PR Principles
- Level(s) of Study: Short course
- Course Fee:
£195
- Start Date(s): 27 June 2025
- Duration: Friday 10 am - 4 pm, one day
- Study Mode(s): Part-time
- Campus: City Campus
- Entry Requirements: More information
Introduction:
Course dates:
27 June 2025, Friday 10 am - 4 pm
In today's media-driven world the ability to manage public perception and communicate effectively is crucial for any organisation.
PR Principles is designed to equip you with the foundational skills and strategies necessary to excel in the field of public relations.
On this course you’ll consider and manage how you are represented in the media (both online and in printed material), how you are perceived by your stakeholders and the wider public and develop your understanding behind the theory of PR and that how fits in with your marketing plans.
You’ll discover how to structure a basic PR campaign and identify PR tactics available for you to implement.
You’ll also prepare for responding to unwanted stories, understand how to run a successful press conference and complete media training so that you can be an effective spokesperson for any organisation.
This course is ideal for business owners, managers, marketing professionals and anyone that needs to understand how you and your business are perceived.
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You’ll be part of a community that promotes discussion and collaboration, and encourages experimentation and the constant swapping of ideas. -
With a limited class size you'll have the one-to-one attention you need to ensure you leave with the skills to continue developing your designs at home or work. -
Benefit from learning with an experienced tutor who has established links to the profession and significant experience working in varied practices. -
On successful completion of the course, you will receive a digital certificate of attendance and a digital badge.
What you’ll study
During this course you will learn how to manage your representation in both online and printed media, ensuring a positive image among stakeholders and the wider public.
You will develop a deep understanding of PR theory and how it fits seamlessly with your broader marketing plans.
You will discover how to structure and implement basic PR campaigns, utilising a variety of effective PR tactics.
You will understand how to create powerful copywriting, structure newsworthy stories, and creatively sell them to editors and learn the importance of targeting and evaluating PR campaigns to ensure their effectiveness, mastering the practical elements of contacting journalists and engaging editors to maximize media coverage.
To further enhance your PR skills, you will explore the evolving landscape of digital PR, including strategies for effective social media engagement and online reputation management and gain insights into organising and promoting events as part of your PR strategy, ensuring successful media coverage and public engagement.
You will also understand the tools and techniques for measuring the impact of your PR campaigns, using advanced metrics and analytics to refine your strategies.
During this course, you will:
- understand how to create powerful copywriting
- structure and write a story that is newsworthy
- learn how to creatively sell your story to editors
- determine what a PR campaign is and the importance of targeting and evaluation
- structure your own PR campaign and look at what an effective campaign includes
- look at the practical elements of how to contact a journalist and engage editors
- consider how to develop your own crisis management plan for unwanted stories.
Taking this course will equip you with the essential PR skills and knowledge needed to excel in various roles such as PR specialist, media relations manager, corporate communications director, and other strategic communication positions.
On successful completion of the course you will receive a certificate of attendance, which will further enhance your CV.
By the end of this course:
By the end of this course, you will have structured and written a compelling story for the press and gained a clear understanding of how to pitch your story to editors.
You will have built the confidence to serve as a spokesperson for your organisation and learned how to effectively handle unwanted stories and manage media crises.
You will have developed strategies for leveraging digital PR and social media, acquired skills for successful influencer collaborations, planned and promoted engaging events as part of your PR efforts, and utilised PR metrics to measure and improve campaign effectiveness.
You will engage in practical exercises and writing techniques to boost your PR confidence. You will participate in supportive and creative classroom discussions and critiques. You will gain hands-on experience structuring and writing a press story and developing a comprehensive crisis management plan.
You will conduct simulated press conferences to practice your spokesperson skills and work on case studies to analyse successful and unsuccessful PR campaigns. Additionally, you will collaborate on group projects to design and present a complete PR strategy.
How you’re taught
You’ll be introduced to the theory and practice of PR through seminars and practical tasks.
Careers and employability
Certificate of attendance and digital badge
Upon successful completion of the course, you will receive a digital certificate of attendance and a digital badge powered by Accredible.
Your digital credential is more than just a certificate – it’s secure, verifiable, and protected against fraud through encryption and blockchain technology.
They also come with detailed metadata, including an overview of the skills you have achieved on the course, evidence of completion, and assessment criteria if appropriate.
Share your achievements seamlessly with friends, customers, and potential employers online, and proudly add your badge or certificate to social media platforms such as LinkedIn, so all the right people can see it.
Campus and facilities
You will be studying in the Centre for Broadcasting and Journalism, as part of the School of Social Sciences on the City Campus.
You will find modern teaching spaces and group study environments to develop your ideas and skills as a journalist.
You’ll also have access to our library to use outside of your short course; whilst you can’t reserve or take away books, you are welcome to use them as a resource for research and referencing.
You will receive an email one week before the course starts with joining instructions on where to go for the first day.
Entry requirements
Level: Beginner
Entry requirement: No experience necessary; you should have an interest in developing your communication skills.
You must be over the age of 18 in order to attend this course.
Fees and funding
The fee for this course is £195.
Payment is due at the time of booking - ask us if you'd prefer an invoice sent to your company.
Your course fees cover the cost of studies and include great benefits such as the use of our modern library and free use of the IT equipment and software on the campus during your course.
You can read the terms and conditions of booking here.
How to apply
You can book your place via NTU online store:
27 June 2025, Friday 10 am - 4 pm
View our other Business, Management and Marketing short courses
Any questions?
Contact the short course team:
Email: creativeshortcourses@ntu.ac.uk
Telephone: +44 (0)115 848 2813