* Advanced PR Training Course London - Two Day Course from PA Training

Training / PR & Communications / Advanced PR

Advanced PR

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.

Ready to enrol?

Prices from £688 excluding VAT

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

Managing media interviews

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

Public affairs: lobbying & advocacy

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

Planning and managing successful events

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

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

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

Monitoring & evaluation

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

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

Ready to enrol?

Prices from £688 excluding VAT

Other Courses

Learn the basics, get up to speed quickly on the fundamentals of public relations.

Increase your coverage, learn to analyse the media and their audiences and look for opportunities outside the news agenda.

Use the right tools, understand the key channels and how to use them to cover your campaign.

Learn what journalists want to see, get your press releases picked up and published.

Where to find us

Our training courses are held at our training centre located in Monument, London.


PA Training

First Floor

Northern & Shell Building

10 Lower Thames Street

London EC3R 6EN


Bespoke training gives you the option of delivering the course either onsite at our training centre or offsite at your preferred location.

If you have any questions, please don’t hesitate to contact us and one of our team members will be in touch.


+44 (0) 20 7963 7920


  • By submitting this form you are agreeing to our privacy policy

  • This field is for validation purposes and should be left unchanged.