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Introduction to the course
Public Relations is an ever-evolving industry. Learn the history, theories, and principles of public relations on this 5-day course, and gain a comprehensive foundation to start the journey down the public relations path.
This KC Academy course is a real-world introduction to the practice and purpose of public relations. Bringing together case studies and media coverage, you will learn about the role of PR in organisations and the application of communication tools. You will also look at the current day PR practitioner and the steps required when developing a communication plan before moving into integrated PR strategies and the role of PR in the modern media environment.
During the course, you will learn how to create communication campaigns, manage strong brands, create a cohesive corporate identity, predict and reduce risk, create a crisis plan and risk management strategy, protect and enhance reputation, implement CSR strategies and create strategic media communications plans.
Course details
During this five-day training course, you will learn:
- Trends and developments in communications
- Building reputation through trust and transparency into the brand
- Brand development
- Creating a PR strategy and developing PR campaigns
- Risk and issue management plans for stakeholder engagement
- Defending your brand and implementing effective risk and crisis plans
- Effective stakeholder engagement
- Implementing CSR and sustainability strategies
- Modern media relations and press campaigns
This course is essential for anyone wanting to speed with the fundamentals of public relations and media communications. Suitable for those involved in PR full time or for other media executives who want a better understanding of how public relations work.
- Public Relations Officers
- PR executives
- PR associates and executives working in agencies
- In-house PR and Communication practitioners
- Those responsible for preparing public relations reports, stakeholder engagement analysis and briefings.
Daily Agenda
Over the duration of this 5-day online course, you will cover the following subject areas:
DAY 1: THE FUNDAMENTALS OF PUBLIC RELATIONS:
- How PR is defined and why it is important to understand the principles
- The role of PR in business and organisations
- Different types of PR: from event management and public affairs to experiential and social media
- Differences between PR, marketing and advertising
- How digital and social media campaigns are impacting PR
DAY 2: CREATING EFFECTIVE PR STRATEGIES AND CAMPAIGNS:
- How to establish your PR goals and objectives
- How to create successful internal communications strategies to gain maximum engagement
- How to identify your external audiences, establish engagement and create personas
- How to use SMART objectives to achieve your PR goals
- How to plan your budgeting, in terms of human and other types of resources, for the best outcomes
- How to effectively evaluate to measure the success of your campaign
DAY 3 - MANAGING THE MEDIA AND PRESS RELEASE WRITING :
- The different types of media - traditional and digital
- Creating your media contact list and building your relationship with journalists
- What makes a good story?
- Writing persuasive and compelling press releases and getting the message right
- Understanding writing style for various publications and audiences
- The building blocks, content, tone, balance and structure: credible headline, lead paragraph, follow-on paragraphs, conclusive paragraph, quotes, notes to editors
- How to make your press release stand out from the crowd and grab attention
- Why material gets rejected and getting the timing right
- The effective use of images and photographs
- Looking at examples of press releases – the good and the bad
- Delivery methods to the press – distribution channels and how and which media agencies
- Developing digital media strategies that produce results for your campaigns
DAY 4: EFFECTIVE BRANDING AND REPUTATION MANAGEMENT STRATEGIES :
- Creating effective strategies to build your product or service into a desirable brand
- The visual elements of the brand and how it shapes our perception
- Exploring the differences between tangible (physical) and intangible (non-physical) elements of branding
- Delving deeper into the intangibles: how they impact the reputation
- Exploring reputation management strategies
- Strategies for positioning your brand to create loyalty and trust
DAY 5: IMPLEMENTING A CSR STRATEGY AND MANAGING RISK AND CRISIS:
- Current perspectives of CSR - setting the scene for current issues
- Social and environmental approaches to CSR
- Ensuring CSR helps build brand equity and enhance trust and values
- Understanding the different types of risk
- The process and benefits of risk management
- The process of issues management
- The impact of social media and exposing your brand to risk
- Crisis communication planning
- The importance of internal communications during a crisis
- Managing the media during a crisis - media and crisis communications during the acute phase of a crisis
Professional certificate & Accreditation
The Fundamentals of Public Relations examines the principles and practice of public relations in the modern media environment using a mixture of presentations, seminars and practicals. It looks at how social media and online campaigns are now an essential part of the PR mix.
Frequently Asked Questions
There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.
You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.
Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.
Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.
It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.
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Course customization available
Course customization available
This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly
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