Key details
Mode of delivery: Classroom-based
Course code: MPR29
Duration: 10 days
Fee: £8,325.00 + VAT
CPD Hours: 60
Course Overview
This course is designed for PR, communication, and marketing professionals — as well as anyone in a role that involves shaping messages, managing reputation, or engaging stakeholders. Focused on the practical execution of public relations, the programme equips participants with the tools, frameworks, and confidence to deliver communication that is clear, consistent, and strategically aligned. In Week 1, participants build a strong foundation in the core principles of public relations. The week begins with the origins and evolution of PR and how it integrates with marketing, branding, and organisational strategy. Participants learn to identify and segment stakeholders, align messaging with audience needs, and use the right communication channels for different objectives. Hands-on sessions in media relations and messaging equip participants to write press releases, pitch to media outlets, and prepare spokespeople for interviews. The week concludes with a focus on reputation management and digital presence, providing practical tools to monitor sentiment, manage perception, and strengthen brand image across online platforms.
Week 2 shifts the focus to advanced and strategic communication challenges. Participants explore how to manage crisis and conflict situations through proactive planning and responsive communication. A session on internal communications highlights how messaging can drive culture, engagement, and organisational alignment. Participants also learn how to support executive visibility and thought leadership through content creation and strategic positioning. The course further explores how to integrate CSR into public relations and generate impactful publicity through partnerships and creative campaigns. Each topic blends strategy with practical application to ensure immediate relevance to participants’ roles. The programme concludes with an action planning session, supporting participants to consolidate their learning and define next steps for implementation. Whether working in-house or agency-side, participants will leave with enhanced confidence and capability to deliver public relations that is strategic, credible, and results-oriented.
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
Day—9 Thought Leadership and Executive Visibility
- Thought leadership positioning and narrative development
- Signature content creation across owned and earned media
- Executive visibility through speaking, publishing, and PR
Day—10 Course Review
- Summary and recap of key learning objectives
- Action Planning
Post-Course
- Six (6) x hour-long Executive Coaching sessions at monthly intervals following Course Completion
Target Audience
This PR 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 PR 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.
- Position the organisation as a thought leader by developing compelling narratives and expertise in key areas.
- Create signature content tailored for owned and earned media to enhance brand authority and visibility.
- Enhance executive visibility through speaking engagements, publishing articles, and managing public relations efforts.
Course dates
19th January - 30th January
18th May - 29th May
21st September - 2nd October