• The inverted pyramid model of public relations;
• The true meaning of news and distinguish between its form and substance;
• The vital elements of a good story;
• The types of story construction;
• The structure of an effective press conference;
• The things to keep in mind when speaking to the media;
• The different categories of news categories;
• The vital elements of a good story;
• The different types of press releases.
• Planning the structure and issue a press release;
• Communicating with the press both in writing and orally;
• Dealing with difficult questions/enquiries from journalists;
• Arranging and organising a press conference;
• Constructing a feature story
• Innovative ways of communication such as via different channels (eg.social media) with the public;
• Developments in the field of public relations;
• Authorising and approving issues of press releases;
• Representing properly the organisation with the press/public.

• The reasons why a particular cause requires donations in a particular community
• The ways to make the cause available to the public in a particular community
• The value of additional reasons to support the cause to those reasons already in existence
• Know how to create or find benefits for donors to support the cause
• Understanding various types of donors in the context of fundraising activities they participate
• The various methods used to fundraise
• How to investigate corporations’ fundraising efforts and support
• Know how to examine, analyse and write reports of corporations and their investment funds as potential donors
• Understand the Code of Conduct with reference to the role of a code in a fundraising environment
• The principles of business ethics
• The relationship between ethics and generally accepted Codes of Conduct
• The importance of a Code of Ethics for fundraisers
• The impact of unethical behaviour
• How to keep/retaining major donors and to increase their giving
• How to communicate with corporations and leaders to bond them to your organisation and mission
• The reasons why a particular cause which requires donations needs to be provided in a particular community
• How to gain knowledge of reasons why the cause or organisation should be supported in addition to those already in existence and which might be available free of cost or at a reasonable fee
• Gaining knowledge of how to find ways so the donor would benefit by supporting your cause
• Gain knowledge of different types of NGO’s and how to identify and explain them
• How to identify various types of donors in the context of the fundraising activity in which they participate
• The concept of a Code of Conduct with reference to the role of a code in fundraising environment
• Applying the Code of Conduct of a fundraising organisation in all business-related interactions
• How to communicate effectively to persuade donors
• How to clearly articulate reasons for supporting a cause
• How to build collaborative relationships through active listening
• How to recognise ways and reasons why donors should support a cause
• How to creatively find different ways to raise funds
• How to manage fundraising project within organisation
• Keeping and lifting major donors through thanking and reporting to them
• Asking proper questions to major or potential donors

• The properties and features of a strong brand identity and outline ways of using this to one’s advantage
• The contents and relevance of brand guidelines and brand use across all mediums – print, online, mobile and devices.
• The psychological consequences of branding, its correct use when appealing to one’s audience and learn about research carried out about the subject that can help with future decision making.
• The knowledge to identify stronger brands
• Planning a marketing strategy across online and offline mediums at low cost/within budget without compromising standards
• Correctly planning and predict the outcome of a marketing plan / case study based on previous research
• How to write an analysis of Brand examination to assess its strength
• How to plan the design of its touchpoints based around brand consistency
• How to develop the brand voice from their mission statement
• How to write the content for print and online whilst staying loyal to the brand voice
• Identifying and comparing the major financial and non-financial considerations in any decision-making situation.
• Estimating the projected return to be made from financial decisions to be taken, thus categorising and ranking the options being considered.
• Alternative opportunities for action following analysis of financial data obtained from financial statements.
• The financial constraints faced during budgetary processes.
• Selecting relevant information necessary for decision-making purposes.
• Learning and developing a basic knowledge and understanding of the management accounting principles surrounding short- and long-term financial opportunities.
• Planning and assessing marketing plans
• Assessing the value of the various touchpoints (online, Tv, Radio , Print etc) and plan for higher return
• How to manage and continually assess and improve their Brand positioning and Marketing for funding purposes

The importance of effective communication is highlighted in 1 module. Participants are also introduced to the principles of adult education. Another area which is discussed in this session is stage fright. This is a phenomenon that one must learn to control. Participants are encouraged to think of any presentation as a friendly conversation rather than a formal speech.

Communication with confidence is the key. Participants will have been exposed to the following:

1. Use of the ‘Personal Construct Theory’ to understand perception and the way people communicate.
2. Identification of ‘distortion’, ‘deletion’ and ‘generalization’ taking place during human communication interaction.
3. Understands learning styles and principles of adult education.

Careful preparation is the key to successful public speaking. In the 2 module, participants are shown how to prepare a great presentation. The importance of knowing the audience is highlighted in this session. The following are also covered: developing an outline, selecting and organizing material, attention grabbing introductions and creating a memorable conclusion. Participants discover how to convey messages using their voice and body, and how to deal with eye contact. They also discover how to use statistics, quotations, stories, examples and analogies for maximum impact.

Impromptu speaking is also covered in this session. Participants practice impromptu speaking during this session. Participants will have been exposed to:

1. Understanding verbal and non verbal communication
2. Using body gestures during presentation
3. Identify different breathing patterns during speaking.

During this module participants start tying it all together. Topic selection tips, research source tips, outlining tips, word choice tips, delivering the speech and the use of props are covered in this session. Participants are shown how to handle any audience no matter how hostile. The session also covers participation in meetings, presenting and accepting an award.

Participants will have been exposed to the following:

1. understands the general purpose of any meeting.
2. identifies what promotes co-operation among a group
3. familiarizes with word choice tips when delivering a speech.
4. Use humour in the workplace and in personal life

The most creative aspect of language is humor and it is one of the most important topics in the study of communication. The aim of 4 module is to present current research about humor and laughter and also to help you understand how to use humor in the health care setting to enhance communication, diagnostic and treatment skills. The use of humor as a clinical tool is explored and the theory and rationale for its application in health care and education is discussed. The presentation also focuses on how humor can be used as a mechanism to enhance communication and build a healthy therapeutic relationship. Dr. Patch Adams argues that caring is not a business transaction but a loving, creative, positive human interchange.

This presentation is merely the first step. Participants will have been exposed to the following:

1. understands the experience of humour and experience of laughter
2. identifies the core therapeutic aspects of humour
3. distinguishes between the physical, emotional and cognitive aspects of humour
4. familiarizes with the humour training program
5. understand humour as a useful tool in public speaking.