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Public Relations & Brand Management

Public Relations & Brand Management


R5,300 Enroll

Full course description

Course Rationale

This course is designed for professionals in or aspiring to join the safari lodge industry, including lodge managers, Public Relations (PR) officers, marketing personnel, and conservation advocates. It aims to provide a comprehensive understanding of PR and Brand Management within the unique context of safari lodges, where luxury tourism, wildlife conservation, and community relations intersect. Participants will gain essential skills to manage the lodge's reputation, cultivate strong stakeholder relationships, and utilize PR strategies effectively to enhance the lodge's brand presence in a competitive market.


Learning Outcomes

  • Understand the Role of PR in Safari Lodge Operations 
  • Develop Targeted PR Strategies for Safari Lodges 
  • Effectively Communicate with Diverse Stakeholders 
  • Utilise Digital Platforms for Brand Enhancement 
  • Manage Crisis Communication in Sensitive Environments 
  • Implement Ethical Branding and PR Practices 
  • Build and Sustain Community Relations 
  • Evaluate and Adapt PR Strategies


Topics Covered

  • Fundamentals of public relations and brand reputation
  • Developing and implementing a public relations strategy
  • Public relations in the digital era and crisis management
  • Ethical practices and continuous development in public relations


By the end of this course, participants will be able to:

  • Gain insights into how public relations activities specifically impact a safari lodge's brand and reputation, considering the unique aspects of wildlife tourism and conservation. 
  • Learn to create and implement public relations strategies that address the specific needs and challenges of a safari lodge, such as wildlife conservation issues, community relations, and sustainable tourism practices. 
  • Acquire skills to effectively communicate with a range of stakeholders, including guests, local communities, conservation bodies, and the media. Understand the importance of culturally sensitive communication in the context of safari lodges. 
  • Learn how to effectively use digital tools, including social media, to promote the safari lodge brand, engage with guests, and share conservation and community initiatives. 
  • Develop skills for managing communication during crises that may arise in safari lodges, such as wildlife-related incidents, environmental challenges, or community disputes. 
  • Understand the ethical considerations in branding and PR, especially in the context of environmental conservation and community relations. Learn to balance commercial objectives with ethical responsibilities. 
  • Learn strategies for building and maintaining positive relationships with local communities, recognising their role as key stakeholders in the safari lodge industry. 
  • Acquire skills to evaluate the effectiveness of PR strategies and adapt them to changing circumstances in the safari lodge industry, including shifts in tourism trends, environmental policies, and community needs.