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contracting and evaluating agencies\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Public Relations, Media and Reputation Management\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>The PESO model and coordinating earned, shared and owned activity with paid media\u003C\u002Fli>\n\u003Cli>Media relations: press releases, briefings, interviews and relationships with journalists\u003C\u002Fli>\n\u003Cli>Content strategy, thought leadership and corporate storytelling\u003C\u002Fli>\n\u003Cli>Spokesperson preparation\u003C\u002Fli>\n\u003Cli>Issues management and reputational threats on social media\u003C\u002Fli>\n\u003Cli>Crisis communication principles and response planning\u003C\u002Fli>\n\u003Cli>Stakeholder and community relations and corporate responsibility communication\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Measuring What Matters: Evaluation and Reporting\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>The Barcelona Principles and why advertising value equivalents are not a valid measure\u003C\u002Fli>\n\u003Cli>The AMEC Integrated Evaluation Framework: inputs, activities, outputs, outcomes and impact\u003C\u002Fli>\n\u003Cli>Media monitoring, social listening and analytics\u003C\u002Fli>\n\u003Cli>Brand tracking and reputation research\u003C\u002Fli>\n\u003Cli>Uses and limits of AI tools in content, monitoring and analysis\u003C\u002Fli>\n\u003Cli>Reporting communication performance to senior management\u003C\u002Fli>\n\u003Cli>Action plan: an integrated PR and advertising strategy for your organisation\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cp>By the end of this programme, participants will be able to:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Explain how public relations and advertising contribute to organisational and brand strategy\u003C\u002Fli>\n\u003Cli>Conduct situation analysis and audience research to inform communication strategy\u003C\u002Fli>\n\u003Cli>Set communication objectives that are measurable at output, outcome and impact levels\u003C\u002Fli>\n\u003Cli>Develop a positioning and message strategy for different audiences and channels\u003C\u002Fli>\n\u003Cli>Write a creative brief and an agency brief that lead to focused proposals\u003C\u002Fli>\n\u003Cli>Plan an integrated media mix across paid, earned, shared and owned channels\u003C\u002Fli>\n\u003Cli>Plan media relations, content and spokesperson activity that supports campaign goals\u003C\u002Fli>\n\u003Cli>Prepare a reputation risk and issues response plan\u003C\u002Fli>\n\u003Cli>Evaluate agency proposals and manage agency relationships and performance\u003C\u002Fli>\n\u003Cli>Design an evaluation framework consistent with the Barcelona Principles and report results to senior management\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cul>\n\u003Cli>\u003Cstrong>Communication leaders:\u003C\u002Fstrong> directors and heads of corporate communication, public relations and media relations\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Marketing leaders:\u003C\u002Fstrong> marketing directors, brand managers and advertising managers\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Senior communication specialists\u003C\u002Fstrong> responsible for campaign planning and agency management\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Public sector communication managers\u003C\u002Fstrong> in government entities and state-owned enterprises\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Agency account and strategy managers\u003C\u002Fstrong> working with corporate and government clients\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Participants should have several years of experience in communication, public relations, marketing or advertising, and be responsible for, or contribute to, communication strategy. The programme is not designed as an exam preparation course for any professional certification.\u003C\u002Fp>","\u003Cul>\n\u003Cli>Strategic communication planning\u003C\u002Fli>\n\u003Cli>Audience insight and message strategy\u003C\u002Fli>\n\u003Cli>Integrated PR and advertising planning\u003C\u002Fli>\n\u003Cli>Creative and agency briefing\u003C\u002Fli>\n\u003Cli>Media planning across paid, earned, shared and owned channels\u003C\u002Fli>\n\u003Cli>Media relations and spokesperson preparation\u003C\u002Fli>\n\u003Cli>Reputation and issues management\u003C\u002Fli>\n\u003Cli>Agency selection and performance management\u003C\u002Fli>\n\u003Cli>Communication measurement and evaluation\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cp>When public relations and advertising are planned separately, organisations pay for messages that compete with each other and cannot show what either achieved. This programme gives communication and marketing leaders a practical method to build an integrated PR and advertising strategy, from research and objectives to creative, media, reputation management and evaluation of outcomes.\u003C\u002Fp>","\u003Cp>In many organisations, the PR team manages media relations and events while the marketing or advertising team buys media and runs campaigns, often with different agencies, audiences and measures of success. Strategies start from tactics rather than objectives, briefs to agencies are vague, earned and paid activity are not coordinated, and evaluation relies on outputs such as press coverage, impressions or advertising value equivalents. Senior management then sees communication as a cost rather than a contributor to organisational goals.\u003C\u002Fp>\n\u003Cp>This programme treats PR and advertising as parts of one communication strategy. It moves through five stages: research and strategic positioning, audience insight and message strategy, advertising planning and agency management, public relations and reputation management, and integrated evaluation that links communication activity to outcomes and organisational objectives.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Built on recognised practice.\u003C\u002Fstrong> The programme references the Barcelona Principles and the AMEC Integrated Evaluation Framework for measurement and evaluation, the PESO model of paid, earned, shared and owned media, the ICC Advertising and Marketing Communications Code for responsible advertising, and established strategic planning models such as RACE and ROSIE for public relations planning.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Decisions this programme improves.\u003C\u002Fstrong> Which communication objectives support the organisation's strategy; how to divide budget between paid, earned, shared and owned channels; how to brief and evaluate agencies; which messages and spokespeople to use for each audience; how to respond to reputational threats; and which measures to report to senior management.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>How it is delivered.\u003C\u002Fstrong> Twenty hours across five sessions, built around one running case: an organisation launching a major service or brand repositioning while facing public criticism on social media. Participants carry out situation analysis, write a communication strategy and a creative brief, plan a media mix, prepare a reputation response and design an evaluation framework.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>In-house option.\u003C\u002Fstrong> For organisations, the programme can be tailored to your own brand, audiences, agency arrangements and reporting requirements, and delivered to communication, marketing and leadership teams together.\u003C\u002Fp>","Training Program","Intermediate to Advanced","mdi-comment",[321],{"id":322,"schedule_slug":323,"start_date":324,"end_date":325,"price":326,"city_id":254,"days":288,"city_name":327},707510,"public-relations-and-advertising-strategy-in-istanbul","2027-08-23","2027-08-27","4500.00","Istanbul",[329,335,343,351,359,365,369,377,381],{"id":330,"schedule_slug":331,"start_date":332,"end_date":333,"price":326,"city_id":33,"days":288,"city_name":334},700512,"public-relations-and-advertising-strategy-in-dubai","2027-01-18","2027-01-22","Dubai",{"id":336,"schedule_slug":337,"start_date":338,"end_date":339,"price":340,"city_id":341,"days":288,"city_name":342},703019,"public-relations-and-advertising-strategy-in-live-online","2027-04-19","2027-04-23","2900.00",19,"Live Online",{"id":344,"schedule_slug":345,"start_date":346,"end_date":347,"price":348,"city_id":349,"days":288,"city_name":350},703646,"public-relations-and-advertising-strategy-in-paris","2027-05-10","2027-05-14","5500.00",12,"Paris",{"id":352,"schedule_slug":353,"start_date":354,"end_date":355,"price":356,"city_id":357,"days":288,"city_name":358},705163,"public-relations-and-advertising-strategy-in-london","2027-06-21","2027-06-25","5900.00",4,"London",{"id":360,"schedule_slug":361,"start_date":362,"end_date":363,"price":326,"city_id":259,"days":288,"city_name":364},705919,"public-relations-and-advertising-strategy-in-kuala-lumpur","2027-07-12","2027-07-16","Kuala Lumpur",{"id":366,"schedule_slug":331,"start_date":367,"end_date":368,"price":326,"city_id":33,"days":288,"city_name":334},706393,"2027-07-26","2027-07-30",{"id":370,"schedule_slug":371,"start_date":372,"end_date":373,"price":374,"city_id":375,"days":288,"city_name":376},707156,"public-relations-and-advertising-strategy-in-muscat","2027-08-15","2027-08-19","4300.00",8,"Muscat",{"id":378,"schedule_slug":353,"start_date":379,"end_date":380,"price":356,"city_id":357,"days":288,"city_name":358},709609,"2027-10-25","2027-10-29",{"id":382,"schedule_slug":383,"start_date":384,"end_date":385,"price":348,"city_id":386,"days":288,"city_name":387},710625,"public-relations-and-advertising-strategy-in-riyadh","2027-11-28","2027-12-02",33,"Riyadh",{"id":254,"city_name":327,"city_slug":389,"country_id":254,"country_name":390,"country_continent":391,"country_continents":392,"featured":33,"price":393,"main_image_alt":390,"detail_image_alt":249,"image_icon":249,"title":249,"h1_tag":394,"content":395,"description":396,"what_to_do":397,"cover":434},"istanbul","Turkey","Europe",[391],4500,"Training courses in Istanbul, Turkey","\u003Cp dir=\"ltr\" style=\"text-align: left;\">Train in Istanbul with access to Elite Academy’s full portfolio of professional programs. In a city known as a major international business crossroads connecting Europe, the Middle East and Asia, organizations and professionals can join upcoming courses or request any program to be arranged locally.\u003C\u002Fp>","\u003Cp dir=\"ltr\" style=\"text-align: left;\">Professional training in Istanbul is not limited to a specific group of subjects. Elite Academy makes its complete portfolio available in the city across management, business, technical and industry-focused disciplines. With a major international business crossroads connecting Europe, the Middle East and Asia, Istanbul provides an effective setting for international learning. Use the schedule below to view courses already planned for the destination, or contact our team to request another program and preferred dates in Istanbul, subject to scheduling and delivery requirements.\u003C\u002Fp>",{"food":398,"places":407,"shopping":416,"experience":425},{"items":399,"title":406},[400,402,404],{"text":401},"Hafız Mustafa 1864",{"text":403},"Karaköy Güllüoğlu",{"text":405},"Pandeli","Dining",{"items":408,"title":415},[409,411,413],{"text":410},"Hagia Sophia",{"text":412},"Topkapı Palace",{"text":414},"Basilica Cistern","Landmarks",{"items":417,"title":424},[418,420,422],{"text":419},"Grand Bazaar",{"text":421},"Spice Bazaar",{"text":423},"İstinye Park","Shopping",{"items":426,"title":433},[427,429,431],{"text":428},"Bosphorus cruise",{"text":430},"Çemberlitaş Hamamı",{"text":432},"Galata Tower","Experience","https:\u002F\u002Feliteacademy.eu\u002Fstorage\u002Fmedia\u002F1281\u002Fconversions\u002Fu1oGShOs26d6sbv9Pp8nGeCTU8EWSwxQWWJiByAI-website.webp",{"image_url":286,"image_alt":436,"alt_text":286,"meta_title":437,"meta_description":438,"canonical_url":286,"schema_json":286,"include_in_sitemap":439,"robots_index":439,"robots_follow":439,"robots_advanced":286,"og_title":285,"og_description":438,"og_url":286,"twitter_card":440},"SeoMetadata image","Public Relations and Advertising Strategy | Elite Academy","When public relations and advertising are planned separately, organisations pay for messages that compete with each other and cannot show what either achieved.",false,"summary",[],[443,453,463],{"id":444,"name":445,"name_2":286,"slug":446,"schedule_slug":447,"start_date":448,"end_date":449,"days":288,"hours":289,"city_id":259,"city_name":364,"price":393,"country_name":450,"continent_name":249,"continent_names":451,"program_level":318,"program_type":317,"short_details":452,"featured":249,"upcoming":249,"relevance_score":249},610318,"Strategic Communication Planning for Managers","strategic-communication-planning-for-managers","strategic-communication-planning-for-managers-in-kuala-lumpur","2026-11-15","2026-11-19","Malaysia",[],"\u003Cp>Communication often fails because it starts with tactics, not objectives: messages are drafted before the audience is understood, channels are chosen by habit and results are counted in outputs rather than outcomes. This programme gives managers a structured method to build a communication plan that supports organisational goals, reaches the right stakeholders and shows measurable results.\u003C\u002Fp>",{"id":454,"name":455,"name_2":249,"slug":456,"schedule_slug":457,"start_date":458,"end_date":459,"days":288,"hours":289,"city_id":33,"city_name":334,"price":393,"country_name":460,"continent_name":249,"continent_names":461,"program_level":318,"program_type":317,"short_details":462,"featured":249,"upcoming":249,"relevance_score":249},645398,"Gas Market Analysis and Strategic Marketing Decisions","gas-market-analysis-and-strategic-marketing-decisions","gas-market-analysis-and-strategic-marketing-decisions-in-dubai","2026-11-23","2026-11-27","United Arab Emirates",[],"\u003Cp>\u003Cspan style=\"font-weight: 400;\">To provide participants with in-depth knowledge and analytical skills necessary for assessing gas market conditions, interpreting market data, and making informed marketing decisions that align with market dynamics and strategic business objectives.\u003C\u002Fspan>\u003C\u002Fp>",{"id":464,"name":465,"name_2":286,"slug":466,"schedule_slug":467,"start_date":468,"end_date":469,"days":288,"hours":289,"city_id":470,"city_name":471,"price":472,"country_name":473,"continent_name":249,"continent_names":474,"program_level":318,"program_type":317,"short_details":475,"featured":249,"upcoming":249,"relevance_score":249},700029,"Strategic Marketing and Internationalization","strategic-marketing-and-internationalization","strategic-marketing-and-internationalization-in-cairo","2027-01-03","2027-01-07",11,"Cairo",4000,"Egypt",[],"\u003Cp>Growing beyond the home market is a strategic commitment: choosing the wrong market, entry mode or partner can absorb years of effort and capital. This programme gives marketing and business development leaders a structured method to assess international opportunities, select markets and entry modes, adapt the marketing mix and build a plan that can be measured and defended.\u003C\u002Fp>","en",{"start_date":324,"city_id":286},{"data":479,"code":279,"status":280,"message":520},[480,486,493,500,507,514],{"id":481,"title":482,"slug":483,"slugs":484,"image_alt":482},28,"Executive Leadership & Senior Management","executive-leadership-and-senior-management",{"ar":485,"en":483},"القيادة-التنفيذية-والإدارة-العليا",{"id":487,"title":488,"slug":489,"slugs":490,"image_alt":492},30,"Leadership Development","leadership-development",{"ar":491,"en":489},"تطوير-القيادة","leadership-courses",{"id":494,"title":495,"slug":496,"slugs":497,"image_alt":499},29,"management skills","management-skills",{"ar":498,"en":496},"مهارات-الإدارة","management-courses",{"id":501,"title":502,"slug":503,"slugs":504,"image_alt":506},18,"Human Resources & Talent Management","human-resources-and-talent-management",{"ar":505,"en":503},"الموارد-البشرية-وإدارة-المواهب","human-resources-courses",{"id":508,"title":509,"slug":510,"slugs":511,"image_alt":513},21,"finance and accounting","finance-and-accounting",{"ar":512,"en":510},"المالية-والمحاسبة","finance-accounting-courses",{"id":515,"title":516,"slug":517,"slugs":518,"image_alt":517},32,"risk, governance, and compliance","risk-governance-and-compliance",{"ar":519,"en":517},"إدارة-المخاطر-والحوكمة-والامتثال","message.Categories have been retrieved successfully"]