Public Relations Training

Lesson 1 • Ethics and Professional Standards

Establishes the ethical obligations and professional codes governing PR practice. Sets the moral baseline for all skills taught in later chapters.

Lesson 2 • Defining Public Relations

Establishes a precise, professional definition of PR and its core functions. Grounds all subsequent learning in a shared conceptual framework.

Lesson 3 • History and Evolution of PR

Traces PR from early press agentry to modern strategic communication. Contextualises current practices within historical turning points.

Lesson 4 • PR Models and Theories

Introduces dominant theoretical models that explain how PR communication works. Provides analytical tools used throughout the course.

Lesson 1 • Situation Analysis and Research

Teaches environmental scanning and research methods that inform PR strategy. Connects accurate diagnosis to effective planning outcomes.

Lesson 2 • Setting Goals and Objectives

Distinguishes broad PR goals from measurable objectives using the SMART framework. Ensures plans are accountable and evaluation-ready from the start.

Lesson 3 • Campaign Timeline and Workflow

Structures PR campaigns using project management tools and milestone planning. Ensures students can deliver campaigns on schedule and within scope.

Lesson 4 • Strategy vs. Tactics

Clarifies the distinction between strategic direction and tactical execution in PR planning. Prevents common planning errors caused by confusing the two levels.

Lesson 5 • Audience Targeting and Segmentation

Applies stakeholder knowledge to select and prioritise target audiences for each campaign. Bridges foundational theory to tactical message delivery.

Lesson 1 • Pitches and Story Angles

Develops the skill of identifying newsworthy angles and writing persuasive media pitches. Directly supports media relations work covered in the next chapter.

Lesson 2 • Press Releases and Media Advisories

Teaches the structure, style, and distribution logic of press releases and media advisories. These are the most frequently used PR writing formats in professional practice.

Lesson 3 • Digital and Social PR Writing

Adapts PR writing principles to social media, blogs, and online newsrooms. Ensures students can produce content optimised for digital distribution and engagement.

Lesson 4 • Speeches and Talking Points

Covers writing structured speeches and concise talking points for executives and spokespeople. Prepares students to support leadership communication across contexts.

Lesson 1 • Press Conferences and Media Events

Covers planning and executing press conferences, media briefings, and product launches. Prepares students to manage high-stakes media interactions in real time.

Lesson 2 • Monitoring and Tracking Coverage

Introduces tools and methods for tracking earned media coverage and measuring reach. Links outreach activity to measurable results for reporting purposes.

Lesson 3 • Pitching and Securing Coverage

Applies pitch writing skills to live outreach, including timing, follow-up, and exclusives. Connects writing competency to real media placement outcomes.

Lesson 4 • Understanding the Media Landscape

Maps the current media ecosystem including print, broadcast, digital, and trade outlets. Enables students to select the right media targets for each campaign.

Lesson 1 • Spokesperson Training Basics

Prepares students to coach and support organisational spokespeople during a crisis. Effective spokesperson performance directly reduces reputational harm.

Lesson 2 • Crisis Types and Risk Assessment

Categorises organisational crises and teaches proactive risk identification methods. Establishes the mindset that crisis preparation begins before any incident occurs.

Lesson 3 • Building a Crisis Communication Plan

Guides students through creating a documented crisis communication plan with clear protocols. A written plan is the primary deliverable of this section.

Lesson 4 • Post-Crisis Recovery and Learning

Addresses reputation rebuilding and organisational learning after a crisis resolves. Ensures students can guide organisations from damage control to restored trust.

Lesson 1 • Digital PR Ecosystem Overview

Maps the digital channels relevant to PR including social, search, and owned media. Provides the structural context for all digital tactics taught in this chapter.

Lesson 2 • Influencer and Creator Relations

Extends media relations principles to influencers, bloggers, and content creators. Teaches identification, outreach, and partnership management in the creator economy.

Lesson 3 • Online Reputation Management

Covers monitoring, protecting, and improving an organisation's digital reputation. Directly applies crisis and media skills to the always-on digital environment.

Lesson 4 • Content Strategy for PR

Teaches how to plan, create, and distribute content that earns attention and builds authority. Content strategy is the engine driving digital PR outcomes.

Lesson 1 • Quantitative Research Methods

Covers surveys, content analysis, and media metrics as tools for quantitative PR evaluation. Provides the technical skills needed to collect and interpret numerical data.

Lesson 2 • Qualitative Research Methods

Teaches focus groups, interviews, and ethnographic observation as qualitative PR tools. Balances quantitative data with deeper audience insight and narrative evidence.

Lesson 3 • Outputs, Outtakes, and Outcomes

Introduces the three-level measurement hierarchy that structures professional PR evaluation. Ensures students measure what actually matters to organisational leadership.

Lesson 4 • Reporting and Presenting Results

Develops the ability to translate measurement data into compelling reports for diverse audiences. Effective reporting converts PR evidence into organisational decision-making.

Lesson 1 • Integrated Communication Strategy

Unifies PR, marketing, and internal communication into a single coherent strategy. Prepares students to lead cross-functional communication at the organisational level.

Lesson 2 • PR Leadership and Agency Management

Develops the leadership, client management, and team-building skills of senior PR professionals. Bridges technical PR expertise with organisational and managerial competence.

Lesson 3 • Corporate Reputation Management

Addresses long-term reputation strategy beyond individual campaigns or crises. Teaches students to manage reputation as a strategic organisational asset.

Lesson 4 • Global and Multicultural PR

Prepares students to adapt PR strategy for diverse cultural and international contexts. Addresses the complexity of managing reputation across multiple markets simultaneously.