Professional PR Certificate

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Professional PR Certificate

The Professional PR Certificate will give you a detailed introduction to PR and enable you to develop the knowledge and skills to progress in a career in PR.

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  • COURSE TYPE Practitioner
  • DURATION 4 days


Learn about PR planning principles, media relations techniques and the impact of social media on PR practice. You’ll master the art of writing for different channels too – from press releases to blogs and tweets.


Upon completing the course, participants will be awarded Strategic Axis certificate endorsed by CIPR – Chartered Institute of Public Relations, UK.



Module 1: PR in Context: Research and Planning

Explain how PR is positioned in a societal context

Explain the organizational context of PR (internal relationships, types of PR, contribution to objectives)

Explain, and distinguish between, areas of practice within corporate communications, internal communication, investor relations, public affairs, and marketing communications;

Identify the goals of the organization and describe how PR can support those goals

Identify issues and, if appropriate, suggest how they might be managed

Research to inform and apply PR management plans

Describe and differentiate stakeholders, influencers, publics and communities

Select and implement suitable PR planning models and practical tools (project planning, campaigning, budgets, and resources)

Set communication objectives, measurement targets, outcomes and other performance metrics (for example SMART objective setting).

Module 2: Content, Media and Engagement

Apply fundamental concepts and related methods: raising awareness, persuasion, influencing, dialogue and listening, the power of relationships, relationship building and managing reputation

Apply knowledge of media relations; channels and channel management

Explain the dynamic role of social media in public relations

Demonstrate sensitivity to contextual, cross-cultural and diversity issues in content curation

Generate new, creative and fresh ideas for content

Understand the value of the power and relevance of storytelling

Demonstrate capabilities in writing strategies and in repackaging content for different channels

Demonstrate abilities in content curation; social media campaign methodologies; and search engine optimisation

In the context of online and social media activity, interpret data to inform tactics

Module 3: Measurement, evaluation and professional ethics

Select best practice tools to manage PR activities

Describe the consultancy/client relationship

Apply best practice in monitoring, risk assessment and measurement of PR and communication activities

Determine how far PR goals and objectives are met and the extent to which results and outcomes have been achieved

Assess the impact of communication objectives on organizational goals

Discuss professionalism in a public relations context

Apply critical ethical principles for decision-making and identify barriers to ethical practice in public relations

Explain relevant legal and regulatory requirements that impact on PR practice (copyright, privacy, and contract), and follow organizational governance policies and procedures

Explain the implications of the CIPR Code of Conduct for professional practice

Reflect on own professional training and personal development

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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