PR & Communications

Advanced PR

Remote training course

Price: £700 plus VAT
Select a date below:


This two-day highly practical course examines best practices and emerging ideas for building relationships with external stakeholders, ensuring they understand the issues, restraints, vision and attainments that enhance reputation and brand value. Participants are encouraged to reflect on and discuss their own professional issues and experiences.


This course is for professionals who have mastered the essential skills of public relations and who want to practice at a more advanced level.

Why choose PA Training?

Recognised training

PA Training is the training division of the national news agency for the UK and Ireland, with a client list which includes every national news provider across every national newspaper, TV broadcast and radio.

Industry experts

As Europe’s leading training company for journalism, multimedia and public relations, our courses are only ever taught by trainers who are thought leaders working in their specialism.

Course outline

Developing proactive relationships with the media

  • How the media works
  • Placing stories in the media
  • Responding to media queries
  • Developing a media relations strategy

Public affairs: lobbying & advocacy

  • Identifying and influencing opinion-formers & influencers
  • Contact programmes
  • Engaging with key decision makers
  • Profile raising

CSR and community relations

  • Understanding relationships, bonds and influence within communities
  • Options for participating in local communities
  • Identifying the issues relevant to your organisation
  • Creating a community relations strategy
  • Managing relationship programmes

Monitoring & evaluation

  • Quantitative & qualitative
  • Efficiency of channels
  • Effectiveness of messages
  • Impact on behaviour & business
  • Impact on brand value & reputation

Managing media interviews

  • Briefing spokespeople

  • Interview techniques
  • A good interview – getting the message across
  • Handling different types of interviewers

Planning and managing successful events

  • A-Z of event planning
  • Coordination on the day
  • Contingency planning
  • Administrative close down and evaluation

PR during a crisis

  • Planning for the unexpected
  • Issues management programmes
  • Developing a programme to prevent issues becoming crises
  • Elements of crisis communications
  • Managing communication activities during a crisis

Social media’s place in the PR toolkit

  • Connecting, collaborating, sharing, reviewing
  • Building databases, opt-ins, automation, SEO and analysing statistics
  • Creating a social media route map
  • Evaluating emerging technologies

Course rating

We’re proud that delegates score the content of our most popular courses 9.3 out of 10 on average

Highly recommended

We rely on feedback from each delegate to help us to continue as the leading training provider for PR and Communications
What our clients tell us

“Very useful course and extremely relevant to my day-to-day work.”


Cardiff University

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Speak to a training advisor

If you’re interested in finding out more about our Advanced PR course, please don’t hesitate to contact us and a member of our team will be in touch.

Where to find us*

*This is course is delivered via an online training platform.

Our training centre is located at PA Training, 61 Queen Street, London, EC4R 1AE.

Bespoke training gives you the option of delivering the course either onsite or offsite at your preferred location which is arranged during your course enquiry.