Media Outreach Strategy
Building a repeatable system for reaching the right media at the right time. Covers the theory of information subsidies, journalist segmentation, channel selection grounded in research, cadence design, and outreach measurement aligned with the AMEC Integrated Evaluation Framework. A 5-day email course for PR professionals, communications leads, and marketing managers who run ongoing media outreach.
PR Campaign Planning
End-to-end planning for PR campaigns. Covers campaign architecture, creative concepts, media hooks, asset planning, execution, and post-campaign evaluation. A 7-day email course for PR professionals, marketing managers, communications leads, and founders planning campaigns.
Crisis Communication Essentials
Foundational course on communicating during crises. Covers SCCT crisis types, the first 24 hours, response strategy matching, spokesperson selection, message crafting using the Sturges content model, stakeholder sequencing, and post-crisis trust repair. A 7-day email course for PR professionals, communications leads, and executives responsible for crisis response.
Handling Negative Publicity
Tactical guide for responding to negative press, reviews, and social media backlash. Covers SCCT-based situation assessment, response strategy selection using the deny/diminish/rebuild continuum, response crafting with webcare evidence, escalation and de-escalation, and strategic silence. A 5-day email course for PR professionals, business owners, and brand managers facing negative coverage.
Crisis Response Planning
How to create crisis response plans before they are needed. Covers scenario mapping, response team design, approval chains, pre-drafted templates, and simulation exercises. A 5-day email course for PR leaders, operations managers, and risk and compliance teams.
Personal Branding for Executives
How senior leaders build and manage a personal brand that drives business value. Covers positioning, content strategy, visibility tactics, consistency systems, and aligning personal brand with organisational goals. A 5-day email course for executives, founders, senior leaders, and consultants building a public profile.
Executive Media Training
Master the skills executives need for media interviews. Covers message control, bridging techniques, handling difficult questions, body language, vocal delivery, and on-camera presence. A 5-day email course for executives, spokespeople, and founders preparing for media appearances.
AI for Public Relations
How PR professionals can use AI tools to enhance their work across the entire workflow. Covers drafting press releases and pitches, media monitoring, sentiment analysis, workflow automation, media list building, crisis detection, and building an AI-augmented PR practice. Grounded in academic research and industry data. A 7-day email course for PR professionals, communications teams, and agency staff.
AI-Assisted Press Releases
How to use AI to draft, refine, and optimise press releases for both human journalists and AI answer engines. Covers prompt engineering, the human editing pass, Generative Engine Optimisation (GEO), AI ethics and disclosure, and building a professional AI-assisted workflow with human oversight. A 5-day email course for PR professionals, marketers, and founders using AI to write press releases.
Internal Communications
How organisations communicate with employees. Covers channel selection, message design, change communication with Kotter's framework, leadership cascades, feedback loops, and engagement measurement with Gallup Q12. A 7-day email course for internal comms professionals, HR leaders, and executives responsible for employee communication.
Corporate Storytelling
How organisations use narrative to connect with stakeholders. Covers story architecture, brand narrative, stakeholder-specific storytelling, springboard stories for change, maintaining authenticity, and storytelling across channels. A 7-day email course for PR professionals, marketing leaders, and executives crafting organisational narratives.
Brand Reputation Management
How to manage the reputation of a specific brand or product. Covers brand perception, review management, real-time monitoring, crisis recovery, competitive positioning, and reputation measurement. A 7-day email course for brand managers, marketing leaders, and PR professionals responsible for brand reputation.
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