Foundations of Communications and PR

This PR fundamentals course covers all the core concepts and techniques that underlie the discipline of professional communications. You will master the full range of practical tools and best practice that effective communication professionals use to shape reputation and influence stakeholders. Topics include PR disciplines, communication strategy, campaigns, media relations and social media. 

This course is available face-to-face (one full day) or live online (two half-days). 

  • Face to face (Dubai) | One full day | Media One Hotel | $695 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $695

Also available on request in US / Asia timezones.

This course runs in English. It is also available on request in Polish.


Course outline

The PR landscape

This module is a colourful induction into the modern public relations industry: a sweeping view of the big picture, giving context to best practice.

  • History and evolution of the communications industry
  • Structure of the contemporary global PR landscape
  • Strategic communications: how PR serves hard business goals
  • PR job roles and career structures: in-house PR, agency PR
  • The communications mix: PR, branding, communications, advertising

Concepts and disciplines

This module defines and explores the principles that underlie all effective PR, and its many specialist practice areas.

  • The advisory role of communication and PR in shaping business strategy and decision making
  • Universal PR principles: reputation management and influence in action
  • Specialist PR disciplines (e.g. media relations, event management, crisis, internal, public affairs, financial PR)
  • Online engagement: the mainstream role of the Web in modern PR

Tools and tactics

This module opens up the complete toolbox of the modern PR profession and shows how effective organisations apply diverse tactics for practical results.

  • Stakeholder mapping: identifying and prioritising the target groups
  • Media segmentation: target groups through the most influential channels
  • Message development and proof points
  • Media relations and media engagement
  • Online PR and communications

Creative platforms

This module reviews an array of creative and unusual approaches that can generate the most effective and memorable PR campaigns.

  • Creative PR and communications platforms
  • Role and importance of creativity in PR
  • Sources and success factors for creativity
  • Creativity showcase: lessons from the world’s most creative PR campaigns
  • Facilitating creativity: 10 practical techniques to unlock creativity


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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Izabela Hamilton

Izabela is a communications specialist and certified executive coach with more than 15 years' international experience in Europe, the United States and the Middle East. She managed the communications functions for prominent international brands including Jumeirah Group's flagship Burj Al Arab hotel, market intelligence group Euromonitor International, Incisive Media and Business Monitor International. Izabela's responsibilities and expertise include internal and external communication, crisis, events, media relations and coaching for public speaking. She delivers career and communication coaching for individuals and organisations of all sizes. She trains on many topics including soft skills, executive presence, communication strategy and reputation management.

Trainer profile: Elena Yakunina

Elena is a successful communications and public relations professional with over 15 years’ experience. She led the communication functions at Ehrmann AG, Nestlé and GlaxoSmithKline in Russia and Eurasia. She is an expert in strategic communications, reputation management, media relations, social media engagement, personal and brand/product PR, crisis, change and transformation, CSR/sustainability and sponsorship programs. She has extensive experience in managing stakeholder relations and generating public support. She advises a number of organisations in the Middle East and Asia on strategic communications. Elena holds two master’s degrees in Economics and Management, and in Journalism. She studied leadership at the London Business School. Elena is a member of World Communication Forum Association (Davos, Switzerland). She speaks English, Russian and basic French.

Trainer profile: Felice Hawley

Felice is a versatile editor, writer and broadcaster with in-depth experience of economic and business news. During a 16-year career at CNN, she helped create and then produce the award-winning live business programme “World Business Today”. Moving to text, Felice became Managing Editor of Hoover’s Online Europe, responsible for a team of journalists. She later went on to launch several websites, intranets, extranets and microsites. She writes, edits and manages content for organisations including Transport for London and the NHS. Felice consulted on web and print materials ahead of the 2012 Olympic and Paralympic Games in London.

What you will learn

After this course you will be able to:

  • Understand the structure and landscape of the PR profession
  • Explain and articulate all 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 universal course designed for learners at different levels and in a range of roles. Learning is pitched at a core level, designed to help you analyse core concepts and execute universal skills. This course is recommended for PR and communication professionals early in their careers who need to build a broad foundation of professional expertise.