A high-level induction into the art and science of strategic communication
A three-day induction to PR designed for senior professionals who are new to PR but advanced in their careers
This course covers the skills and principles that are critical to delivering results in a PR role, pitched at a senior level suitable for people who are new to PR but already advanced in their careers. Its 12 modules cover the full spectrum of PR including strategy, media relations, online, crisis and videotaped interview training.
Course format
This course is a “boot camp” in public relations designed as a senior-level induction into all of the key aspects of the profession. Every core discipline and concept is presented and explored, providing a rapid 360-degree view of modern best practice in communication and public relations.
The programme is popular among managers who have made a sideways move into a senior PR role, for instance from marketing or HR; and with people who have been rapidly promoted into a senior PR position without the opportunity to learn all the tools of the trade on the way up.
It comprises 12 modules spread over three days, each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Learning outcomes
After this course, you will understand all of the key disciplines and concepts of the public relations profession.
You will be able to perform the core skills required of multi-purpose communication professionals, including media relations and event management.
You will return to your communications role with a full understanding of the ideas and tactics that PR professionals use, combined with the skills and confidence to put them to work.
You will be able to:
- Understand the structure and landscape of the PR profession
- Explain and articulate all of the specialised disciplines of PR
- Apply essential PR concepts to everyday work
- Develop messages, positioning and proof points
- Map and prioritise stakeholder groups for your organisation
- Choose the right PR tool for the job
- Apply creative PR platforms to generate practical results
- Draft a clear and concise outline communication strategy
- Engage with journalists and conduct interviews
- Write copy for the media including effective press releases
- Apply PR tools online, including social media
- Understand the principles and practicalities of event management
- Defend your organisation’s reputation in a crisis
- Plan internal communication and employee communication campaigns
Who should attend
This is an intermediate-level course . Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
This course is ideal for people who are taking on public relations responsibilities for the first time, but who already have substantial professional experience outside PR. An example might be a mid- to senior-grade manager who has just been appointed to a communications position or has been given more of a communications role in their current job.
Qualification credit
This is an Advanced Professional Award course, independently accredited by Edexcel. For details, download the course brochure.
Feedback
Made training relevant to me, I felt my learning outcomes were clear and met.
- Neil Blackmore, British College of Osteopathic Medicine
Thanks to the small group, we managed to interact most of the time and share experiences
- Hania Al Lahham, Depa United Group
The facilitators were crisp and to the point and I thouroughly enjoyed the interviews
- Mohammad Omer, Mobilink
Very clear, broken up into good sections. The trainer was excellent, made it sound very simple.
- Ashley Dickinson, Red Bull
Useful practical experience, excellent feedback.
- Kathryn Rane, Save the Children