PR Management Course

Lesson 1 • Core PR Models and Theories

Introduces foundational models that guide PR strategy and decision-making. Connects theory to practical campaign choices.

Lesson 2 • History and Evolution of PR

Traces PR from early press agentry to modern strategic communication. Provides context for why current practices exist.

Lesson 3 • Defining Public Relations Today

Clarifies what PR is, what it is not, and why it matters to organisations. Establishes shared vocabulary used throughout the course.

Lesson 1 • Audience Research Methods

Introduces qualitative and quantitative research techniques for understanding audiences. Connects research outputs to message development.

Lesson 2 • Stakeholder Identification and Mapping

Teaches systematic methods for identifying all parties affected by an organisation. Produces a stakeholder map used in later strategy work.

Lesson 3 • Audience Segmentation Strategies

Covers how to divide broad audiences into actionable segments for targeted outreach. Enables precise message matching in campaign planning.

Lesson 1 • Setting SMART PR Objectives

Teaches how to translate organisational goals into measurable PR objectives. Ensures every campaign element ties back to defined outcomes.

Lesson 2 • Budgeting and Resource Allocation

Introduces methods for estimating costs, allocating resources, and justifying PR spend. Prepares students for real-world budget constraints.

Lesson 3 • Campaign Timeline and Workflow Planning

Teaches how to build realistic timelines, assign responsibilities, and manage dependencies. Produces an actionable campaign roadmap.

Lesson 4 • Situational Analysis Techniques

Applies SWOT, PEST, and competitive analysis to assess the PR environment. Feeds directly into objective and strategy formulation.

Lesson 1 • Adapting Messages Across Audiences

Teaches how to tailor tone, language, and emphasis for different stakeholder groups. Reinforces audience segmentation skills from Chapter 2.

Lesson 2 • Storytelling Techniques for PR

Applies narrative structure and emotional resonance to PR content creation. Elevates factual information into memorable stories.

Lesson 3 • Core Message Architecture

Explains how to build a message hierarchy with a central theme and supporting points. Ensures consistency across all campaign materials.

Lesson 1 • Understanding the Media Landscape

Maps print, broadcast, digital, and trade media ecosystems and their audiences. Informs outlet selection in outreach planning.

Lesson 2 • Pitching Stories Effectively

Teaches the art of crafting and delivering compelling story pitches to journalists. Directly applies message development skills to media outreach.

Lesson 3 • Press Conferences and Media Events

Covers planning and executing press conferences, briefings, and media tours. Prepares students to manage live media interactions.

Lesson 4 • Measuring Earned Media Impact

Introduces metrics for evaluating media coverage quality, reach, and sentiment. Connects media results to campaign objectives set in Chapter 3.

Lesson 1 • Content Creation for Digital PR

Covers formats including video, infographics, podcasts, and long-form content for PR. Reinforces storytelling skills in digital-native formats.

Lesson 2 • Digital PR Ecosystem Overview

Maps owned, earned, and paid digital channels and their roles in PR strategy. Establishes the framework for all digital tactics covered in this chapter.

Lesson 3 • Social Media Channel Strategy

Covers platform selection, content planning, and community management for PR goals. Builds on audience segmentation to match platforms to publics.

Lesson 4 • Influencer and Creator Partnerships

Teaches how to identify, vet, and collaborate with influencers to extend PR reach. Applies earned media principles to digital creator relationships.

Lesson 1 • Crisis Types and Risk Assessment

Categorises crisis types and teaches proactive risk scanning to anticipate threats. Builds the foundation for all crisis planning activities.

Lesson 2 • Post-Crisis Recovery and Reputation Repair

Covers strategies for rebuilding trust and restoring reputation after a crisis ends. Connects recovery actions to long-term stakeholder relationship goals.

Lesson 3 • Building a Crisis Communication Plan

Covers the components of a crisis communication plan and how to develop one. Produces a ready-to-deploy document students can adapt for real use.

Lesson 4 • Responding in the First 24 Hours

Teaches the critical actions and communications required in the immediate crisis window. Applies planning skills to high-pressure real-time scenarios.

Lesson 1 • Measurement Frameworks and Standards

Introduces globally recognised PR measurement standards and their practical application. Establishes a consistent evaluation approach for all campaign types.

Lesson 2 • Building and Presenting PR Reports

Covers report structure, data visualisation, and executive presentation techniques. Produces polished reports students can use immediately in professional settings.

Lesson 3 • Demonstrating Business Impact

Shows how to link PR outcomes to revenue, reputation scores, and organisational goals. Equips students to make the business case for PR investment.

Lesson 4 • Quantitative Measurement Methods

Covers surveys, media monitoring data, web analytics, and social metrics for PR. Builds numerical literacy needed to defend PR investments.