How to Become a PR Manager: Getting to Know the Profession

Learn PR Principles and Techniques for a Successful Start in a New Profession


What you will get:

Learn the essential functions of PR
Examine the working methods of a PR manager
Understand how external and internal PR works
Learn how to maintain the effectiveness of PR in the face of uncertainty
Understand the importance of a good reputation and how to build a brand identity

About this course

Public relations is essential whether you work in business, media, politics, or non-profit. Although PR is not a new tool, its mechanics always evolve, and its influence is expanding. The increasing importance of PR is because business is increasingly dependent on society, its actions, perceptions, and preferences. Therefore, the profession of a PR manager is one of the most promising in the labor market. If you are interested in this field and want to try yourself in a new role, our course is what you need! You'll learn the responsibilities and functions of a PR manager and what this profession entails. You will learn who PR works for, the stakeholders, and how internal and external PR works. It will help you understand how PR managers can maintain a company's good reputation. You'll also get recommendations for building a brand identity.

During the course, you will understand how to appropriately interact with the media, build social network communication, and work with influencers. You will learn the specifics of conducting PR events. You will find the answer: " How do you work as a PR specialist in crisis conditions?" The course has a bonus lesson in which you will consider anti-crisis cases of different companies.

During the training, you will receive practical PR tools that you can immediately apply at your current job or quickly start in a new field!

Skills you will get:
  • Storytelling
  • Attention management
  • Creativity

Course structure

Lesson 1. Principles and Methods of PR

18:56 min
1 quiz
1 case

As in any field, the work of PR specialists is based on certain principles and functions. The purpose of this lesson is to introduce you to the profession of PR management, teach you about its primary responsibilities, and explain its methods and principles.

In addition, you will learn what qualities will help you become an excellent PR specialist.

Lesson 2. Who does PR work for?

8:13 min
1 quiz
1 case

PR activities are always aimed at someone. The connections between companies, consumers, and individuals in the marketplace aren't always obvious, and relationships aren't always straightforward. The concept of stakeholders, which you will learn in this lesson, will help you maintain PR effectiveness in uncertain times. You will also explore the features of internal and external PR.

In the additional materials, you will find a matrix of stakeholder interests, which will help group stakeholders by "interests and influence" and determine their involvement level.

Lesson 3. Brand Image and Identity

8:11 min
1 quiz
1 case

Creating and maintaining the company's image is one of the most important tasks of a PR specialist. Many studies show that a company's reputation and brand affect customer loyalty and dedication. In this lesson, you'll learn how to build a brand identity and maintain the results you've achieved. The additional materials include an example of a reputation management strategy and questions for analyzing brand identity from a comparative perspective.

Lesson 4. Interaction with the media

10:50 min
1 quiz
1 case

Working with the media has a special place in PR. The fact is that the media has a strong influence on public sentiment. Consequently, a competent PR specialist always establishes relationships with different media. In this lesson, you will learn how to do it correctly. In the supplemental materials, you will learn how to send material to the media to be accepted. You will be able to learn four essential principles of PR promotion in the B2B market: conduct open activities on social networks, remember the importance of communication with customers after signing a cooperation agreement, use storytelling instead of direct advertising, and actively engage the media.

Lesson 5. Social Media Communications

13:08 min
1 quiz
1 case

According to a worldwide Digital study, finding information is the top reason people go online, with nearly two-thirds of internet users saying it's one of their top motivations. At the same time, 45% of people say they turn to social media at least once a month to find out about products or services they intend to purchase. Given this data, it is easy to see how important it is for PR specialists to be able to work on social networks. In this lesson, you'll learn how to properly analyze social media mentions and get recommendations to help you work with influencers. In the additional materials, you will find research and reports on the media market useful to all PR professionals.

Lesson 6. Events in PR

9:54 min
1 quiz
1 case

When planning a PR campaign — whether on social media, in the media, or at an event — it is essential to plan it well and calculate the budget. You'll learn about it in this lesson. Additionally, you will receive a memo describing the formats of PR events.

Lesson 7. Anti-crisis PR

10:05 min
1 quiz
1 case

No matter how well all the company processes are debugged, any business faces critical situations sooner or later. A competent anti-crisis PR team can solve any problem, regardless of its nature. In this lesson, you will learn the specifics of the work of a PR manager during crises. You will find out what crises can arise in the company. We will also discuss the typical mistakes PR departments can make during crises. In the additional materials, you will find a checklist with recommendations for overcoming the PR crisis.

Lesson 8. Bonus: Anti-Crisis Cases

8:43 min

The crisis is not the end. It can affect the company and divide the business history into "before the crisis" and "after the crisis,” but the consequences will not necessarily have a negative connotation. In this lesson, you will study several cases of well-known companies that will give you a different perspective on the crisis and the opportunity to learn from other people's mistakes.