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Certificates: Certificate "Public Relations Manager"
"Event management and digital event planning" 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 site, 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 (structure, 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
Trends in PR
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
Event management and digital event planning with MS Project
Event formats (approx. 1 day)
Tasks of the event manager
Differentiation between on-site/virtual/hybrid/smart
Business management basics (approx. 2 days)
Financing and budgeting
Recording and posting business processes in accounting
Controlling, sponsoring, licensing
Legal basics (approx. 2 days)
Contract forms and relationships
Contract design
Liability and insurance
Laws, ordinances and regulations
Legal obligations of organizers and locations
Special duties and taxes in the event business
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Event planning on site and digitally (approx. 4 days)
Conception and implementation
Presentation and moderation
Goals and target groups
Planning and organization
Agile event management
Design of a supporting program
Time management
Guest management, intercultural aspects
Scheduling: end dates, start dates, time reserves
Event logistics and event technology (approx. 4 days)
Logistical and technical planning and implementation of digital and on-site events
Tools and checklists for professional event organization
Cooperation with agencies and external service providers
Deployment and coordination of personnel
Implementation, day of the event and risk management
Social responsibility and sustainability
Success control and follow-up
Marketing (approx. 1 day)
Market observation and concept development
Strategic marketing
Operational marketing
Online marketing (SEM/SEO)
Basics of social media marketing
Event management with MS Project (approx. 3 days)
Scheduling
Resource management: labor, material, costs
Project monitoring: target/actual comparison, graphical reports
Project work (approx. 3 days)
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 be able to develop and implement a modern PR strategy and be familiar with the most important channels and public relations measures. You will have mastered the most important press relations tools such as swat.io and will be able to strategically develop, publish and monitor content. You are also familiar with the interfaces and boundaries to other areas of marketing, social media and communication.
You will also be able to distinguish between different event formats and professionally plan, organize and implement digital and on-site events. The focus is on strategic planning, marketing as well as legal and sustainable aspects of event management. You are proficient in the MS Project program and can use it to professionally plan, monitor and analyze the success of events.
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.
You will also expand your specialist knowledge in the field of event management and can therefore be employed in numerous companies such as communications, marketing and event agencies, as well as in the tourism industry and at trade fair, conference and congress agencies.
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).