Public Relations and Communication Skills training

Public Relations and Communication Skills Training

Design, Plan, and Evaluate Campaigns that Shape Perception and Strengthen Reputation

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Platform:
Online
In-class
Revised and Updated: 29 September 2026
Date Venue Duration
09 - 11 November 2026 Sandton, Gauteng 3 Days

Course Introduction

Public Relations and Communications sit at the core of organisational performance. Today’s expanded mix of channels, tools and data — including AI-powered media monitoring, sentiment tracking, and generative content tools — 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, including AI-assisted media monitoring and content tools
  • Align campaigns and messages to business objectives and stakeholder needs
  • Analyse successful campaigns and translate lessons into measurable improvements
  • Recognise and respond to misinformation and AI-generated content risks (including deepfakes) as part of crisis and reputation management

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
Soft Skills Courses

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 AI tools — 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
  • Using generative AI responsibly to accelerate first drafts of messaging, while keeping strategic judgement and final sign-off with the practitioner
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, and AI-powered 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)
  • Recognising and responding to misinformation and AI-generated content risks, including deepfakes, as an emerging crisis category
  • Practice crisis simulations and debriefs
Module 5 — Implementing PR and Communications to Impact Culture and Reputation
Key Topics:
  • How PR creates value and impacts performance — making it tangible
  • Internal communications and employee/stakeholder engagement methods
  • What PR practitioners must know about governance, ethics and approvals — including AI-use policy and disclosure
  • Partnering with management to convert strategies into results
  • Frequent PR/Comms errors — and how to avoid them

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Success Stories

Discover how our courses enhance professionals’ effectiveness in their workplaces.

Northam Booysendal

Advanced Business and Report writing skills Training

The training facilitator started the training with a quote that captivated my attention from the start. The way he spoke and the examples he used were very important to me in general and in the training. The training was set in a way that I could understand the key points of effective Report Writing. The training was of such etiquette that anyone would be able to understand and implement what was learned. Thank you, Rock - Your course was amazing and your style for training is next level.

FAQs – Public Relations and Communication Skills Training

Build public relations and communication skills covering stakeholder engagement, media relations, strategic communication, campaign planning, reputation management, and digital communication.

What is covered in the Public Relations and Communication Skills Training?
The course covers strategic PR and communications, stakeholder engagement, campaign planning, media channels, budgeting, measurement, crisis communication, reputation management, internal communication, governance, and ethics.
Who should attend the Public Relations and Communication Skills course?
The training is designed for PR practitioners, communications managers and specialists, media relations officers, corporate affairs and reputation managers, marketing and brand managers, executives, and new PR professionals.
Does the Public Relations course cover PR campaign planning and management?
Yes. Participants learn how to design, plan, cost, deliver, and evaluate multi-channel PR campaigns using frameworks such as RPIE, AIDA, and PESO, with SMART objectives and measurable outcomes.
Does the PR and Communication course cover crisis communication?
Yes. The course covers crisis communication, reputation protection, media enquiries, spokesperson preparation, holding statements, escalation procedures, and managing communications under pressure.
Does the Public Relations training cover campaign measurement and evaluation?
Yes. Participants learn about campaign KPIs, success indicators, dashboards, media tracking, sentiment measurement, budgeting, cost control, and evaluating campaign performance.
Does the Public Relations and Communication Skills Training include practical exercises?
Yes. The training includes group work, case studies, workshops, role-play, practical campaign activities, crisis simulations, feedback, and real-world application of PR and communication techniques.

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