| Date | Venue | Fees | |
|---|---|---|---|
| 28 Sep - 02 Oct 2026 | Riyadh - Saudi Arabia | $ 5,950 | |
| 05 - 09 Oct 2026 | Online | $ 4,950 |
Introduction
This GLOMACS Strategic PR Planning training course strengthens the capability to design public relations strategies that are aligned with organisational priorities, grounded in stakeholder intelligence, and supported by sound protocol practice. It positions PR not only as a publicity function, but as a disciplined management activity that shapes reputation, relationships, institutional credibility, and the quality of high-level engagement. The course connects strategic communication planning with the protocol standards required for official meetings, VIP visits, stakeholder encounters, ceremonies, media moments, and international contexts.
The communication environment has become more exposed and less forgiving: fragmented media ecosystems, AI-generated content, misinformation, lower trust in institutions, politicised stakeholder expectations, and greater cultural complexity. In this context, protocol is a risk-control and reputation-building discipline. It helps organizations to receive, recognize, address, seat, accompany and honour stakeholders correctly, while ensuring that messages, behaviour and symbolic details are coherent with institutional purpose.
This training course will highlight:
- Strategic PR planning as a reputation, relationship, protocol and business discipline.
- Stakeholder intelligence, hierarchy, influence and protocol mapping.
- Message architecture, narrative discipline and culturally appropriate tone.
- Planning and governance tools for media, visits, ceremonies and stakeholder engagement.
- Measurement, evaluation and continuous improvement linked to reputation outcomes.
Objectives
At the end of this training course, you will learn to:
- Apply strategic PR and protocol planning principles to organizational communication challenges.
- Translate institutional and business priorities into clear communication objectives, audiences, messages and actions.
- Analyze stakeholders according to influence, expectations, cultural context and protocol relevance.
- Develop credible narratives, messages and events or visit communication plans.
- Design measurable PR action plans with governance, risk controls and evaluation criteria.
Training Methodology
This training course combines expert input, facilitated discussion, case analysis, stakeholder-mapping tasks, protocol scenarios, message-development practice, and planning exercises. Participants work through practical situations involving executive communication, high-level meetings, VIP visits, institutional events, sensitive announcements and reputational risk. The methodology encourages strategic judgement, precision in protocol, ethical decision-making and immediate workplace application.
Organisational Impact
The organization will have the following benefits:
- Better alignment among PR, protocol, organizational strategy and reputation priorities.
- Improved capability to manage high-level stakeholder engagement with consistency and authority.
- More coherent messaging and institutional behaviour across channels, events and encounters.
- Stronger readiness for VIP visits, official meetings, media moments and sensitive ceremonies.
- Better evaluation of PR effectiveness and stakeholder experience.
- Reduced reputational, cultural, operational and protocol-related risks.
Personal Impact
At the end of this training course, the participants will gain the following:
- Stronger strategic communication and protocol judgement.
- Improved ability to diagnose communication challenges before choosing tactics.
- Greater competence in stakeholder mapping, hierarchy, precedence and audience analysis.
- Enhanced ability to craft evidence-based messages and
protocol-sensitive narratives. - Practical planning tools for campaigns, visits, ceremonies, briefings and events.
- Greater confidence in advising leaders and managing high-visibility communication situations.
Who should Attend?
This training course is designed for professionals responsible for planning, managing or supporting public relations, protocol, corporate affairs and strategic communication activities. It is particularly relevant for those who work with senior leaders, high-level stakeholders, institutional events, official visits, media visibility or international audiences.
This training course is suitable for a wide range of professionals but will greatly benefit:
- Public relations and strategic communication practitioners.
- Corporate affairs, public affairs, government relations and media relations teams.
- Protocol, events, VIP hospitality and stakeholder engagement professionals.
- Marketing, brand, digital and content communication professionals.
- Managers involved in organisational communication, institutional relations or executive support.
Strategic context and protocol-aware PR planning
- PR as a reputation, relationship, trust, and organizational value discipline. Definitions and scope.
- The role of protocol in institutional credibility and stakeholder experience. Definitions and scope.
- Moving from reactive to initiative-taking, intelligence-led planning.
- Strategic planning models: situation analysis, objectives, publics, strategy, tactics, and evaluation.
- Identifying communication challenges, risks, opportunities.
- Aligning PR and protocol with organisational priorities and leadership expectations.
- Building a strategic mindset for communication, conduct and institutional representation.
Stakeholder intelligence, protocol mapping and insight development
- Identifying stakeholders, audiences, influencers, partners and institutional actors.
- Mapping hierarchy and precedence.
- Understanding audience motivations, expectations, sensitivities and information behaviors.
- Conducting protocol needs assessments.
- Analyzing perception, trust, cultural context and reputational exposure.
- Identifying engagement opportunities.
- Using research, listening, media intelligence and internal knowledge to inform planning.
Narrative, message and institutional communication strategy
- Building a clear strategic narrative aligned with organizational purpose and values.
- Developing key messages for stakeholders.
- Adapting tone, evidence and formality across executive, media, employee, community and official audiences.
- Ensuring consistency between message, spokesperson behaviour, setting and protocol arrangements.
- Integrating storytelling with institutional authority, cultural intelligence and reputational sensitivity.
- Planning communication for speeches, briefings, visits, ceremonies, receptions and media encounters.
- Addressing misinformation, polarization, AI-generated content and hostile narratives.
Implementation, governance, protocol and resource alignment
- Translating strategy into phased action plans, workstreams, timelines and decision points.
- Selecting channels, formats and settings according to audience behaviour, risk level and strategic value.
- Coordinating PR, protocol, marketing offices.
- Planning VIP visits, high-level meetings, delegations and institutional events.
- Aligning guest management, seating, order of speeches, flags, gifts, hospitality and media.
- Managing reputational, cultural, operational and protocol sensitivities.
- Ensuring operational readiness through briefings, running sheets, checklists and contingency planning.
Measurement, evaluation and continuous improvement
- Setting SMART objectives and linking PR outcomes to reputation goals.
- Evaluating stakeholder experience in meetings, visits, ceremonies and events.
- Monitoring media, social, stakeholder and internal feedback.
- Reporting results to leadership with insight, evidence and recommendations.
- Identifying lessons learned, protocol failures, reputational risks and improvement opportunities.
- Upon successful completion of the classroom-based training course, GLOMACS Certificate will be awarded to the delegates. Continuing Professional Education credits (CPE): In accordance with the standards of the National Registry of CPE Sponsors, one CPE credit is granted per 50 minutes of attendance
- Upon successful completion of the online training course, a GLOMACS Certificate will be awarded to all delegates. Guided Learning Hours – In accordance with ISO 9001:2015–certified quality management standards, one Guided Learning Hour is awarded for every 60 minutes of attendance.
Endorsed Education Provider
