The Ultimate Public Relations Masterclass
Everything you need to know to be successful at PR in a digital (and AI-powered) world
Lo que serás capaz de hacer
This course will equip you with everything you need to become an expert public relations professional. It’s packed full of case studies, statistics, checklists, templates and practical activities that bring the theory to life. The first section of the course introduces PR and shows you why it is valuable to any business and how it has changed over the last 10 years – there have been some exciting developments that have made PR more interesting and relevant than ever before. Then, we look at all the research you need to do before you plan a winning PR strategy. You’ll then learn how to work with ChatGPT (or other genAI platforms) to create stories that reinforce your brand messaging and capture your audience’s attention. Next, we look at all the tactics required to ensure that your stories genuinely reach the right people: from media relations to social media, awards, events and video. And we’ll cover how to write for different audiences. You'll get the opportunity to create a media list and to write your first media pitch. Then you will learn how to bring this all together into a comprehensive public relations and communications strategy that shows what you’re going to do, why you’re going to do it and how you’re going to do it. We then cover important concepts that you will absolutely need to understand if you’re going to work in PR: the ethical and legal considerations of PR activity. Finally, we look at how to have a successful PR career, including how to find a great job, choose your specialist area and how to maximise your chances of success. Bonuses included Get help from the instructor and a community of seasoned PR pros by joining our exclusive Facebook group, or interacting on Instagram. Get my list of my 50 top tools for PR pros after you have completed the course.
- How to build a PR strategy that generates leads, makes your brand famous, builds a community and attracts customers.
- How to use PR to increase traffic to your website.
- How to manage, implement and measure the success of your PR strategy.
- How to present your PR strategy to stakeholders, get buy-in and secure budgets.
- How to persuade journalists and influencers to endorse your company.
- How to use social media, video, content and traditional media to gain publicity.
Temario
UNIDAD 1 - Introduction · 1 leccionesUNIDAD 1 - Introduction
UNIDAD 1 - Introduction
- Introducing the Ultimate Public Relations Masterclass
UNIDAD 2 - Introducing PR · 7 leccionesUNIDAD 2 - Introducing PR
UNIDAD 2 - Introducing PR
- Introducing PR
- What is PR?
- Activity: What is PR?
- Core concepts of PR
- Digital PR and your website
- Core concepts in PR
- Digital PR and your website
UNIDAD 3 - Research and planning · 9 leccionesUNIDAD 3 - Research and planning
UNIDAD 3 - Research and planning
- Research and Planning
- Setting PR Objectives
- Setting PR Objectives
- Understanding your target audience
- Gaining context
- Understanding your target audience
- Gaining context: Conducting a SWOT analysis
- Developing your messaging
- Defining your key messages
UNIDAD 4 - Generating ideas · 6 leccionesUNIDAD 4 - Generating ideas
UNIDAD 4 - Generating ideas
- Finding a story that works
- Creativity in PR
- Creating newsworthy stories
- Search today's news for PR stories
- Finding your hook
- Activity: Generate a few story ideas (working with AI)
UNIDAD 5 - Media Relations · 12 leccionesUNIDAD 5 - Media Relations
UNIDAD 5 - Media Relations
- Media Relations
- How the media works
- Engaging with the media
- Finding your target media
- Creating a target media list
- Building relationships with journalists
- Pitching your story to the media
- Crafting a pitch (with help from ChatGPT)
- Handling media interviews
- Newswires
- Digital distribution beyond the media
- Media Relations
UNIDAD 6 - Social Media · 1 leccionesUNIDAD 6 - Social Media
UNIDAD 6 - Social Media
- Social Media
UNIDAD 7 - Other PR tactics · 10 leccionesUNIDAD 7 - Other PR tactics
UNIDAD 7 - Other PR tactics
- Other PR tactics
- Influencer relations
- Analyst relations
- Using video in PR
- Trade shows and conferences
- Hosting your own events
- Entering awards
- Owned channels
- Case studies - Three impressive PR campaigns
- Other media relations tactics
UNIDAD 8 - Writing for PR · 4 leccionesUNIDAD 8 - Writing for PR
UNIDAD 8 - Writing for PR
- Writing for PR
- Producing great content
- PR writing formats
- Writing for PR
UNIDAD 9 - Strategic PR Planning · 8 leccionesUNIDAD 9 - Strategic PR Planning
UNIDAD 9 - Strategic PR Planning
- Strategic PR Planning
- Why plan?
- The one-page PR strategy
- The PR Plan
- Managing your PR plan
- Running a PR campaign
- Measurement and reporting
- Creating your one-page strategic plan
UNIDAD 10 - Issues management and crisis communications · 4 leccionesUNIDAD 10 - Issues management and crisis communications
UNIDAD 10 - Issues management and crisis communications
- Issues management
- Crisis communications
- Crisis management case studies: BP and KFC
- Issues management and crisis communications
UNIDAD 11 - PR, ethics and the law · 2 leccionesUNIDAD 11 - PR, ethics and the law
UNIDAD 11 - PR, ethics and the law
- PR, ethics and the law
- PR, ethics and the law
UNIDAD 12 - Your PR career · 3 leccionesUNIDAD 12 - Your PR career
UNIDAD 12 - Your PR career
- Your PR career
- PR skills
- The PR job
UNIDAD 13 - Conclusion · 1 leccionesUNIDAD 13 - Conclusion
UNIDAD 13 - Conclusion
- Congrats!
Tu certificado lo emite la SEP, no solo una plataforma
Al demostrar la competencia recibes un certificado emitido por la Secretaría de Educación Pública a través del Gobierno del Estado de México: un documento oficial que puedes presentar con confianza ante cualquier empleador o institución.
Tu certificado con INEC
- Lo emite la Secretaría de Educación Pública (SEP), a través del Gobierno del Estado de México
- Documento oficial con folio verificable en línea
- Lo otorga la Universidad Tecnológica Fidel Velázquez
Otras plataformas en línea
- Constancia privada emitida por la misma plataforma
- Solo acredita horas cursadas o asistencia
- Sin respaldo de una autoridad educativa
Tu itinerario, de la inscripción al certificado
- 1
Inscripción con pago único
Pagas $2,800 MXN una sola vez y entras de inmediato al curso.
- 2
Estudias a tu ritmo
13 unidades con videos, lecturas y actividades, disponibles 24/7 durante 12 meses.
- 3
Cuestionarios por unidad
17 cuestionarios para comprobar lo aprendido.
- 4
Certificado
Emitido por la SEP a través del Gobierno del Estado de México, con folio verificable.
Un certificado oficial de la SEP
Muestra · verificable por folio y QR
- Emitido por la Secretaría de Educación Pública (SEP), a través del Gobierno del Estado de México. No es una constancia privada: es un documento oficial, y ese respaldo marca la diferencia frente a otras plataformas en línea.
- Contenido impartido por Heather Baker, MBA.
- Folio y QR verificables para compartirlo con quien te contrate.
Empieza hoy, a tu ritmo
Un solo pago y acceso inmediato al curso completo durante 12 meses.
- 13 unidades · 68 lecciones · 60 h
- 12 meses de acceso
- 17 cuestionarios de evaluación
- Certificado emitido por la SEP (Gob. del Estado de México) con folio verificable
Sobre tu inscripción
¿Cómo es el pago?
Un solo pago de $2,800 MXN. No hay mensualidades ni cargos recurrentes.
¿Cuánto tiempo tengo acceso?
12 meses desde tu inscripción, 24/7, para avanzar a tu ritmo.
¿Quién imparte el contenido?
El curso es impartido por Heather Baker, MBA; INEC gestiona tu inscripción, evaluación y certificado.
¿Qué pasa cuando vence mi acceso?
Puedes renovar tu cuenta tú mismo desde la plataforma, sin trámites ni esperas.
