PR and Media Masterclass for Non-Marketing Professionals
PR and Media Masterclass for Non-Marketing Professionals
Course overview

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
Course Content

Course content

DAY ONE 10 Feb 2019

  • The role of a Product PR Executive from the perspective of the Customer’s Interests
  • PR is not for large corporations only – making use of it for various Business Types
  • Value of PR and Media for Product & Service promotion and sales
  • Global Trends in Public Relations and how to adjust the company’s Marketing Strategy
  • The central Objectives of Product PR and Media Relations for professionals
  • Creating product Image & Identity as the Point of Differentiation

DAY TWO 11 Feb 2019

  • Online and offline PR and Media Channels to Deliver Your Brand Promise
  • Omnichannel strategy – qualified proportional mix method
  • Roles of your Team Members as Communicators between Company and Clients
  • Overcoming communication challenges – top tips from experts
  • Customer Service, Consumers Interests & Public Relations in focus
  • Best examples and results of Building Brands with Consumer Awareness

DAY THREE 12 Feb 2019

  • Product PR and Media – drafting an Action Plan and aligning with existing praxis
  • Step-by-step guide on applying your Action Plan with a Systematic Approach
  • How to measure Product PR & Media Campaign Success and progress to the next stage
  • Role of Technology and Changing Client Expectations in Product PR
  • A brief look into the foreseeable Future of the development of PR and Media
  • Summary and compiling checklists and an executive action plan
What will you gain

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
FAQ for Internal Part of the Courses:


We use the best and latest educational praxis. All of our courses and trainings are designed using our unique Atton LPI Learning Methodology© which guarantees the delivery of extensive knowledge over a short time period with an easy-to-understand approach. All course materials are absolutely unique and are the combination of fundamental and systematic knowledge, practical studies and real-life implementation elements.

We deliver in our 2- and 3-day trainings knowledge and skills which are commonly delivered over a much longer period of time – thus truly saving our participants time and money.

Each course has a comprehensive description and content breakdown, which means you can easily check how a certain training may fit your expectations and requirements.

If your aim is to obtain the most wide-ranging overview in a certain area of expertise, we commonly suggest that you choose one of our popular trainings in the relevant category. The popular trainings cover the widest scope in each area and for this reason they are greatly valued by our participants.

If you need help in choosing the best course for you, please get in touch with our STUDENTS SUPPORT DEPARTMENT.

There are various payment options – cheque, cash, and bank transfer. It is essential to note that the earlier you register, the larger the applicable discount on your admission fee.

For details on the available discounts and special training admission fees, please see the section “Course fees and discounts” on the course page.

Each course participant obtains the Atton Institute Course Completion Certificate, which is protected by means of several authentication elements. Each Atton Course Certificate can be additionally verified by contacting our administrative office or via the special online authenticity check system on our website.

Professional, up-to-date expertise is one of the most powerful elements of success in the modern business and career environment.

Our Courses and Trainings are highly useful for business owners, management and employees at all levels and provide, in a highly effective way, current and solid professional development qualifications and skills combined with practical real-life essentials.

  • Choose your course (feel free to get in touch with us for support).
  • Select the desired date and location of the course.
  • Proceed with course registration (online or via e-mail or phone).
  • Upon registration, you will receive invoice to finalize the registration.
  • Upon payment of the Admission Fee, your course registration is completed.

Each training is repeated a certain number of times over the year, and thus you have the option to choose the most suitable date for you. If you wish to benefit from the option of a course fee discount, be sure to register in advance.

Course Content

Key facts


Course code:


3 days


Course category:


Admission requirements:




Certificate upon successful completion

Course schedule sample one day

09:00 AM  -  10:30 AM  -  First Training Session
10:30 AM  -  10:45 AM  -  Coffee Break
10:45 AM  -  12:15 PM  -  Second Training Session
12:15 PM  -  1:15 PM  -  Networking Lunch
1:15 PM  -  2:45 PM  -  Third Training Session
2:45 PM  -  3:00 PM  -  Coffee Break
3:00 PM  -  4:30 PM  -  Final Training Session
4:30 PM  -  5:00 PM  -  Day Summary and Q&A
Fees & whats included

Fees & what is included

Early bird 65 days before course start date Early bird 40 days before course start date Regular Course Fee
USD 2,790.- USD 2,990.- USD 3,300.-
  • For early registrations special prices apply as outlined above.
  • The regular, special and early bird courses fees include the applicable 5% VAT.
  • Companies - register 2 participants for the same course and date and get one place free.
  • Only one type of discount can be applied to the same course & date registration.
  • For larger corporate clients there are special packages. Contact us for details.

At Atton Institute we do our best to ensure that all our courses and trainings are provided with the highest industry standards, are time efficient and praxis related, and bring the best education results. Our courses have the most up-to date info and secure the excellent course fee to value ratio quality.

Course Fee Includes

  • Extensive Workbook with Course Materials
  • Handouts and other Supporting Materials
  • Practical Examples and Various Case Studies
  • Quick Reference/Top Tips Guide
  • Professional & Experienced Instructor
  • Accelerated and Intensive Learning Techniques
  • Relationship Building within Course
  • Post Course Action Plan
  • Index of Additional Suggested Materials
  • Course Completion Certificate
Free Valet Parking
Coffee Breaks
Free WIFI access

Course certificate

Image for: Atton Institute Certificate

When would you like to start

10 Feb 2019, Dubai, UAE Register Now
01 May 2019, London Register Now
27 Aug 2019, Dubai, UAE Register Now
12 Nov 2019, London Register Now
10 Dec 2019, Dubai, UAE Register Now
Participant insights

Participant insights

The course was highly beneficial for my job and career. This info will clearly give me the great support for my day-to-day tasks.
Muhammed A. (Senior Auditor)Auditing Company, Dubai.
What I have learned in the course was exactly what I was looking for. Highly clear and pragmatic with perfect guidelines on how to use it at my work.
Antony S. (Manager) Drilling Equipment Company, Abu Dhabi.
A very useful course that provided new insights in the customer behavior and definitely would help me with my communications with customers.
Mario A. (Business Owner) Boutique Shops, Dubai.
Great thanks – one of the best courses I have made.
Brian G. (Projects Coordinator) Events Management Company, Ras Al Khaimah.
Exciting and inspiring course. Helped me to see things differently and re-organize our customer service department.
Abbas H. (Company Manager) Project Engineering, Muscat.
Would really suggest the training to any professional who is in charge of customer care.
Jane A. (General Manager) Real Estate Company, Dubai.
The time spent at course was really enjoyable and useful. Easy to understand and I used part of knowledge the next day after training.
Samira K. (Sales Team) Car Rental, Abu Dhabi.
Was the real great overview on what I shall do to improve in the Customer Service in my business.
Syed H. (Company Owner) Data Storage Solutions, Dubai.
The info I received on the course is the surprise for me. Never though of such simple techniques which help to handle difficult customers conversations.
Gabriela H. (Manager) Call Center, Sharjah.
The training I have chosen was very useful and informative with a number of very useful points. Was well explained by the trainer.
Colin G. (General Manager) Safety Equipment, Riyadh.
The program was very explanatory and gave me a lot of points to re-think. Would sure make a difference to my work approach.
Gabriela Y. (Supervisor) Call Center, Kuwait.
Would recommend to my team members to attend the same course. It would positively help me to do my job better.
Udo C. ( Department Head) Heavy Machinery Maintenance, Abu Dhabi.
The time spent at the course was the excellent investment – a lot of useful and practical info. Exactly what I was looking for.
Idul R. (Supervisor Sales) Construction Materials, Umm Al Quwain.
It was great idea to join such training. Would be a definite backing in my career development. Thinking of taking more courses – on other subjects.
Cristina R. (Sales Coordinator) Retail Company, Dubai.
The training was a great mixture of information and practical aspects. The instructor was highly professional and the course was organized the excellent way.
Samaa J. (Projects Manager) IT Solutions, Oman.
I really liked the scope and the style of the training – very friendly, a lot of communication and highly informative.
Stefan L. (Client Relationships) Insurance Company, Doha.
It was a great idea to join such training. All members of our team shall complete it. A lot of new points and useful hints.
Burcu W. (Marketing Head) Corporate Banking, Abu Dhabi.
Was really pleased by the content of the course and qualifications of the instructors. Got a lot of useful points for my business.
Marty Z. (General Manager) Travel Company, Dubai.
Great trainer and perfect information materials. Was really worth to attend. A lot of insights and ideas on how to improve job performance.
Daniel D. (PR Officer) Private Hospital, Muscat.
As we were in the process of restructuring of our call center this training was just perfect for the time. Remarkable and valuable suggestions and solutions.
Joselito B. (Marketing Department) E-commerce, Dubai.
The course was very beneficial and practical for my duties. Handling complicated customers from now on would be easier. Great instructor. Perfect training venue.
Amira Z. (Sales Manager.) Designer Apparel, Abu Dhabi.

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