Course Overview

This modernized course provides participants with an updated and good-to-go foundation in public relations and strategic communications, integrating the latest global practices, digital trends, and real-world case studies. Designed for professionals across all sectors, the program equips learners with the skills to craft effective messages, build resilient reputations, engage diverse audiences, and navigate today’s fast-moving communication landscape. Participants will gain practical insights into digital-era PR strategies, crisis and reputation management in the age of misinformation, brand storytelling across platforms, and measurable communication planning. The course blends core theory with hands-on learning to ensure participants leave with actionable, real-world skills.

Learning Outcomes

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

• Measure and evaluate communication performance using KPIs and analytics tools.

• Handle crises with effective frameworks for rapid response and reputation protection.

• Apply storytelling and brand positioning techniques to shape perception and trust.

• Build and manage effective media relationships and navigate the modern news cycle.

• Create clear, persuasive messaging for diverse audiences across digital and traditional channels.

• Develop integrated communication strategies aligned with organisational goals.

• Understand the evolving role of PR in today’s digital and fast-changing media landscape.

Course Outline & Daily Breakdown

Day 1 – Foundations of Modern PR & Strategic Communication (17:40–19:30)

Topics:

• What PR looks like today: from traditional outreach to digital-first strategy

• Explore how digital platforms, audience behaviors, and data have reshaped PR functions.

• The strategic value of PR inside organizations

• Understand how PR supports leadership, decision-making, and institutional reputation.

• Core communication models and behavioral principles

• Learn the theories that guide how people receive, interpret, and act on information.

• Audience understanding: segmentation, stakeholder mapping, and behavioral insights

• Acquire tools for identifying key groups and tailoring messages strategically.

• Elements of an integrated communication strategy

• Break down the components of a structured communication plan that links goals to action.

• Message development: clarity, alignment, and purpose-driven communication

• Learn to craft messages that resonate, persuade, and reflect organizational values.

• Ethics, transparency, and trust-building as central PR pillars

• Understand how credibility is built and why integrity is essential for long-term success.

Objectives:

• Define the strategic, digital, and organizational importance of PR

• Grasp how PR contributes to institutional growth, risk mitigation, and public influence.

• Map key stakeholders and understand their expectations

• Learn methods to identify audiences and anticipate their informational needs.

• Build a communication foundation that supports long-term institutional goals

• Understand how to align messaging with mission, vision, and organizational priorities.

Day 2 – Storytelling, Brand Identity & Advanced Media Engagement (17:40–19:30)

Topics:

• The art of storytelling in the digital era

• Study how narratives shape perception and how to craft stories tailored for modern audiences.

• Defining and maintaining a strong brand voice and identity

• Learn how tone, style, and values shape public recognition and trust.

• Writing high-impact PR content: press releases, statements, op-eds, talking points, social content

• Practice producing concise, authoritative, and media-ready communication materials.

• Media relations in 2025: navigating journalists, influencers, and hybrid media networks

• Explore changing media ecosystems and effective engagement techniques.

• Working with digital media: viral dynamics, content timing, and platform-specific messaging

• Understand how digital trends and algorithms influence the spread of information.

• Visual communication and multimedia storytelling essentials

• Learn how graphics, video, and design enhance narrative impact.

Objectives:

• Use storytelling to create strong, memorable, and emotionally resonant messages

• Understand how narrative elements strengthen persuasion and audience engagement.

• Strengthen brand identity through consistent and authentic communication

• Learn how to ensure messaging reinforces organizational values and recognition.

• Build effective engagement with journalists, media outlets, and online opinion leaders

• Develop outreach strategies that foster collaboration and accurate reporting.

• Create polished PR materials across multiple formats and platforms

• Gain hands-on practice producing professional and platform-appropriate content.

Day 3 – Crisis Management, Reputation Strategy & Practical Simulation (17:40–19:30)

Topics:

• Crisis communication principles for the digital age

• Learn how to respond rapidly and responsibly during unexpected events.

• Responding under pressure: speed, accuracy, and clarity in crisis messaging

• Understand the elements necessary for stabilizing public perception.

• Reputation management frameworks and long-term trust-building

• Explore strategies for maintaining credibility before, during, and after crises.

• Managing misinformation, online reactions, and hostile narratives

• Learn how to detect, counter, and manage damaging or false information.

• Monitoring tools, KPIs, and analytics for evaluating PR effectiveness

• Acquire skills to measure what works, what doesn’t, and why.

• Group workshop: Building and presenting a mini strategic communication plan

• Apply all lessons in a live scenario that mirrors real-world decision-making.

Objectives:

• Apply structured crisis-response strategies in realistic scenarios

• Use proven frameworks to navigate uncertainty and protect stakeholders.

• Manage narratives and protect organizational credibility

• Understand how communication shapes public confidence and trust.

• Track communication performance using data-driven evaluation tools

• Learn to turn metrics into actionable insights.

• Produce an actionable strategic communication plan tailored to organizational needs

• Combine theory and practice into a coherent, executable communication strategy.

Course Details

• Time: 17:40 - 19:30

• Delivery Language: English

• Materials Languauge: English

• Duration: Three days

• Format: Classroom Based

• Location: Erbil - mselect office

• Fee. Person: $180

Who Should Attend

This course is ideal for:

• PR and communication professionals seeking to modernize their skillset

• Suitable for practitioners needing to update competencies for today’s environment.

• Communication managers, officers, and corporate affairs teams

• Ideal for individuals overseeing internal and external messaging.

• Marketing and branding professionals involved in content or media strategy

• Provides a deeper understanding of narrative, visibility, and audience impact.

• Public affairs specialists, NGO communication staff, and government information officers

• Supports better engagement with communities, institutions, and policymakers.

• Business owners, leaders, and managers responsible for organizational messaging

• Helps non-specialists communicate confidently on behalf of their institutions.

• Anyone interested in developing high-level professional PR and communication capabilities

• Open to newcomers seeking structured, practical communication skills.

Trainer Bio

Dler Mohammed is a certified professional trainer with over 15 years of experience delivering high-impact, results-focused training across various industries. In addition to his training background, he is an experienced journalist, news anchor, and Middle East analyst known for his in-depth reporting and political analysis.

He spent more than 15 years working with the U.S. government, including nine years as a Senior Political Specialist at the U.S. Department of State, where he strengthened his expertise in strategic communication, analysis, and diplomacy. His extensive national and international network—including diplomats, policymakers, and subject-matter experts—enhances both his reporting and training work with valuable insights.

He holds a BA in French Literature from Al-Mustansiriya University and has completed additional studies in political science, human rights, and leadership at the Foreign Service Institute (FSI) in Washington, D.C.

Payment

Must be made 7 working days before the start of the course. Payment can be made in cash, by bank transfer or through exchange offices.

How do I register?

You can register by emailing training@mselect.com with the following details:

• Full Name

• Position

• Email Address

• Phone number

• Name of the course

For more information or inquiries, call 0771 842 2380