Mastering Public Relations: Build, Protect & Grow Your Brand
Public Relations today goes far beyond just managing an image—it’s about building trust, credibility, and meaningful relationships with your audience. This comprehensive PR course is designed to give you the tools, strategies, and confidence to create impactful campaigns, handle media effectively, and navigate opportunities and crises like a pro.
Through a blend of real-world case studies, actionable techniques, and the latest AI-powered tools, you’ll learn to craft stories that influence, not just sell. Whether you’re pitching to journalists, scanning news for opportunities, or using digital platforms to amplify your message, this course will equip you with industry-ready skills to stand out in the fast-paced world of PR.
What You’ll Learn
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The fundamentals of PR, media landscapes, and journalist relations.
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How to scan news, research trends, and track competitors effectively.
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Writing and structuring compelling press releases, pitches, and brand messages.
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Using AI to create smarter, faster, and more personalized PR strategies.
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Techniques for influencing audiences without sounding “salesy.”
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Leveraging social media and digital PR for greater reach.
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Measuring campaign success, sentiment, and ROI.
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Building trust-driven relationships with clients and journalists.
Who Should Enrol
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Students and fresh graduates exploring PR as a career.
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Marketing and communication professionals.
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Entrepreneurs and small business owners.
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Anyone looking to improve brand visibility, credibility, and trust.
Curriculum
- 6 Sections
- 7 Lessons
- 6 Hours
- Module 1- NEWS SCAN & RESEARCHIn Public Relations, timing and relevance are everything. This module teaches you how to scan news, monitor trends, and research industry developments to create impactful PR opportunities. You’ll learn to identify potential crises before they escalate, spot trending topics that align with your brand, monitor competitors’ campaigns, and understand journalists’ beats for more targeted pitching.2
- Module 2- Master the Lingo: Essential Technical Terms in Public RelationsIn this module, you’ll explore the essential technical terms every PR professional must master to communicate with confidence and credibility. From understanding the language of pitching—like angles, CTAs, and target lists—to crafting impactful written content with press releases, boilerplates, and compelling headlines, you’ll learn how to create messages that get noticed.1
- Module 3- Influence Not SellThis course helps PR professionals shift from pushy selling to authentic influencing that builds trust, emotional connection, and lasting brand impact. You’ll learn how to tell powerful stories, craft journalist-focused pitches, and spark meaningful conversations that go beyond product promotion. Through real examples from brands like Nike and Dove, you’ll discover how to create campaigns that inspire loyalty, shape perceptions, and keep your value alive long after the headlines fade.1
- Module 4- Leveraging AI to Transform Modern Public RelationsThis course by SkillUp reveals how Artificial Intelligence is transforming Public Relations into a faster, smarter, and more impactful field. You’ll learn to integrate AI tools like ChatGPT, Gemini, Claude, and Prowly into your PR workflow — from writing press releases and crafting personalised journalist pitches to media monitoring, meeting transcriptions, campaign analysis, and report creation. Through real-world examples and practical prompting techniques, you’ll discover how to save hours on repetitive tasks, boost creativity, and build stronger media relationships. Designed for PR professionals and learners alike, this program blends tech adoption with the irreplaceable human touch, giving you the skills to stay ahead in the evolving PR landscape.1
- Module 5 - PitchingIn this module, you’ll master the art of pitching and professional PR communication. You’ll learn how to communicate with clarity, match your audience’s tone, and actively listen to build trust. We’ll explore how to craft compelling pitches that start with a hook, highlight value, and end with a clear call-to-action. You’ll also get hands-on guidance in writing press releases, short and personalised WhatsApp/LinkedIn messages, and professional emails with concise, impactful structure. Alongside writing skills, you’ll understand the tools, research techniques, and confident, adaptable mindset required to connect effectively with media and achieve your PR goals.1
- Module 6 - How To Write Compelling Messages for Email, Linkedin and WhatsappIn today’s fast-paced world, you have just 8 seconds to make a lasting impression—whether it’s on LinkedIn, email, or WhatsApp. This session teaches you how to craft clear, compelling, and platform-specific messages that turn attention into action. You’ll discover how to write professional yet personal emails that build trust, conversational LinkedIn messages that spark genuine connections, and short, respectful WhatsApp texts that get responses. From structuring your hook to delivering value and ending with a strong call-to-action, you’ll master the techniques that make your communication impossible to ignore.1
