Certificate in PR and Media Masterclass for Non-Marketing Professionals (CPD) In-House Training Course

Course overview

Public relations efforts are aimed at presenting a company or a non-commercial entity to the general public and have a crucial impact on its image and positioning. Modern methods, tools and channels have greatly increased ability to reach a wide-ranging audience. PR is truly universal and is advantageous for both large and small businesses. Skills in this area are in high demand for the valuable expertise they provide, thus it has become vital to learn Media and PR essentials even for non-marketing professionals

This Atton Institute course presents the key aspects of public relations along with the strategies that allow participants to increase their efficiency for you and your team. This course is focused on developing crucial skills and competencies in order to act effectively in today’s organisational environment. Competent public relations and media campaigns drive strategic organisational changes, build public opinion and improve the company’s reputation. Well-planned and executed campaigns serve as cost-effective marketing channels and are a valuable method of increasing the entire value and standing of an organisation.

Besides the fundamental skills mentioned above, course attendees study:

• Vital online and offline PR and Media channels for various companies
• How to stand out from the competition with PR and Customer Experience
• How to apply the best praxis for implementing changes that work
• Best measurements to analyze results and make improvements
• Role of technology in the changing landscape of PR and Media

Who Should Attend

• PR Managers and PR Executives at the start of the career
• Public Relations Managers
• Everyone who wants to pursue a career in PR
• Specialists who contact and interact with internal/external public
• Learners who want to understand how PR works
• Everyone who is new to PR and wants to make a successful career start

What will you gain

Upon completion of this course, participants are able to:

• Maximize company’s media strength and use accessible media advantages
• Understand when and how to use PR strategies to manage reputation
• Implement effective online PR options and manage digital media
• Acquire and master essential Media and PR skills via highly practical methodologies
• Guarantee that key PR and Media messages are communicated effectively
• Promote products or services without being too promotional
• Target digital and print media and win their support for positive exposure
• Possess key PR skills in all types of communication and editorial techniques
• Prepare, present and deliver effective presentations and data to the public
• Increase your results in PR and Media by implementing the latest technologies
• Build strategic PR campaigns with attention to the latest applicable praxis

Course content

• General View on Product PR From the Perspective of Customer's Interests
  • Definition of types of PR and closer look on the Product PR and Media relations
  • The role of Product PR and Media Relations for product placement & promotion
  • Unwelcomed challenges and risks due to absent or uncertain PR and Media plan
  • PR is not for large corporations only – making use of it by various business types
• Recognizing the Value of PR And Media for Product & Service Promotion and Sales
  • Why do we need Product PR? Evaluation of the main areas of application
  • Global trends in Public Relations and how to adjust to it
  • Product PR role in the overall company marketing strategy
• The Central Objectives of Product PR and Media Relations
  • Main objectives and why do we actually need keep it in sight
  • Creating product image & identity as the point of differentiation
  • Focus on company's reputation – the value you cannot buy for money
• Online and Offline PR and Media Channels to Deliver the Promise of Your Brand
  • Online and digital component – upward trend of its importance and impact
  • Distinct online channels – web sites, social media, blogging, online community building, etc.
  • Offline channels – offline adds, press conferences and events, sales & distribution channels, etc.
  • Omnichannel strategy – qualified proportional mix method
• Making Yourself and Others Equipped – There Is Only One Chance to Make Good Impression
  • Roles of your team members as communicators between company and customers
  • Importance of your shaping of your entire team skills in communication
  • Effective dialogue – applying two-way communication mechanism
• Customer Service, Consumers Interests & Public Relations
  • Customers Service as part of your PR - stand out of the competition
  • Product PR and Media – understanding how customers see and evaluate it
  • Aligning PR with customers’ interests being in focus
  • Increase the credibility - show your commitment to your audience
  • Best examples and results of building brands with consumer awareness
• Product PR and Media – in Praxis
  • Analyzing your role and changes you can apply for instant and long terms outcome
  • Putting together your action plan and its harmonization with the existing praxis
  • Defining tactics and channels. Step-by-step guide on what you need to do
  • Applying your action plan with the systematic approach
• How to Measure Success of Product PR & Media Campaign
  • Results are coming! But when?
  • Analyzing and understanding the worth of your efforts
  • Measuring the results to develop and apply next actions
• Contemporary and Future trends in Product PR
  • Role of technologies and changing customers’ expectations in the Product PR landscape
  • Dropping influence of standard paid sources vs increase of consumers generated content
  • Short look into the thinkable future of the development of PR and Media
• Summarizing and Final Words