This course covers all relevant tools and channels used in press and public relations. You’ll learn how to strategically create content for press and media relations, communicate it effectively, and evaluate its success. In addition, you’ll gain insight into digital marketing—the course covers market research, target audience analysis, and communication strategies, as well as various forms of marketing and the use of web analytics and chatbots.
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Certificates: Certificate "Public Relations Manager"
Digital Marketing" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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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 public relations (approx. 1 day)
Job description, professional ethics
Corporate communications, PR, media relations
PR and journalism (approx. 2 days)
Legal conditions, ethics and limits
Strategic communication: omnichannel, multi-channel, PESO
Relationship management: stakeholder groups and multipliers
Identification of goals (SMART)
KPIs/metrics for measuring success
Target groups and persona model
Communicative positioning (approx. 1 day)
Key messaging, corporate and brand wording, message houses
AI and PR storytelling
Conceptualization: schedules, timings and budgeting
PR channels (approx. 2 days)
Dynamics, mechanics, channel selection social media and PR
Work processes, monitoring
Digital channels: Web and press pages, blogs, SEO
Offline, analog and online: Print, radio, audiovisual media, augmented reality
PR measures (approx. 2 days)
Editorial offices, press offices, press conferences
Background discussions and interviews
Editorial visits, press trips
Events, trade fairs and speaking opportunities (podcasts, TV and radio reports, etc.)
PR tools: press releases and announcements
Content in press and media relations (approx. 5 days)
Topic plans and story/PR calendar
Storytelling: text and images for PR
Characteristics of journalistic writing
Press releases (composition, structure, basic principles)
Speaker guidelines and media training
Image and video conception: storyboards, dramaturgy and briefings
Evaluation and reporting (approx. 1 day)
Data-based performance measurement
Tools: Selection and costs
Dashboards and reporting, media resonance analysis
Trends and AI in PR (approx. 1 day)
Crisis communication
PR prompting
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
Digital Marketing
Fundamentals of Marketing (approx. 2 days)
Market Research and Analysis
Target Audience Analysis, Customer Insights
AI-powered Market and Competitive Analysis
Limbic Map and Other Target Audience Analysis Models
Customer Experience (CX) and Customer Journey
4Ps (Product, Price, Place, Promotion)
Pricing and Sales Strategy
B2B and B2C
Communication Strategy and Channels
Digital Marketing and Content (approx. 5 days)
Marketing Formats and Media Advertising
Content Marketing, Storytelling
Content Production with Canva and AI Tools
Image, Text, and Presentation Creation
Content Management Systems (CMS)
SEO/SEA and GEO (Generative Engine Optimization)
Google Ads and Pay-Per-Click (PPC)
Mobile Marketing
Display, affiliate, and viral marketing
Retargeting and Remarketing
Social Media Marketing
Community Management and Editorial Planning
Email and Newsletter Marketing
Cross-Channel and Cross-Media: The Optimal Marketing Mix
AI-Powered Campaign Planning and Content Creation
Web Analytics, Data-Driven Marketing, and Social Media Monitoring (approx. 3 days)
Key Performance Indicator (KPI)
Monitoring Processes
Social Media Monitoring
Web Analytics
Google Analytics
Big Data, Smart Data, and Data-Driven Marketing
First-Party Data and Second-Party Data
Segmentation and Personalization
AI-powered Analysis of Marketing Data
Chatbots and Dialogue Design (approx. 1 day)
Rule-Based Chatbots and AI-Powered Chatbots
Dialogue Design, Tone, and User Guidance
Lead Generation and FAQ Scenarios
Chatbots in Customer Service and Marketing
Opportunities and Risks of AI Chatbots
Performance Measurement, Conversion Optimization, and Budgeting (approx. 4 days)
Metrics, Billing Models, and Key Performance Indicators
Buyer’s Journey, Customer Decision Funnel, AIDA Model, After-Sales
Landing Pages and Conversion Funnels
Fundamentals of Conversion Rate Optimization (CRO)
Methods and Tools for Usability Measurement and Optimization
4Rs (Recognition, Relevance, Reward, Relationship)
Budgeting for Digital Marketing Initiatives
An Overview of CAC, ROAS, and Customer Lifetime Value
Legal Framework (approx. 2 days)
Copyright, Personality Rights, and Rights of Use
Disclosure Requirements on the Internet
Trademark, Competition, and Freedom of Expression Law
Legal Limits on Unlawful Advertising
Data Protection in Digital Marketing
Legal Aspects of Using AI Tools
Attribution and Rights of Use for AI-Generated Content
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
Upon completion of the course, you will be able to develop and implement a modern PR strategy, and you will be familiar with the most important channels and tactics in public relations. You’ll be proficient in the key tools of media relations and able to strategically develop, publish, and monitor content. You’ll also be familiar with the intersections and distinctions between public relations and other areas of marketing, social media, and communications.
After completing the course, you’ll also be familiar with key digital marketing strategies, channels, and tools. You’ll be able to analyze target audiences, plan digital marketing initiatives, create content, and evaluate campaigns using appropriate metrics. Furthermore, you’ll be able to effectively use AI tools for research, analysis, content creation, campaign planning, and data evaluation, and critically assess their results. You’ll be familiar with terms and methods such as social media marketing, SEO/SEA, Google Ads, content marketing, email marketing, web analytics, AI in marketing, the 4Ps, and the 4Rs.
The course is aimed at employees from corporate communications, marketing, advertising, social media 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.
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).