Course fee: KSH 80,000, USD 1,000 Start Date: 07/02/2022 End Date: 11/02/2022


Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics .This course will take you step-by-step through proven approaches to Public Relations (PR) planning and management. By following these steps, PR professionals will achieve results that can be measured and reported back to top management, and directly contribute to the organization’s success by enhancing its reputation and improving its relationships.

Among other lessons will be the fundamentals of PR, and how significant they are to understand organizational reputation and relationships.


5 days.


Managers, supervisors and officers experienced in public relations. Other key personnel whose work involves contact and interaction with the internal or external public, particularly in the areas of personnel, marketing, sales, training and administration will also benefit from this course.


By the end of the course, participants will be able to:

v  List the functions of public relations in a changing environment

v  Plan and organize a PR program by familiarizing themselves with the main functions of a PR professional

v  Practice the key communication skills and techniques essential for performing their PR duties

v  Implement their know-how to communicate effectively with the internal and external public of the organization

v  Justify the role of a PR professional in supporting the image and reputation of the organization by becoming proficient in both verbal and written communication

v  Prepare and execute a press conference


Module 1: PR in a changing environment

v  The origin and development of PR

v  Definitions of PR

v  Scope of PR

v  Objectives of PR

v  Guiding principles of PR professionals

v  PR campaigns

v  New roles and perspectives

v  The role of PR in building and supporting the image of the organization


Module 2: The functions of PR

v  Management principles

v  Planning and organizing the activities of PR

v  Leading and controlling PR projects

v  Ingredients of successful PR planning

v  Main qualities of PR professionals

v  PR position in the organization

v  Responsibilities of the PR professional


Module 3: PR and communication

v  Communicating with the internal and external public

v  Key components in communication

v  Diffusion and effects of communication

v  What makes effective communicators in PR

v  Communication functions

v  Overcoming barriers in communication

v  Non- verbal communication

v  The communication abilities for PR professionals


Module 4: The role of PR professionals in dealing with the internal and external public

v  Understanding difficult personalities

v  Dealing with difficult personalities


Module 5: Oral communication skills

v  Kinds of verbal communication

v  How to prepare for a presentation or a speech

v  Rehearsing your presentation or speech

v  Verbal and no -verbal skills while presenting


Module 6: Written communication skills

v  Writing for the eye and ear

v  Fundamentals of writing

v  Written communication media

v  Preparing a press release

v  Writing and producing newsletters

v  Designing and producing brochures

v  Preparing articles for magazines


Module 7: Press conferences

v  Defining a press conference

v  Reasons to hold a press conference

v  Conducting a press conference

v  Preparing a media and press kit

v  Building good relations with the media

v  Principles of dealing with the press during a crisis


The instructor led trainings are delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.

All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.


v  Training is residential and will be held at Afriex Training Centre.

v  The course fee covers the course tuition, training materials, two break refreshments, lunch, and study visits.

v  Accommodation and airport transfer are arranged upon request by the participant.

v  This training can also be tailor made for your institution upon request. You can have it delivered in our training Centre or at a convenient location.

v  For further inquiries, please contact us on

v  Payment should be made to Afriex Training Limited bank account before the start of the training and receipts sent to

v  Upon successful completion of this training, participants will be issued with an Afriex Training Ltd certificate.

Contact Details

Anniversary Towers 8th Flr, Nairobi
+254 715 310 685 | +254 732 543 623

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We engage in empowering individuals, organizations, and societies through quality trainings.