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Certificates: Certificate "Public Relations Manager"
TOEIC® certificate (Test of English for International Communication) -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
TOEIC®-Test (Test of English for International Communication) -
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 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 (composition, 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
Business English
Basics of professional English communication (approx. 4 days)
Basic structures of the English language in a professional context
Tenses (simple, continuous, perfect)
Formulation of questions
Active/passive voice
Adjective/adverb
Modal verbs
Conditional
Differences between British and American English in everyday working life
Important idioms in professional language
Presenting in English
Communicative part (approx. 5 days)
Establishing and maintaining customer contacts, telephone calls, correspondence
Artificial intelligence for formulating and optimizing English business communication
Greetings and introductions during business visits
Dealing with complaints
Describing products
Writing letters and emails with common phrases on topics such as orders or quotations
Describing company structures in English
Business English (approx. 6 days)
Writing business correspondence
AI support for English-language emails and letters
Arguing convincingly in a professional context
Explaining company structure, marketing and sales in English
Reporting on market analyses, discussing financial trends
AI for analyzing and preparing information
Communication on business trips: Reception, hotel, restaurant
Appearance in meetings
Describing processes and procedures
Conducting negotiations and reaching agreements
Developing and communicating plans and projects
Preparing presentations
AI tools for structuring and optimizing the language of presentations
English-language job descriptions
Anglo-Saxon application process
Writing a CV in English
Interview: confident presentation of experience and qualifications
Project work, certification preparation and TOEIC® certification exam (approx. 5 days)
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 improve your English skills for typical communication situations in everyday international working life and take the internationally recognized TOEIC® test to prove your acquired knowledge.
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.
With the meaningful TOEIC® test, you also provide a detailed insight into your acquired qualifications in the language environment and thus facilitate your career entry and advancement.
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).