* Introduction to Public Relations Training Course at PA Training

Training / PR & Communications / An Introduction to PR

An Introduction to PR

This two-day PR course offers an intensive introduction to public relations in all its forms. The introduction to PR course looks at the principles and practice of public relations in the modern media environment using a mixture of presentation, seminars and practicals. It looks at how social media and online campaigns is now an essential part of the PR mix.

This course is essential for anyone wanting to get up to speed with the fundamentals of public relations and media communications. Suitable for those involved in PR full time or for other media executives who want a better understanding of how public relations work.

Find Out More

Prices from £688 excluding VAT

Recognised Training

We understand what makes a media success. As the national news agency for the UK and Ireland our client list includes every national news provider across TV and radio, as well as every national newspaper.

Industry Experts

PA Training is Europe’s leading company for journalism, multimedia and public relations with courses delivered by thought leaders at the forefront of public relations.

Learning Interactivity

Small class sizes mean you’ll benefit from an in-depth teaching experience with real-life scenarios and practical exercises.

Quality Content

Only the very latest developments are taught, with delegates scoring the content of our Introduction to PR course 9.2 out of 10 on average.

Course Outline

What is PR? Definitions and examples of how PR works and why it sometimes fails

  • How we define PR and why it’s important to understand the principles
  • Different types of PR: from event management and public affairs to experiential and social media
  • Differences between PR, marketing and advertising, and how digital and social media campaigns are blurring the lines between them

Tools and channels – different ways of delivering effective public relations

  • What tools are available?
  • What are the pros and cons of each PR tool?
  • Best practice in deploying different tools & techniques

PR planning, how to develop a campaign

  • Identifying the audience and finding routes to reach them
  • Three-stage strategic planning & four-stage PR planning
  • How research and analysis relates to evaluation

How to measure the value of your PR

  • Why evaluation is the Achilles heel of the PR industry and how social and digital are becoming essential elements of measurement
  • Different types of traditional evaluation, ACE, AVE, OTS, media and audience analysis tone, message, sentiment and impact
  • Advanced evaluation – intermediary and target audience effects

Press Releases, the good, bad and the ugly

  • Understanding the role of the press release in media relations
  • Assessing value and impact of a press release
  • Why some press releases work and some don’t

Media relations in action

  • Understanding media and what journalists are looking for
  • Using national media for PR – the how and why
  • Tricks of the trade, surveys, expertise, thought-leadership

How to deal with the press and what makes news? 

  • What journalists are looking for from PR practitioners
  • How to build media lists and target journalists
  • Building a deeper understanding of your target media

Tips on interviews and crisis management

  • Do’s and don’ts of press interviews
  • What journalists want from PRs
  • How to deal with bad news and the basics of crisis management

Ready to enrol?

Prices from £688 excluding VAT

Other Courses

Learn the best practices, advance your PR knowledge as we examine the best practices of PR.

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.

Plan a crisis strategy, things can go wrong for any organisation and you have to be prepared to manage the fall-out.

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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


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