Certified Public Relations Specialist (CPRS) Program

Course Overview

The Certified Public Relations Specialist (CPRS) Program will touch on the latest trends and techniques used today in the public relations industry while highlighting the shifts in the practice.  This program delivers hands-on learning experiences covering all aspects of PR, from effective communication and crisis management to social media and digital engagement. Participants will gain a global perspective, practical skills, and an understanding of the latest PR trends to enhance their organization’s image and build stronger connections with target audiences.

Course Objectives

• Understand the fundamental principles of public relations, including the function, importance, and ethical responsibilities of professionals.
• Learn how to create strategic communication plans, design effective messages, and use numerous channels.
• Learn how to maintain positive media relations and communicate effectively during crises.
• Acquire skills in engaging stakeholders, establishing solid connections, and maintaining a positive image.
• Understand how to use digital platforms and social media for successful public relations initiatives and engagement.
• Learn how to create great content, communicate impactful tales, and engage target audiences.
• Learn event planning tactics for effective public relations events, including conceptualization and promotion.
• Acquire skills for measuring public relations performance, tracking metrics, and adapting plans.

Course Outline

This program offers participants practical skills through the following modules:

1. Introduction to Public Relations
• Explore the fundamentals of PR and its role in organizations.
2. Effective Communication Skills
• Focus on impactful writing, presentation, and public speaking skills.
3. Media Relations and Pitching
• Build relationships with journalists and create effective media pitches.
4. Crisis Communication and Management
• Develop skills to navigate and manage communication during crises.
5. Digital Public Relations
• Learn digital PR techniques, including SEO and social media strategies.
6. PR Campaigns and Strategies
• Design and implement PR campaigns aligned with organizational goals.
7. Ethics in Public Relations
• Understand the ethical standards and practices critical in PR.
8. Measurement and Evaluation
• Use metrics to evaluate PR campaign effectiveness and demonstrate ROI.

Target Group

The Certified Public Relations Specialist (CPRS) Program is ideal for:

• Aspiring PR professionals looking to build a foundational knowledge in PR.
• Marketing and communication managers aiming to improve their PR skills.
• Public relations specialists wanting to refresh and expand their expertise.
• Corporate communications and media relations officers responsible for managing an organization’s public image.

Program Cost

• 5-Day Training: €3700
• 10-Day Training: €6500

This program is available on different dates throughout the year upon request. Custom scheduling options are available to fit your needs.

Organizers

The Geneva Institute of Business Management organizes this course with its European partners