Public relations officer, artificial intelligence (AI) in the professional environment and prompting
-
Certificates: Certificate "Public Relations Officer"
Certificate "Artificial intelligence (AI) in the professional environment"
Prompting" certificate -
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-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.)
-
Language of Instruction: German
-
Duration: 14 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)
- 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)
Artificial intelligence (AI) in the professional environment
Basics of Artificial Intelligence (AI) (approx. 1 day)
What is artificial intelligence?
Explanation of basic terminology
Types of artificial intelligence (AI/AI)
Classification of machine learning and neural networks
Overview of various AI-based applications
Successful searches using AI (approx. 0.5 days)
Research agents
ChatGPT and Copilot Chat
Summarizing articles, videos and podcasts
Organizing and making decisions using AI (approx. 0.5 days)
To-do organization
Supplementary AI tools for organization e.g. NFC automatisms, voice commands
Communication using AI (approx. 0.5 days)
Prompting for text, image and video generation
Communication and efficiency tools
Supplementary AI tools to optimize communication, e.g. translation, correction, chatbots
Texting using AI (approx. 0.5 days)
Text generation and text customization
Supplementary AI tools for text generation e.g. GPT, dictation, autoscan
Creating and editing media using AI (approx. 0.5 days)
Image generation, object and background removal, video editing
Creating AI agents, CustomGPTs and digital helpers
Professional presentation using AI (approx. 0.5 days)
Structure, layout and impact analysis
Gamma
Presentation and video presentation
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Prompting
AI classification and basics (approx. 1 day)
Large Language Models, Generative AI, Machine Learning
Data acquisition, data management & processing (approx. 0.5 days)
Introduction to machine learning and natural language processing
Prompt engineering (approx. 1 day)
Strategies and types of prompting
Prompting toolkit: The six key components for effective prompting
Prompting in text generation vs. prompting in image and video generation
Prompting in research, text generation and with AI agents
Opportunities, risks and ethical issues (approx. 0.5 days)
What to look out for when prompting in a professional context
Prompting Excellence (approx. 1 day)
Templates and use cases for everyday work
Methods for optimizing AI output
Prompt Generator, CustomGPTs, Custom Instructions, Continuous Problem Solving System (CPSS)
Project work (approx. 1 day)
Practice-oriented consolidation based on best practices and exercises
Presentation of the project results
Changes are possible. The course content is updated regularly.
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.
You also know how to research, organize and communicate efficiently with AI such as ChatGPT and Copilot Chat. You can create texts with AI, edit media and optimize presentations.
You can also create effective prompts, optimize AI outputs and apply strategies for better human-AI interaction. You can use AI tools such as ChatGPT and Copilot Chat efficiently for various tasks.
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.
Specialists who can use AI as a tool to improve efficiency, decision-making and innovation in companies are also in demand in all sectors.
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).