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Certificates: Certificate "Public Relations Manager"
Certificate "AI-supported media design with Adobe Creative Cloud" -
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: 12 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 (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
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
AI-supported media design with Adobe Creative Cloud
Adobe Photoshop CC - Image editing and AI (approx. 10 days)
Introduction and working environment
Color and brushes
Selection and cropping
Layers and smart objects
Tonal value and color correction
Montage and transformation
AI-based image editing, Firefly
Camera Raw and RAW optimization
Text, shapes and paths
Output and automation
Specialist knowledge
Adobe Illustrator CC - Vector graphics and AI (approx. 5 days)
Basics of vector graphics, workspaces, anchor points
Firefly in Illustrator, generative shapes, colors, symbols
Text to vector, generative recoloring and color psychology
Interlacing and 3D effects
Font identification with AI
Automatic shape corrections
Corporate design development
Icon design and UI components
Infographics and diagrams
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Adobe InDesign CC - layout, typography and AI (approx. 10 days)
User interface, sample pages, layout grid
Smart Layout and Auto Style (AI), automatic design and text formatting
Typography, paragraph and character formats, variable fonts
Placing, adjusting and cropping images and graphics
Style transfer
Tables, data merging, GREP styles
Hyperlinks, buttons, ePUB, web export
Accessible design and PDF/UA
Adobe Acrobat Pro - Publishing, accessibility and automation (approx. 5 days)
Acrobat Pro interface and tools
PDF types, export, preflight, comment function
AI-supported accessibility: tags, alternative texts, structure check
Color management, proof, transparency check
Batch processing, smart actions, cloud workflows
Security and digital signatures
Project work (approx. 5 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 will be familiar with the most important public relations channels and 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 plan, design and implement creative projects independently, from image editing and vector graphics to layout and print production. You will work confidently with the central programs of the Adobe Creative Cloud (Photoshop, Illustrator, InDesign and Acrobat Pro) and use Adobe Firefly to optimize design processes, automate designs and develop new creative ideas.
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).