Public Relations and Communication Skills Training

Master strategic public relations and communication. Learn to design, plan, and evaluate campaigns that shape perception and strengthen reputation.

Please inquire for pricing | Available Online and In-class

Date	Venue	Duration
07 - 11 September 2026	Durban	5 Days
09 - 11 November 2026	Sandton	3 Days

Course Introduction

Public Relations and Communications sit at the core of organisational performance. Today’s expanded mix of channels, tools and data gives PR unprecedented reach—if it’s planned and executed well. This lively, hands-on programme builds the skills and confidence to practise PR and communications effectively in real organisational settings. You’ll learn to design campaigns that drive strategic change, shape internal and public perception, and strengthen reputation. When aligned to core priorities, well-crafted PR and communications are a cost-effective way to grow stakeholder value and reinforce the organisation’s vision, values and strategy.

Course Objectives

By the end of this highly interactive Public Relations and Communication Skills training programme, delegates will be able to:

Design, plan, write, cost, deliver and evaluate multi-channel PR and communications campaigns.
Apply core PR and communications management skills and show clear value to the organisation.
Use current tools and techniques across paid, earned, shared and owned media.
Align campaigns and messages to business objectives and stakeholder needs.
Analyse successful campaigns and translate lessons into measurable improvements.

Who should attend?

PR Officers / Practitioners
Communications Managers / Specialists
Media Relations Officers
Corporate Affairs / Reputation Managers
Marketing & Brand Managers
Spokespersons and Executives with communications oversight
New entrants to PR, media or communications roles

Training Methodology

Our diverse instructional approaches ensure effective learning:

– Lectures & Presentations: Engage with expert-driven, stimulating content.
– Course Material: Access well-crafted supporting resources.
– Group Work: Collaborate on discussions and case studies for practical insights.
– Workshops & Role-Play: Participate in immersive, scenario-based activities.
– Practical Application: Focus on applying theoretical knowledge in real situations.
– Post-Training Support: Receive extensive support after training for skill implementation.

Training Outline

Module 1 – Public Relations and Communication Skills

Key Topics:

The role of PR and communications in business today
Mapping stakeholders and managing expectations
What effective campaigns get right (and wrong): case examples
Social and digital channels and how they are transforming PR
A simple framework for designing a PR communications campaign

Module 2 – From Theory to Successful Practice

Key Topics:

PR/Comms models that work in practice (e.g., RPIE, AIDA, PESO) and their impact on persuasion and presentation
Translating organisational values into clear messages
Taking and interrogating the management brief
“The medium is the message”: matching channels to stakeholders
Setting SMART objectives, outcomes and success indicators

Module 3 – Planning and Costing PR and Communication Campaigns

Key Topics:

Building a workback schedule and content calendar
Budgeting and cost control for campaigns
Coordinating campaign elements across stakeholder groups
Measurement and evaluation: KPIs, dashboards, media and sentiment tracking
Practice case-studies with feedback

Module 4 – Crisis PR and Communications

Key Topics:

Crisis communication and reputation protection
Handling media queries and deadlines under pressure
Identifying and preparing in-house players (spokesperson training, briefs, holding statements)
Roles and responsibilities (clear ownership and escalation paths)
Practice crisis simulations and debriefs

Module 5 – Implementing PR and Communications to Impact Culture and Reputation

Key Topics: