Overview:
In the first phase, you will establish a strong foundation in Public Relations management. You’ll learn the core roles, objectives, and strategies essential to the discipline, including messaging, media relations, and crisis communication. This phase is designed to equip you with the basic tools and insights to craft effective PR campaigns.

Detailed Breakdown:

• Week 1: Introduction to PR Management

  • Core Topics:

    • Roles and responsibilities within PR

    • Key strategies and objectives in managing public perception

  • Learning Outcomes:

    • Understand the scope and impact of PR in both corporate and agency settings

    • Grasp the foundational principles of strategic communication

• Week 2: Messaging and Media Relations Fundamentals

  • Core Topics:

    • Crafting effective messaging for different audiences

    • Building and sustaining media relationships

  • Learning Outcomes:

    • Learn to develop clear, persuasive messages

    • Gain insights into building media contacts and managing press inquiries

• Week 3: Crisis Communication Basics

  • Core Topics:

    • Principles of crisis communication

    • Review of case studies that illustrate effective and ineffective crisis responses

  • Learning Outcomes:

    • Understand how to prepare for and manage communication during a crisis

    • Identify key lessons from real-world crisis situations

• Week 4: Media Training and Presentation Skills

  • Core Topics:

    • Techniques for effective interview preparation and presentation

    • Role‑playing exercises for media interactions

  • Learning Outcomes:

    • Develop confidence in public speaking and media engagement

    • Master strategies for managing live interviews and press events

• Week 5: Building a PR Plan

  • Core Topics:

    • Setting PR objectives, identifying target audiences, and outlining strategic initiatives

  • Learning Outcomes:

    • Learn to create structured and actionable PR plans

    • Understand the importance of aligning objectives with measurable outcomes

• Week 6: Writing for PR & Digital Integration

  • Core Topics:

    • Techniques for writing press releases, media kits, and op‑eds

    • Introduction to digital PR: online reputation management and social media integration

  • Learning Outcomes:

    • Hone your writing skills for various PR deliverables

    • Understand how digital channels complement traditional PR tactics

  • Project Component:

    • Begin drafting a basic PR campaign for a case study, incorporating key messages and media strategies.

Overview:
This phase dives into more sophisticated aspects of PR management, where you’ll refine your skills in crisis planning, integrated communication, and advanced media relations. Emphasis is placed on leveraging analytics, innovative tools, and strategic storytelling to enhance campaign effectiveness.

Detailed Breakdown:

• Week 7: Advanced Crisis Communication

  • Core Topics:

    • Developing comprehensive crisis communication plans

    • Advanced strategies for mitigating and managing crises

  • Learning Outcomes:

    • Create detailed crisis management protocols

    • Learn to adapt and respond swiftly to emerging challenges

• Week 8: Integrated Communication Strategies

  • Core Topics:

    • Aligning PR with broader marketing and communication strategies

    • Ensuring consistency across all channels and touchpoints

  • Learning Outcomes:

    • Develop integrated plans that enhance brand coherence

    • Understand how to synergize PR efforts with digital marketing initiatives

• Week 9: Advanced Media Relations & Outreach

  • Core Topics:

    • Strategies for targeted media outreach and building media databases

    • Techniques for engaging influencers and thought leaders

  • Learning Outcomes:

    • Master advanced tactics for effective media engagement

    • Build and maintain relationships with key industry influencers

• Week 10: PR Measurement & Analytics

  • Core Topics:

    • Advanced methods for tracking media coverage, sentiment analysis, and PR ROI

  • Learning Outcomes:

    • Learn to measure the impact of PR campaigns through analytics

    • Develop reporting skills that quantify success and guide future strategies

• Week 11: Digital Transformation in PR & Storytelling

  • Core Topics:

    • Exploration of modern PR tools and digital innovations

    • Techniques for crafting compelling narratives that resonate with audiences

  • Learning Outcomes:

    • Understand the role of technology in evolving PR practices

    • Enhance your storytelling skills for greater impact in digital and traditional media

• Week 12: Advanced Event Management & Mid‑Project Review

  • Core Topics:

    • Planning high‑impact media events such as press conferences and product launches

    • Review and refine your advanced PR strategies based on feedback

  • Learning Outcomes:

    • Gain practical insights into managing large‑scale PR events

    • Integrate advanced tactics into a cohesive, data‑backed campaign plan

Overview:
In the final phase, you will apply your accumulated knowledge to a comprehensive capstone project. This phase emphasizes hands‑on implementation, real‑time adjustments, and professional presentation of your work, simulating a real‑world PR challenge.

Detailed Breakdown:

• Weeks 13–14: Capstone Planning & Strategy Formulation

  • Core Topics:

    • Define a real or simulated PR challenge

    • Develop a comprehensive strategy, including audience segmentation, messaging, and media outreach

  • Learning Outcomes:

    • Translate advanced theoretical knowledge into a structured and actionable campaign strategy

    • Collaborate in teams to build a robust PR plan that addresses a specific challenge

  • Activities:

    • Strategy workshops, mentor sessions, and collaborative planning sessions

• Weeks 15–16: Campaign Implementation, Optimization & Final Presentation

  • Core Topics:

    • Launch your PR campaign in a controlled environment or simulation

    • Monitor media responses, measure sentiment, and optimize your approach based on live feedback

    • Prepare and deliver a final presentation to an industry panel, complete with comprehensive documentation and ROI analysis

  • Learning Outcomes:

    • Develop practical experience in executing and managing a PR campaign

    • Gained proficiency in adapting strategies in real time based on performance metrics

    • Enhance your presentation skills for professional industry exposure

  • Activities:

    • Live simulation exercises, real‑time data analysis sessions, and final project presentation with Q&A from industry professionals

• Final Capstone Deliverable:

  • A comprehensive case study report detailing your campaign’s strategy, execution, iterative adjustments, final outcomes, and key learnings

  • A professional presentation designed for industry experts, demonstrating your ability to manage and optimize PR initiatives