NEVADA | PROFESSIONAL EXPERIENCE

Program Professional Framework

Certified Public Relations Professional

Program Overview

Public relations professionals are expected to protect reputation, build stakeholder trust and demonstrate measurable value. This programme covers the full scope of modern PR practice: research and stakeholder mapping, strategic planning with the RACE model, media relations, digital and social channels within the PESO model, internal communication, crisis communication and evaluation in line with the Barcelona Principles. Examples reflect the media environment and government communication practice in GCC countries, including national vision programmes and bilingual Arabic-English communication.

Learning Outcomes

✓Conduct stakeholder and reputation research to identify priority audiences and issues.
✓Develop a PR plan with objectives, key messages, tactics and evaluation using the RACE model.
✓Write a press release, media statement and message house to professional standards.
✓Plan integrated activity across paid, earned, shared and owned channels.
✓Prepare a crisis communication protocol with holding statements and spokesperson roles.
✓Evaluate PR outcomes using outcome-based metrics aligned with the Barcelona Principles.

Target Audience

Public relations and corporate communication officers
Media relations and government communication specialists
Social media and digital communication staff
Marketing professionals moving into PR roles

Detailed Program Modules

01The Role of Public Relations

PR, reputation and stakeholder trust
Ethics and professional codes of practice
Government communication in the GCC

02Research and Strategic Planning

Stakeholder mapping and audience research
The RACE planning model
SMART objectives and message houses

03Media Relations

Press releases, media kits and statements
Building relationships with journalists
Interview preparation and spokesperson briefing

04Digital and Integrated PR

The PESO model
Social media management and influencer engagement
Bilingual Arabic and English content

05Issues and Crisis Communication

Issues monitoring and early warning
Crisis protocols and holding statements
Post-crisis reputation recovery

06Measurement and Evaluation

The Barcelona Principles and the AMEC framework
Outputs, outtakes and outcomes
Reporting PR value to management

Training Methodology

Interactive expert-led sessions grounded in workplace examples

Case studies and practical exercises drawn from the region

Group workshops with peer review of decisions and deliverables

Formative feedback against clear performance criteria

Applied Project & Assessment

Applied Project

Participants build a PR plan for a real or provided initiative such as a new service launch: research summary, stakeholder map, message house, PESO channel plan, a press release, a crisis holding statement and an evaluation framework.

Assessment

Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.

University Certificate & International Accreditation

Professional Certificate accredited by Alzette University in Certified Public Relations Professional

International accreditation: Global Leadership Organization (GLO)