anyone new to the UAE
Location: Dubai