Key details
Mode of delivery: Classroom-based
Course code: MPR28
Duration: 8 days
Fee: £6,885.00 + VAT
CPD Hours: 48
Course Overview
This course provides a practical foundation in public relations, equipping participants with essential skills and insights to manage communications in today’s fast-paced, media-rich environment. Designed for professionals working in PR, marketing, or broader communication roles, the programme offers a blend of strategic context and hands-on tools to support effective stakeholder engagement, reputation management, and media interaction. The course begins with the fundamentals of public relations—its origins, evolving role, and its relationship to branding and marketing. Participants learn how to identify and segment stakeholders to tailor communication effectively. Building on this foundation, the programme develops core skills in media relations, including how to build credibility with journalists, craft compelling press releases, and prepare for interviews. Participants also explore reputation management, learning how to track public sentiment and strengthen organisational image across digital platforms. A dedicated session on social media strategy provides guidance on platform-specific tactics, influencer collaboration, and the use of analytics to optimise engagement. The first week concludes with a review and action planning session to help participants consolidate their learning and identify immediate next steps for applying new skills in their roles. Whether supporting internal teams or representing an organisation externally, participants will leave with greater clarity, confidence, and capability to deliver professional, effective communication that protects and promotes reputation.
Week 2 covers key aspects of organisational communication and digital presence. It begins with developing platform-specific social media strategies, leveraging influencer and employee advocacy, and utilising social listening and analytics to measure success. The programme then focuses on managing crisis and conflict communication, including early risk detection, response frameworks, and strategies for rebuilding trust after challenges. Finally, it explores the critical role of internal communications in shaping culture and engagement, highlighting effective leadership messaging, feedback mechanisms, and tools to ensure organisational alignment and a cohesive work environment.
Agenda
Day — 1 The Essence of Public Relations
- Origins, evolution, and core purpose of public relations
- Distinctions between PR, marketing, branding, and advertising
- Internal and external communication strategy foundations
Day — 2 Stakeholder Strategy and Influence Mapping
- Stakeholder identification,
- Segmentation and prioritisation
- Channel and message alignment
Day — 3 Media Relations and Core Messaging
- Building trust-based relationships with media professionals
- Press release writing, pitching techniques, and media targeting
- Interview preparation, briefing, and messaging
Day — 4 Reputation Management and Digital Presence
- Drivers of corporate reputation
- Reputation tracking
- Reputation building
Day — 5 Weekly Review
- Summary and recap of key learning objectives
- Action Planning
Day — 6 Social Media Strategy and Digital Influence
- Platform-specific strategy, trends, and audience behaviour
- Influencer engagement and employee advocacy
- Social listening, analytics, and performance insights
Day — 7 Crisis and Conflict Communication
- Crisis detection, risk indicators, and scenario planning
- Crisis response frameworks and communication protocols
- Conflict resolution, recovery, and trust rebuilding
Day — 8 Internal Communications and Organisational Alignment
- Role of internal communication in culture and engagement
- Leadership messaging, feedback loops, and employee voice
- Tools, rhythms, and channels for internal alignment
Course Review
- Summary and recap of key learning objectives
- Action Planning
Post-Course
- Five (5) x hour-long Executive Coaching sessions at monthly intervals following Course Completion
Target Audience
This course is suitable for:
- CEO and Managing Directors, Senior Executives, Heads of Departments, and Strategic Leaders.
- PR Managers, Corporate Communication Managers, Media Relations Specialists, and Internal Communications Managers.
- Digital Marketing Managers, Content Strategists, Brand Managers, and Social Media Managers.
- Stakeholder Relationship Managers, Customer Relations Managers, and Community Engagement Officers.
- Crisis Response Coordinators, Risk & Reputation Managers, and Business Continuity Planners.
- HR Directors, Employee Engagement Specialists, and Culture & Change Managers.
- Industry Influencers, Public Speakers, Senior Consultants, and Advisory Practitioners.
- Content Writers, Editors, and Media Outreach Specialists.
- Digital Transformation Managers, Data Analysts, and Technology Leaders.
- Corporate Governance & Compliance Managers, Legal Advisors.
Learning Outcomes
By the end of this course, you will be able to implement a successful strategy that enables you to:
- Understand the origins, evolution, and core purpose of public relations.
- Differentiate between PR, marketing, branding, and advertising.
- Comprehend the foundations of effective internal and external communication strategies.
- Identify and segment key stakeholders, assessing their influence and importance.
- prioritise stakeholders to focus communication efforts effectively.
- Align communication channels and messages to maximise impact and clarity.
- Build trust-based relationships with media professionals to enhance organisational reputation.
- Write compelling press releases, develop effective pitching techniques, and target the right media outlets.
- Prepare for interviews with strong messaging, briefing, and presentation skills.
- recognise the key drivers that influence and protect the organisation’s corporate reputation.
- Track and monitor the organisation’s reputation across various platforms and channels.
- Develop strategies to enhance and build a positive, long-lasting organisational reputation.
- Understand platform-specific strategies, current trends, and audience behaviour to optimise social media presence.
- Develop skills in engaging influencers and leveraging employee advocacy to expand reach and credibility.
- Use social listening, analytics, and performance metrics to evaluate and improve social media campaigns.
- Identify early warning signs through scenario planning and risk indicators for effective crisis detection.
- Apply established crisis response frameworks and communication protocols to manage and mitigate crises.
- Implement conflict resolution strategies, support recovery efforts, and rebuild trust after challenging situations.
- recognise the role of internal communication in shaping organisational culture and boosting employee engagement.
- Use leadership messaging, feedback loops, and amplify employee voices to strengthen internal communication.
- Employ tools, consistent rhythms, and communication channels to ensure internal alignment across teams.
Course dates
Jan 19, 2026 - Jan 28, 2026
May 18, 2026 - May 28, 2026
Sep 21, 2026 - Sep 30, 2026
