Public Relations Manager with media design

Free of cost

by funding

After completing the course, you will be able to write journalistic texts and implement a contemporary PR strategy using the necessary tools and use the Creative Cloud from Adobe Systems for modern media design. An introduction to the use of artificial intelligence in a professional environment will round off your knowledge.
  • Certificates: Certificate "Public Relations Manager"
    Certificate "Media design - with Adobe Photoshop, Illustrator, InDesign, Acrobat Pro CC"
  • Examination: Practical project work with final presentations
  • Teaching Times: Full-time
    Monday 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: 12 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

Media design with Adobe Photoshop / Illustrator / InDesign / Acrobat Pro (Adobe CC)

Adobe Photoshop CC (approx. 10 days)

File formats and color modes

Working with Adobe Bridge

Fill layers, patterns and brushes

Changing and optimizing image qualities (view, resolution, image size, workspace)

Transforming image elements

Content dependency

Selecting and masking

Working with layers

Layer styles, blending modes and opacity

Image composition with layer masks

Smart objects

Using color corrections effectively

Working with colors, gradients, Color CC

Repairing and retouching images

Filters and effects

Camera Raw and Bridge

Automating processes

Animation (frame, video sequence)

Outputting and sharing images (digital, print)


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Adobe Illustrator CC (approx. 6 days)

Creating and editing artboards

Guides, rulers and grids

Draw and edit paths

Draw objects

Selecting, transforming and editing objects

Shaper tool, blending tool (blending)

Interlacing

Place, link and embed images

Converting images into vector graphics (tracing)

Working with colors and contours

Color palettes with Adobe Color

Color gradients and transparency

Layers and masks

Patterns, brushes and symbols

Filters and effects

Texts, typography and Adobe Fonts

Use of the perspective grid

Creating and designing diagrams

Use of libraries

Print preparation and PDF output

Data export and transfer for web and video


Adobe InDesign CC (approx. 12 days)

Page and document layout

Guides, grids, rulers

Creating page layouts with text/graphics

Frames, pen and pencil tools

Text editing, typography

Adding Adobe fonts

Tabs, bulleted lists and numbering

Master pages, nested master pages

Automatic page numbers and section markers

Working with formats and templates

Generating tables of contents

GREP, libraries, snippets

Placement of text, import/export options

Placing, linking and embedding images

Image import/export options

Table design in InDesign

Colors and gradients

Use of layers

Data merging for layouts (book)

Flow around objects (text flow)

Export via "Publish Online" as HTML

Export e-book as EPUB

Alternative layouts, liquid layouts

Create interactive PDF documents

Set up bookmarks

Hyperlinks, buttons, animations

Data check with preflight, soft proof

Print PDF export in detail

Integrate movie and audio files


Adobe Acrobat Pro (approx. 2 days)

Check PDF conformity (e.g. PDF-X3 standard)

Create PDF from file

Merging files

Editing text and images in PDF

Bookmarks and comments

Notes and stamps

Crop or rotate a PDF file

Manage pages

Page transitions and full screen mode

Protect PDF files

Create portfolios

Adding multimedia content to the PDF

Create interactive objects (e.g. buttons)


Project work (approx. 10 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 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 be able to use Adobe Systems' Creative Cloud quickly and confidently, giving you professional knowledge of the industry-standard software for modern media design. You process images, graphics and texts into a representative and sophisticated layout.

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.

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).

We will gladly advise you free of charge. 0800 3456-500 Mon. - Fri. from 8 am to 5 pm
free of charge from all German networks.
Contact
We will gladly advise you free of charge. 0800 3456-500 Mon. - Fri. from 8 am to 5 pm free of charge from all German networks.