-
Certificates: Certificate "Public Relations Manager"
Digital Communication 4.0" certificate -
Examination: Practical project work with final presentations
-
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.)
-
Language of Instruction: German
-
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
Digital communication 4.0
Customer communication in the digital age
Basics of communication (approx. 1.5 days)
Levels of communication
Communication models
Meaning and special features of communication
Customer experience (CX)
Channels of customer communication
Interactivity and participation
Always On
Data integration
Internationalization
Digital generation
Corporate communication
Digitalization in everyday working life (approx. 1 day)
Society and politics
Industry and trade
New Work
Media management
Digital learning incl. forms of learning
Networked working environments/collaborative work
Media and copyright law
Human-technology interaction
What is "agility"?
Digital technologies (approx. 1 day)
Big Data - The "9V", goals of data collection
Use of big data, best practices
Internet of Things (IoT), networked things
IoE, big data and cloud computing
Connectivity
Artificial intelligence, algorithms
Nanobots - application in practice
Customer centricity - focus on customer benefits
Virtual reality, augmented reality
Bitcoins, blockchain
Digital sales channels (approx. 1 day)
Importance and structure of e-commerce
Processing contracts from online sales
Selecting and using online sales channels
Co-designing the range of goods or services and managing them online
Data protection within digital communication (approx. 1 day)
Differences between data protection and data security
General Data Protection Regulation (GDPR)
Dealing with personal data
Technical and organizational measures (TOMs)
Encryption of data
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
E-mails in the digital age (approx. 2 days)
Selection of media for written customer contact based on customer needs
Business letters and e-mails
The customer-oriented e-mail
Formulations
Choosing the right font style
Quick blocks
Spam filter
Video conferencing (approx. 2 days)
What is digital rhetoric?
Preparation for online meetings
Methods and tools for successful
online meetings
The key to success for your online meetings
Procedures and pitfalls in online calls
Technical framework conditions
Video conferencing software providers
Behavior in telephone and video conferences (approx. 1.5 days)
Characteristics of communication on the telephone
The importance of body language, influence of voice, choice of language, facial expressions and gestures
Perception of breathing, voice pitch, articulation and posture as well as personal perception
Active listening
Radiating confidence and competence
Service-oriented greeting, successful and active conversation skills
Invitation, preparation and follow-up
Making customer-oriented telephone calls (approx. 1.5 days)
Structure and organization of a telephone call
Definition and implementation of call objectives
Successful and active call management
Solution-oriented conversation
Saying goodbye at the end of the call
Forwarding a call
Preparation, follow-up and recording of a telephone call
Measures in the event of threats/attacks
Conflict management (approx. 0.5 days)
Causes of a conflict
Conflict models
Obstacles to communication
Stages of conflict management
Roles within conflict management
Project work (approx. 2 days)
To consolidate the content learned
Presentation of the project results
Complaints management
Introduction to complaint management (approx. 1 day)
Complaints as opportunities for the company
Causes and types of complaints
Understanding customer behavior
Complaint management systems
Psychology of the complaint (approx. 1 day)
Iceberg theory
Relationship levels
Needs pyramid according to Maslow
Reaction to complaints (approx. 0.5 days)
Interpreting complaints and wishes
Tone and voice pitch
Key factors
Processing of complaints (approx. 1 day)
Basic rules for complaints
Processing written complaints
Procedure of a complaint discussion
De-escalation strategies (approx. 0.5 days)
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 gain confidence in dealing with customers and know the basics of communication in the digital age with traditional and modern means of communication such as email and video conferencing. You will also be able to deal with complaints, process them and thus optimize customer satisfaction. You can design complaint management systems and know that the focus here is on increasing customer orientation.
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.
This course is also aimed at anyone whose daily work involves contact with customers or whose area of responsibility involves external communication.
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.
You will also acquire skills in dealing directly with customers.
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).