Public Relations Officer

On the course, you will acquire comprehensive skills in PR, social media and content marketing. You will learn how to develop and implement contemporary PR strategies, create target group-oriented, search engine-optimized content and design campaigns with a wide reach, including the use of artificial intelligence in your job.
  • Certificates: Certificate "Public Relations Officer"
  • Additional Certificates: Certificate "Public Relations Manager"
    Certified Social Media Manager" certificate
    Certified Content Marketing Manager" certificate
  • Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
    Certified Social Media Manager:in
    Certified Content Marketing Manager:in
  • 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 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

Social media marketing expertise

Social media in the company (approx. 2 days)

Basics/corporate communication

Opportunities/risks

Job profiles in social media marketing

Possible applications/dos and don'ts


Social media strategy (approx. 3 days)

Development of social media strategies and corresponding campaigns

Basics for creating a social media strategy

Three-phase model

SMART target definition

Define target group/develop persona

As-is analysis/audit/resources

Select channels

Content methods incl. editorial plan

Content formats on social media

Influencer marketing

Success measurement/measures analysis

Adapt strategy (POST)


Social Media Management (approx. 2 days)

Social media tools

Community Management

Dos and Don'ts

Netiquette

Crisis management/shitstorm

Examples from practice


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Social media channels (approx. 7 days)

Strategic importance and possibilities of social networks

Functionality/algorithm, user structure and practical examples for:

- Facebook incl. Meta Business Suite (e.g. planning posts)

- Instagram

- Pinterest

- TikTok

- X and YouTube with a brief overview

- LinkedIn business network (including employer branding and social recruiting as a social media goal)

- Xing (general information, realignment, platform)


Online law for social media (approx. 3 days)

Recognizing legal pitfalls

Which rights must be observed?

Current legal framework conditions

Copyright law

Data protection (DSGVO)

Name law, trademark law

Liability for own and third-party content

Licenses/labeling obligations

Examples from practice


Project work, certification preparation and certification examination (approx. 3 days)

Content marketing expertise

Basics of journalistic work (approx. 4 days)

Editorial work, editing

Journalistic research techniques, online research

Journalistic standards

Structures and working methods of editorial offices and online editorial offices

Text workshop/writing exercises

Types of text (news, reports, features, portraits, commentaries, reviews)


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Basics of content marketing (approx. 7 days)

Developing and documenting strategies

Planning projects

Defining goals and determining metrics

Determine target groups according to psychosocial and demographic aspects

Apply customer journeys and related models for strategic planning

The right mix of different content

Omnichannel experience through different touchpoints

Storytelling in content marketing: simple and complex story structures for different channels


Increase reach (approx. 3 days)

Effective distribution of content

Different types of corporate blogs

Brief introduction to WordPress:

Planning and running a blog

SEO optimized content

Email marketing

Measuring the effectiveness of measures


Legal (approx. 2 days)

Recognizing legal pitfalls

Internet law

Liability for own and third-party content

Copyright law


Project work, certification preparation and certification examination (approx. 4 days)



Changes are possible. The course content is updated regularly.

Basic knowledge of Microsoft Windows and Office as well as initial experience in social networks in the form of a Facebook and/or Instagram account are required.

The aim of the course is to provide you with comprehensive skills in press and public relations work, social media and content marketing. Upon completion, you will be able to develop and implement contemporary PR strategies, create target group-oriented and search engine-optimized content and design campaigns with a wide reach. You will be familiar with the most important terms and tools of press relations and social media marketing and will be able to assess content in a legally sound manner and present it effectively in the media.

The course is aimed at specialists in corporate communications, marketing, advertising, social media, PR and product management who wish to acquire in-depth knowledge and skills for responsible tasks. It is also aimed at people with a degree or training in economics, communications, humanities or linguistics, as well as those with professional experience in these areas.

This course offers a wide range of career prospects in PR, corporate communications, content and social media management. Graduates can successfully implement digital communication strategies in editorial offices, agencies or as freelancers.

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.