Level A Courses
The basis level courses present a comprehensive overview of the PR profession. They familiarize with its disciplines and various functions in the overall context of communications. Key objective is to clearly demonstrate what PR can accomplish.
The seminars cover the complete process from the initial definition of communications objectives derived from business goals to the development of a well structured and strategically targeted PR program, including creative tactics.
The distinguishing characteristic of the courses is the comprehensive usage of case studies and practical exercises. Presentations alternate with faculty-led discussions and work in groups. In the end, all participants shall be able to elaborate appropriate solutions for problems that might occur in their jobs.
To allow efficient insight into the wide array of relevant topics, we offer two types of level A courses.
Type A 1 puts emphasis on marketing communications, while type A 2 addresses corporate communications more thoroughly. Since the two types complement one another, it is recommendable to attend both.
The duration of level A 1 and A 2 seminars is 5 days each. The number of participants is limited to 20.
A 1 „Understanding and implementing effective communications“
The seminar is designed for junior PR managers with up to 3 years practice. Other participants should at least have a basic understanding of communication in business and management. Main subject of the course is the role of PR/PR management within an organization as well as its impact on external audiences:
- Why often PR is superior to other communication disciplines.
- Which specifics make PR different from advertising.
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How credibility, understanding and trust are created and transferred into business success.
A major part of the seminar is dedicated to media relations, central element of all PR efforts. Another subject of similar importance is crisis management. Since no single person or organization is safe from the unexpected it is essential for every PR person to know how a crisis develops and which challenges arise for communications.
Content in detail
- The role and power of Public Relations
- PR within the corporation
- Disciplines and best use of tools
- Corporate communications / Marketing communications
- Audience analysis and research (internal / external)
- How to develop a PR plan
- A strategic approach to media relations
- Disciplines and best use of tools
- What is news; making news and how to sell it
- Is a crisis foreseeable? What does preparedness require?
- How to cope with a crisis – the PR manager’s role
- Positioning
- Reputation management
- Stakeholder communications
- Public Affairs
- Financial / Investor relations
- Community relations
- Corporate social responsibility
- Internal communications
- Media training (case studies and live exercises)
- Issues and crisis communications (work on crisis cases)
- Grassroots campaigning, viral marketing (cases and exercises)
- Measurement and Evaluation
Fee: 1600 EURO
A 2 „Improving PR knowledge and skills“
The seminar A 2 builds on A 1. But having participated in the beginners’ seminar is not indispensable. However, applicants should have sufficient basic knowledge of PR. They should be aware of the various communication disciplines and be proficient in the use of PR tools. Ideally, they have at least two years work experience in PR.
The focus of seminar A 2 is on corporate communications, which is a very complex range of duties. The communications needs of a corporation comprise inside and outside activities. Target audiences span top management and employees of the own organization as well as customers, financial analysts and other opinion leaders, neighbours and many more – not least: the media. In a traditional sense corporate communication is the backbone of all PR. Its primary challenge is generating reputation and trust.
Content in detail: Key elements of Seminar A 1 plus intensive pursuit of:
Fee: 1600 EURO