Certificate In Public Relations And Communication Management
Last updated 5/2024
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Professional Certificate in Public Relations and Communication Management by MTF Institute

What you'll learn

Introduction to public relations and its types

Structure of department, functions and competencies of PR specialist

PR strategy and steps how to create it

Research tools in PR

Content creation, media materials

Media, journalist and influence relations

Crisis management

Campaign event planning

Measurement of effectiveness of PR campaign

Ethical consideration of PR specialist

Requirements

For a better learning experience, we suggest you to use a laptop / mobile phone / pen and paper for taking notes, highlighting important points, and making summaries to reinforce your learning.

Description

Welcome to course: Professional Certificate in Public Relations and Communication Management by MTF InstituteYou will know аbout: what is PR, its types; the structure of PR department, functions of department, competencies of PR specialist and areas of work; what is PR strategy; business goal and PR goal, researches in PR, 5W, The pyramid of levels, what is key message; content creation, media materials, PR documents; media, journalist and influence relations, content marketing; campaign event planning, measurement of PR campaigns, ethical considerations of PR manager; what is crisis management, its tasks, stages, methods and mistakes.Course provided by MTF Institute of Management, Technology and FinanceMTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance. MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things. MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry, and resident of the incubator "The Fintech House of Portugal".MTF is present in 208 countries and has been chosen by more than 400 000 students.Public Relations is a strategic communication process that organizations, individuals, or brands use to build and maintain positive relationships with their target audience, stakeholders, and the public. The goal of PR is to create a favorable image, enhance reputation, and manage perceptions through various communication channels.PR Management involves planning, executing, and monitoring communication strategies to achieve specific objectives, such as promoting a product, managing a crisis, or building brand awareness. It encompasses activities like media relations, event planning, social media management, and crisis communication.Learning about PR is crucial for companies and managers for several reasons:Building and Maintaining Reputation: A positive public image is essential for the success of any organization. PR helps in shaping public perception and building a strong, favorable reputation.Effective Communication: PR teaches effective communication strategies that allow organizations to convey their messages clearly and persuasively, fostering understanding and positive relationships with the audience.Crisis Management: In times of crisis, effective PR can help minimize damage to a company's reputation. Understanding how to handle and communicate during crises is a vital skill for managers.Media Relations: PR equips managers with the skills to interact with the media, ensuring that their messages are accurately portrayed in news outlets and other public platforms.Brand Building: PR plays a significant role in brand building by creating and maintaining a consistent brand image. It helps in differentiating a company or product in a competitive market.Stakeholder Engagement: Understanding PR is crucial for engaging with various stakeholders, including customers, employees, investors, and the community. It fosters positive relationships and loyalty.For managers in different domains, PR knowledge supports career development by:Enhancing Leadership Skills: PR skills contribute to effective leadership by providing managers with the ability to inspire and motivate teams, especially during challenging times.Building Relationships: PR fosters relationship-building skills, which are essential in managerial roles for collaborating with internal teams, external partners, and stakeholders.Strategic Decision-Making: PR knowledge enables managers to make informed and strategic decisions regarding communication, marketing, and overall organizational strategy.Adaptability: In a dynamic business environment, PR skills help managers adapt to changing circumstances, especially in the face of crises or challenges.Career Advancement: Managers with PR expertise are often better positioned for career advancement, as they can contribute to the overall success and positive image of the organizations they work for.In summary, learning about PR is crucial for companies and managers as it helps in building and maintaining a positive public image, fostering effective communication, managing crises, and supporting overall career development in various domains.

Overview

Section 1: Introduction

Lecture 1 Welcome to MTF

Lecture 2 Onboarding to learning process

Section 2: Public Relations and Communication Management

Lecture 3 Introduction

Lecture 4 PR tasks, competencies

Lecture 5 PR strategy

Lecture 6 Research tools in PR

Lecture 7 Content & media material in PR

Lecture 8 Media relations in PR

Lecture 9 Crisis management

Lecture 10 Planning, measurement, ethics

Section 3: Public Relations and Communication Management Summary

Lecture 11 Foundations of Public Relations

Lecture 12 Identifying and Building Relationships with Stakeholders

Lecture 13 Strategic Research for Public Relations

Lecture 14 Developing a Strategic Communication Plan

Lecture 15 Traditional Media Relations

Lecture 16 Content Creation for Public Relations

Lecture 17 The Power of Social Media in PR

Lecture 18 Events for Public Relations

Lecture 19 Crisis Communication

Lecture 20 Measurement and Evaluation

Section 4: Press Release Preparing Guidelines

Lecture 21 Understanding the Press Release

Lecture 22 Finding Your Story

Lecture 23 Crafting the Perfect Headline and Lead

Lecture 24 The Body - Turning Your Story into News

Lecture 25 Boilerplate, Call to Action, and Contact Information

Lecture 26 Formatting, Style, and Accuracy

Lecture 27 Distributing Your Press Release

Lecture 28 Press Release Ethics and Best Practices

Lecture 29 Measuring Success

Section 5: Interactive Part, Next Steps and Answers to Questions

Lecture 30 Interactive Part

Lecture 31 Congratulations with finishing from MTF

Lecture 32 Lets continue your learning with full size MBA program

No special requirements. Course for any who want to build a career at public relations, advertising, marketing, management, SMM, also for the ones who want to improve their business.,Public Relations is a strategic communication process that organizations, individuals, or brands use to build and maintain positive relationships with their target audience, stakeholders, and the public. The goal of PR is to create a favorable image, enhance reputation, and manage perceptions through various communication channels. PR Management involves planning, executing, and monitoring communication strategies to achieve specific objectives, such as promoting a product, managing a crisis, or building brand awareness. It encompasses activities like media relations, event planning, social media management, and crisis communication. Learning about PR is crucial for companies and managers for several reasons: Building and Maintaining Reputation: A positive public image is essential for the success of any organization. PR helps in shaping public perception and building a strong, favorable reputation. Effective Communication: PR teaches effective communication strategies that allow organizations to convey their messages clearly and persuasively, fostering understanding and positive relationships with the audience. Crisis Management: In times of crisis, effective PR can help minimize damage to a company's reputation. Understanding how to handle and communicate during crises is a vital skill for managers. Media Relations: PR equips managers with the skills to interact with the media, ensuring that their messages are accurately portrayed in news outlets and other public platforms. Brand Building: PR plays a significant role in brand building by creating and maintaining a consistent brand image. It helps in differentiating a company or product in a competitive market. Stakeholder Engagement: Understanding PR is crucial for engaging with various stakeholders, including customers, employees, investors, and the community. It fosters positive relationships and loyalty.,For managers in different domains, PR knowledge supports career development by: Enhancing Leadership Skills: PR skills contribute to effective leadership by providing managers with the ability to inspire and motivate teams, especially during challenging times. Building Relationships: PR fosters relationship-building skills, which are essential in managerial roles for collaborating with internal teams, external partners, and stakeholders. Strategic Decision-Making: PR knowledge enables managers to make informed and strategic decisions regarding communication, marketing, and overall organizational strategy. Adaptability: In a dynamic business environment, PR skills help managers adapt to changing circumstances, especially in the face of crises or challenges. Career Advancement: Managers with PR expertise are often better positioned for career advancement, as they can contribute to the overall success and positive image of the organizations they work for.,In summary, learning about PR is crucial for companies and managers as it helps in building and maintaining a positive public image, fostering effective communication, managing crises, and supporting overall career development in various domains.