NEVADA | PROFESSIONAL EXPERIENCE

Program Professional Framework

Public Relations Campaigns: From Planning to Execution

Program Overview

A strong PR campaign moves from insight to measurable outcomes through disciplined planning and execution. This course takes participants through the complete campaign cycle: research and situation analysis, objective setting, audience and message strategy, creative concepts, tactics and channel selection, budgeting, timelines, team and agency coordination, risk management and evaluation. Using national day, awareness and service launch campaigns typical of the GCC as examples, participants build a full campaign plan and practise managing its delivery.

Learning Outcomes

✓Conduct a situation analysis using desk research, audience insight and a SWOT summary.
✓Write SMART campaign objectives that distinguish outputs, outtakes and outcomes.
✓Develop a campaign strategy with target audiences, key messages and a creative concept.
✓Build a campaign execution plan with tactics, timeline, budget and responsibilities.
✓Identify campaign risks and prepare contingency responses.
✓Evaluate campaign results against objectives using the AMEC Integrated Evaluation Framework.

Target Audience

PR officers and campaign coordinators
Communication and media managers
Social media and content specialists
Government communication and awareness programme staff

Detailed Program Modules

01Campaign Research and Insight

Situation analysis and desk research
Audience insight and segmentation
Defining the communication problem

02Objectives and Strategy

SMART objectives for PR campaigns
Message strategy and message house
Choosing the campaign approach

03Creative Concept and Content

Big ideas and campaign themes
Content planning for Arabic and English audiences
Visual identity and storytelling

04Tactics, Channels and Budget

Media relations, events and digital tactics
Channel selection using the PESO model
Budgeting and resource allocation

05Execution and Coordination

Campaign timelines and critical paths
Working with agencies, partners and approvers
Risk management and contingency plans

06Evaluation and Reporting

The AMEC Integrated Evaluation Framework
Tracking performance during the campaign
Final campaign report and lessons learned

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 develop a full PR campaign plan for an awareness or launch campaign: situation analysis, objectives, message house, creative concept, channel mix, timeline, budget, risk register and 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 Public Relations Campaigns: From Planning to Execution

International accreditation: Global Leadership Organization (GLO)