Professionals these days have rapidly evolving roles whether they are working in-house for corporations or consultancy firms. The traditional perception of seeing them as mere mediators and coordinators has collapsed. Public relations professionals are now recruited as strategists and tacticians, marketing communications specialists, relationship architects, cyberspace visionaries and image/brand consultants. However, the requirement of possessing good writing skills and a creative mind to achieve effective communication results has never changed. The main objective of the programme is to explore a spectrum of writings required by both in-house and agency business executives. Other than looking into approaches for public relations writings, the programme will include group discussion and presentation sessions, case studies and problem solving exercises. The programme is designed to be of aid to business executives. It serves as an introduction to different kinds of public relations writing.
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