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Certificates: Certificate "Public Relations Manager"
Certificate "Media design - with Adobe Photoshop, Illustrator, InDesign, Acrobat Pro CC" -
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 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
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 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 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, 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).