Master the essential tools and concepts of the public relations profession
A one-day introductory course covering all of the core concepts, disciplines and techniques of modern PR
This course introduces all of the core concepts, disciplines and techniques that empower the modern PR profession. You will master the full range practical tools and best practice that effective communication professionals use to shape reputation and influence stakeholders in media, online and non-media platforms.
Course format
This course is a lively and practical introduction to the PR profession. Expect incisive and interactive briefing and coaching sessions with experienced frontline PR professionals and journalists, and stimulating workshops to develop effective practical skills.
This course comprises four modules, 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.
Modules:
- The global PR landscape and profession
- Essential PR concepts and disciplines
- Practical PR tools and tactics
- Creative PR platforms
Learning outcomes
After this course, you will be able to…
- Understand how 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
Who should attend
This is a core-level course, pitched at a level to help you analyse core concepts and execute universal skills.
This course is ideal for PR and communication professionals early in their careers who need to build a broad foundation of professional expertise.
NOTE: People who are new to PR but already have long experience in another professional field area might want to consider another course, the Crash course in PR for experienced professionals.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
The brainstorming and workshop sessions were very interactive and brought to life many actual examples of how PR can be effective.
- Jayne Letter, Parcel Force Worldwide
I liked the case studies. They got us thinking about how to approach the media and find new opportunities.
- Nicola Chadwick, CBA
Training was comprehensive and thorough, with lots of opportunity for discussion and time for questions.
- Sasha Daly, Treehouse
Very concise – lots of information packed into one day.
- Leticia Labre, One World Trust
Good learning environment with lots of flexibility in the sessions.
- Preethi Sunddadun, NSPCC
It gave me an excellent basic understanding of PR
- Azmi Basir, Vangard Scotland