Background:

Hetta Institute for International Development (HIID) is a USA-based professional educational corporation specializing in human capacity building. The Institute specializes in helping the mid and senior-level executives, particularly those from the developing countries, to upgrade their skills. HIID was founded in 2001 and registered with Arizona Corporation Commission, Phoenix, Arizona, USA. Hetta Institute for International Development is also registered with the New Jersey Department of the Treasury Division of Revenue and Enterprise Services. HIID also partners with the Center for Executive Training and International Development (CETID), a professional training provider in sustainable development, registered and based in Manhattan, New York City, USA.    Since 2001, HIID has provided short term training courses to hundreds of high-ranking government and corporate officials.

Course Description:

As globalization and advanced technology have made national borders invisible, the role of public relations officers has become crucial in putting up a favorable image of the institutions they represent.

A public relation officer, by definition, is an image shaper. To perform his jobs well, public relations officer must have good personal qualities, have the ability to gather and master facts, able to communicate clearly and express themselves well both in writing and in speech;must have high standard of integrity and ability to gain peoples’ confidence, and must be bold and have good knowledge of what is going on in the organization they represent.

On behalf of their organizations, public relations officers have to carry out all public relations activities across the business with all government organizations and institutions, especially in the communities where the youths/people are putting too much pressure on establishments for economic and social improvements.

The main objective of this course is to explore and analyze the role of public relations officers in the context of sustainable development in their communities. The course will also give the participants the opportunity to share experiences on the challenges facing their organizations and the stakeholders.

Course Learning Objectives:

The course is delivered in a workshop setting facilitated by seasoned facilitators with practical experience. Because the course is multidiscipline, participants may be asked to take additional related topics during the 2-week session. No examination is required for the completion of this course. However, active participation in all scheduled activities is required and key to the success of the workshops. Assessment of the participants is through effective class participation, group presentations, group projects, and class attendance.

Course Content

The course has some of the following key areas of learning:
  • Overview of public relations and development management: conceptual framework, definitions, context, issues, and challenges
  • Public relations industry in the context of sustainable development
  • The fundamental and basic theories of power structures in society
  • Theories explaining the causes and effects of poverty and how society responds to the power structures as related to the causes of inequality and equality in society
  • Social movements and group conflicts
  • International development management in the New Millennium
  • New approaches to sustainable development
  • The link between public relations and sustainable development
  • Main functions of a public relations officer
  • Strategic roles of a public relations officer
  • Gender issues in the public relations profession
  • Business ethics and corporate responsibility
  • Public relations officer and crisis management
  • Challenges and opportunities of public relations career
  • Case studies and exercises
  • Problem-solving exercises
  • Computer training with a brand new laptop computer to take home
  • Field trips

Learning Outcome:

At the end of the course, participants should be able to perform the following public relations activities:
  • Analyze public relations problems and opportunities
  • Understand and analyze some of the theoretical concepts related to public relations
  • Develop strategies for managing public relation crisis
  • Assist to achieve organizational goals by building and maintaining a positive image of the organization
  • Identify the public relations implications of management decisions
  • Enhance their skills in improving the corporate image of their organizations
  • Release statements and understanding reporters’ interviewing styles

Learning Methodology:

The course is delivered in a workshop setting facilitated by seasoned professional facilitators with practical experience. Active participation is required and key to the success of the workshops. Other methods used in this course include case studies and problem-solving exercises. No tests or examinations will be taken by the participants in this course but assessment of the participants’ performance will be measured through effective class participation, group presentation, group projects, and class attendance. This course combines presentations, lectures, class discussions, group presentations, and problem-solving exercises.

Who should attend?

The course is ideal for administrators of government departments, corporate executives in the private sector, and professionals in “control positions” such as accountants, auditors, and corporate controllers.

Course Duration:

2 weeks

Training Locations and Scheduled Dates:

Phoenix, Arizona, USA; Jersey City, New Jersey, USA: Apr 20-30; Dec 14-24, 2020 Washington DC, USA:

Registration Fees:

The course fee is $4950 for two weeks. The course fee covers the following: instruction, course materials, one brand new laptop computer to take home, administration expenses, field trips, cultural programs, and miscellaneous program-related expenses.

How to Register:

To participate in this course, the applicant must:
  • Send a completed application form
  • Have a bachelor’s degree/or have relevant work experience at senior management level
  • Be nominated by the head of his/her department
  • Be a senior member of the organization
  • Demonstrate a devoted interest in the course
  • Have proof of English proficiency
  • Demonstrate proof of financial sponsorship for the course