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Certificates: Certificate "Public Relations Manager"
Brand Marketing" certificate -
Examination: Practical project work with final presentations
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Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 8 Weeks
Public Relations Manager
Basics of press relations (approx. 1 day)
Introduction to corporate communications
Internal and external communication
Basics of press relations
Corporate design
Instruments of public relations
Measuring PR success in controlling
The power of PR (approx. 2 days)
Classification of press relations in the overall PR context
Differentiation between PR/advertising
Conveying opinions with the media
Limits of media work
Golden principle (bad news is good news)
Strategic basis (approx. 1 day)
Analysis of the status quo
Identification of target groups and goals
Potential of elaborated messages
Public relations planning
Best practice examples
Press and media relations materials (approx. 1 day)
Structure and content of press releases
Background papers and factsheets
Photos and graphics
Whitepapers
Footage and other videos
Contemporary press kit
Options for distributing materials
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Press relations tools (contacts) (approx. 1 day)
press conference
Background discussion
Editorial visit
Trade fair and event planning
Press trip
Planning the use of instruments
Online trends (approx. 1 day)
Use of the Internet
Virtual press offices
Best practice examples
E-newsletters in connection with press relations
Influence of social media on press relations (online PR)
Dealing with media representatives (approx. 1 day)
Perspective of companies and the media
Interest and disinterest of the media
Function of editorial offices
Selecting and maintaining press contacts
Large distribution lists and the "inner circle"
Etiquette for dealing with press contacts
What is interesting for editorial offices? (approx. 1 day)
Hanger
Topic identification
Success control media resonance analysis (approx. 2 days)
Success control
Providers and their offer
Clippings and media equivalence values
Use of media response to improve press relations
Placing clippings on the Internet
Excursus: Crisis PR (approx. 1 day)
Preparing for crises, optimizing structures
Professional communication in a crisis
Copywriting for PR and corporate communications (approx. 3 days)
Success factors in journalistic writing
Target group and strategy
Texts and their special features
Digital communication
Content marketing work
Writing and editing exercises
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
Brand Marketing
Brand Building (approx. 4 days)
Definition of the brand concept
Characteristics of a brand (identity, values)
Target definition
Target positioning and corporate identity
Design options with Canva
Target group analysis
Limbic map
Customer insights, customer experience (CX)
Brand Values
Brand Personality
Positioning
Legal basics and trademark protection (approx. 1 day)
Name development
Claims, logos, key images & Co.
Trademark registration
Trademark monitoring in digital media
Claims for trademark infringements
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Digital branding (approx. 3 days)
Choosing the right channels
Brand positioning
Online marketing mix
Customer journey
Creating personas
Touchpoint management
Brand Communication (approx. 2 days)
content marketing
Agenda setting and storytelling
Emotionalization
User-generated content
Lovestorm and shitstorm
Brand communication with chats
Success measurement and evaluation (approx. 2 days)
brand awareness
Brand loyalty
Perceived quality
Monitoring and controlling
Success indicators in the brand process (KPIs)
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer marketing (approx. 4 days)
Impact factor of influencer marketing
Insight into playbooks
Online campaigns
Criteria for the right brand ambassadors
Evaluating reach
Micro vs. macro influencers
Community management
Costs and budget planning
Contract design
production
Labeling obligations
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
After completing the course, you will have the basic skills to write journalistic texts. You will be able to develop and implement a contemporary PR strategy and know the most important press relations tools. You will be able to structure press relations strategically and both develop and implement exciting PR topics. You also know which press contacts are important for you, know the interests of your target groups and attract new customers to your website with search engine optimized texts.
You will also know how a brand is built and what constitutes successful and targeted brand communication. You will be able to create visual content with Canva and learn about different factors and channels, such as influencer marketing. After the course, you will also be able to measure the success of a brand using various tools.
The course is aimed at employees from corporate communications, marketing, advertising and product management as well as anyone who is responsible for PR and wants to acquire the necessary knowledge and skills.
As a public relations manager, you could consider working as a PR consultant in an agency or as a PR manager for a specific company or association. Marketing departments are also interesting for you.
In addition, brand marketing managers are sought after in companies of all sizes and are in high demand on the job market. It is always important for companies to maintain a good image and to continuously and conscientiously cultivate the brand as well as the development and implementation of advertising measures.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).