With the launch of the ‘PRCA x TMN Training’ by Public Relations and Communications Association (PRCA) and The Media Network (TMN), Team TMN sit down with Leanne Foy, General Manager at PRCA MENA to talk about the initiative and what to expect…
Tell us about the concept behind the ‘PRCA x TMN Training’…
The concept behind PRCA x TMN training is to provide a platform for continuous professional development. We strive to deliver excellent training that develops talent in the region by offering online training through our live or on demand 90-minute interactive webinars, half day, face-to-face and bespoke training as well as our global CPD program. By developing talent, we will keep the industry up to date with emerging trends and best practices. This results in increasing industry standards, talent retention and more effective practices.
Who is your target audience and how can they get involved?
PRCA has training courses at introductory, intermediate and advance levels. We are targeting those that work in PR and communications looking to enhance their professional development.
What is the approximate cost per session?
Our face-to-face half day training courses are priced at AED 695 for members and AED 1,295 for non-members. The online training webinars are priced at AED 295 for members and AED 395 for non-members.
Can you give us some more details about the trainers?
All of our trainers are industry professionals and have completed a PRCA trainer’s accreditation, where they have been observed on delivering a training session. All trainers are part of our quality assurance plan and are observed every six months as part of our quality promise.
Why should agencies participate in the training session?
Training and development is a proven technique in retaining talent. It demonstrates staff investment, and will train staff in key areas of the business.
What kind of changes are you hoping to promote and encourage with this training?
One of the PRCA’s main objectives is to increase the standards in the industry. Training and professional development is one way we are actively doing this. Our training incorporates best practice and develops talent.
Why did you feel the need to launch the PRCA x TMN Training in the region?
The PRCA has an extremely successful and comprehensive professional development program, with certified training to an industry standard. PRCA MENA has adopted this in the region after consulting with our members and identifying a lack of industry accredited training. It is vital that we develop and retain talent in our industry and by partnering with TMN it will extend our reach.
How does this training course differ from other courses in the region?
PRCA MENA training courses are certified by the most dynamic industry body for PR and communications. All of our training courses whether they are online or face-to-face contribute to our global CPD program. We offer a variety of training across key skills, writing, digital, creative, crisis, public affairs, winning new business, personal skills and finance and profitability, at introductory, intermediate and advance levels.
What has been your advertising strategy in the region?
We’re promoting our training courses through our networks of members and non-members as well as through content such as our newsletter.
What is the reaction you expect from participants, following the training sessions?
We expect our participants to be extremely satisfied with their courses – we require very high levels of feedback for all trainers.
What benefits are participants expected to gain from the sessions?
Increased knowledge in the subject field, alongside areas of best practice and techniques to use in their day to day work. All sessions have a set of learning outcomes relevant for each course.
What does the future hold for the PRCA x TMN Training?
We will continue to work with our members to identify skills gaps and develop training courses that meet their needs.