Course Details

Multi-skill Programmes (multi day), Communication strategy, Communication management, Media relations, Crisis communication, Writing for communications, Skills for PR professionals

Applied communications and PR programme (5 days)



Course venue

ISOC London
13 Grosvenor Place | Floor 3

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GBP 2,475

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  • A five-day intermediate training programme covering crisis communication management, communication strategy, PR planning, creativity and copywriting

    Course outline

    A multi-skill course at intermediate level

    This course is a one-week investment in professional development for communication professionals looking to take their career to the next level.

    You will learn innovative approaches to crisis communication management, creativity in tactics, advanced copywriting, planning PR campaigns and designing communication strategy.

    Who should attend

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for communications and PR specialists seeking a mid-career boost and skills update as part of their professional development.


    This course covers the following modules:

    • Crisis communication management 
    • Communication strategy design and development
    • Planning and managing PR campaigns
    • Creativity in communications and PR
    • Specialised copywriting for communications and PR


    The topics covered by each module are detailed below.

    About this course

    What to expect

    Applied Public Relations is an ISOC Multi-Skill Programme. This extended training format covers a range of different PR and communication skills. It is designed to develop fully rounded communications professionals.

    You will not have to sit through long lectures or presentations – this course uses active learning to help you internalise the topic and apply it in the real world.

    Training format

    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 stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Learning outcomes

    After this course you will be able to:

    • Establish your organisation’s readiness for crisis communication activities to mitigate reputational damage
    • Lead the process of creating a crisis strategy
    • Conduct a reputational risk assessment and issues mapping process
    • Analyse, map and prioritise your organisation’s stakeholders
    • Select the most effective communication channels for your messages
    • Conduct a communications audit and situation analysis
    • Design a clear, concise, integrated communication strategy
    • Plan a communication campaign rigorously using practical tools
    • Apply and adapt 10 universal platforms for creative PR
    • Gain creativity and confidence dealing with the media
    • Return to work with fresh ideas and inspiration for media engagement
    • Write opinion editorials, PR case studies, PR features and advertorials that will generate publicity or reputational benefits

    Day 1: Crisis communication management 

    This module covers how to ready your communication function to respond rapidly and effectively in a crisis to manage perceptions in media and online.

    • Crisis communication strategy 
    • Crisis radar: risk assessment and issues mapping
    • Crisis systems, teams and protocols 
    • Crisis communication resources and planning

    Day 2: Communication strategy design and development

    This module covers the complete process of building a comprehensive and effective communication strategy, from core concepts to development tools.

    • Principles and essentials of PR strategy: the guiding principles that underlie every strong PR strategy
    • Analysing stakeholders and channels: tools and methodologies to ensure that your communication strategy targets key audience groups effectively
    • Setting communication goals and objectives: how to conduct a communications audit and target the right outcomes and milestones for a strategy
    • Tactics, positioning and bringing it all together: a how-to guide choosing effective tools, finalising and presenting your strategy

    Day 3: Planning and managing PR campaigns

    This one-day module covers the complete process of translating strategy into results using practical approaches to PR planning and management.

    • Communication campaign planning: practical approaches and tools for campaigns that execute smoothly and deliver results
    • Universal platforms for effective campaigns: 10 classic platforms for PR and communications campaigns
    • Practical communication project management: a hands-on primer in how to apply best practice in project management to PR campaigns at your organisation
    • Managing suppliers and working with agencies: how to select, manage and troubleshoot the third-party organisations on whom the success of your campaign depends

    Day 4: Creativity in communications and PR

    This one-day module covers sophisticated approaches to media relations that will enable PR professionals with some media experience to take their career to the next level.

    • Creative news and media management: how to generate creative news angles and secure prominent coverage even for borderline stories
    • Innovative media engagement tactics: how to engage journalists using innovative techniques
    • Online media relations: how to conduct media relations on the Web and align your media relations work with online social media
    • Preparing and coaching spokespeople: how to brief and debrief spokespeople so that they perform effectively in interviews

    Day 5: Specialised PR copywriting

    This module looks beyond the humble press release to harness the wide range of written formats that every PR professional should master.

    • Opinion editorials: advocacy and thought leadership
    • Case studies: bringing messages to life
    • PR features: long-form writing techniques
    • Advertorials: targeted editorial impact

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC's systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 4 users commented so far Add your review

Anonymous says:
Overall good course, with knowledgeable trainers.
Anonymous rated the course
Kummam Al-Maadeed says:
I came to London in 2015 and I'm here again and that shows how grand the place is.
The trainers have great experiences and are very helpful.
I love the location and the warm atmosphere.
Kummam rated the course
Manal Hendy says:
My overall impression of this programme was outstanding, among the best I have experienced. This was my third training event with ISOC and definitely not my last.
The trainers are exceptional; Jenni Perry in particular stood out!
Manal rated the course
Yasmin Alsharhan says:
Amazing information, amazing trainers and a great programme!
Yasmin rated the course
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