

Introduction to PR
Starting out in PR, it is important to understand the full range of tools and tactics available, and the ideas that link them together in strategies that generate results. This course is a thorough grounding the fundamental ideas, tools and tactics of effective PR for all kinds of companies and organisations.
Number of days: 2
Price: £995 (+VAT)
Start Dates (click to book)
Who should attend
Anyone who is new to PR and needs to build professional expertise.
(This course is aimed at people early in their careers. People who are new to PR but already have long experience in another career area might want to consider another course, the Crash Course in PR for Experienced Professionals).
What to expect
Expect incisive and interactive briefing and coaching sessions with experienced frontline PR professionals and journalists, and lively workshops to develop effective practical skills.
Course content
- The core ideas behind modern PR
- What is PR? How does it work?
- What can it achieve? What are its limits?
- The latest tools and tactics
- Messages, audiences, stakeholders
- PR versus marketing and advertising
- Media PR and non-media PR
- News values and media relations
- Creative news platforms
- Press releases: style, format, structure
- Press kits: content, uses and importance
- Avoiding common & dangerous mistakes
- Case studies of successful programmes
- The press office: role and organisation
- Monitoring, audit and evaluation
Results
A solid understanding of the role, scope and potential of public relations, expressed through practical experience of the key skills necessary to achieve maximum publicity and recognition for your organisation. You should feel inspired, empowered, and ambitious to put it all into practice.






















Comments
Following are comments from people who have attended this course in the past.Boo Prabhaker, NCH Children's Charity
This course gave me a new perspective on ways to improve our media relations.
(Name not published), (Company name not published)
All elements of the training can be directly linked to PR in practice.This course has made me feel confident about starting a new PR position.
Jayne Letter, Parcel Force Worldwide
Workshop sessions were very interactive and brought to life by relevant case studies.
N Chadwick, CBA
Liked the case studies - thinking about how to approach media - opportunities etc…
Melissa Gimenez Cassina, Discovery Network Europe
Case studies and discussions bring theory to life!
S Alfred, (Company name not published)
Great Case studies. Very interactive. This course is very relevant to the development of my role.
Sasha Daly, Treehouse
This course is comprehensive & thorough. Jenni allowed lots of time for questions which was most useful.
Leticia Labre, One World Trust
Concise, lots of information packed into 1 day.
(Name not published), (Company name not published)
Covered a lot of ground, many issues explained and approaches given. Good ideas too.
Debbie King, Miere Company Ltd
I enjoyed brainstorming with companies. So many useful hints and tips about the role of PR.
Alla K, Discovery Channel
Examples were interesting. Workshops were useful.
Preethi Sunddadun, NSPCC
Flexibility in sessions; good learning environment.
Peter O'Garr, (Company name not published)
Gaining a real understanding of PR. I was pleased that no one patronised me as I have no previous PR experience. I feel I been encouraged and the trainers workshops have really built my confidence.
V J Lincoln, Treehouse
General enough for all of the companies present but with specific examples to help each of us. Useful discussions.
(Name not published), (Company name not published)
Good amount of workshops, examples and exercises. Micheal is very engaging.
(Name not published), (Company name not published)
Good broad overview of PR, different tactics on how to achieve your goals, I like the practical tip cards!
Amin Judeh, Pioneer
Good content. The trainer was highly knowledgeable and delivered the course in a simple and understandable way.
Jessica Ali, Richmond Housing Partnership
Good discussion, I didn't feel like I was being told, but advised!
Preethi Sunddadun, NSPCC
Good flexibility in sessions; good learning environment.
(Name not published), (Company name not published)
Good flexibility in the sessions and a good learning environment.
Grigorios Karimalis, Hellenic Telecommunications and Post Committee
Good interaction, workshops, small groups.
(Name not published), (Company name not published)
Good teacher: accommodating, approachable, clear and engaging!
Henry Jeffrens, Hidden & Stouyhtm
Good to get insight into how other people work - fresh ideas!
(Name not published), (Company name not published)
I enjoyed the interactive workshops. I found the case studies relevant and current.
S Traves, NCH Children's Charity
I felt very free to ask questions and they were always fully answered. Also Jenni [Perry] was great at tailoring the course to our personal needs.
S Macherla, BT (British Telecom)
I had no idea at all about PR. This has given me a great start to what I need to do when I get back to the office - definitely worth the time!
(Name not published), Novartis Pharma AG
I like the relaxed atmosphere, the straight forward and concrete approach. I found the trainer very competent in the subject and excellent in conveying it.
Deepa Rai, International Alert
I liked all the components of the training. The trainer was excellent, not only in her teaching but also as a very helpful, approachable person. Enjoyed it thoroughly!
Sarah Pickering, WSPA
I liked the balance of theory and practice and the fact that participants were encouraged to share their thoughts and practices.
Gabrielle Lindemann, KCC
I liked the fact that there was room to tailor the course to our own needs & that it was very interactive because of small groups.
A K, Marketing Matters
I liked the order of each session, detail, ability to ask questions within course, informal approach, learning from others examples.
(Name not published), (Company name not published)
I liked the workshops and the friendly personality of the trainer.
F Lovie, University of Aberdeen
I now feel I have a grasp of the concepts that goes well beyond the preconceived notions I arrived with.
(Name not published), (Company name not published)
This course was good for me because of the individual coaching / attention, the interactive nature of the course and lots of debate made it interesting. Good balance between theory and practice.
(Name not published), (Company name not published)
Interactive group. Great examples from trainers.
Azmi Basir, Vangard Scotland
It gave me an excellent basic understanding of PR.
Yetunde Akinokun, Total
It was direct, straight to the point and totally hands on.
Cheryl Loft, WSPA
It was great to hear experiences from someone who obviously has a lot of experience in international PR.
(Name not published), (Company name not published)
It was interactive with a lot of examples and case studies.
A. Bradbury, Richmond Housing Partnership
It was specific to our organisation + flexible to what we wanted to talk about.
Anna Marshall, Treehouse
It was very interesting and useful but at the same time fun and I liked the informal style. I liked that the current affairs were discussed in context. I liked the small group and mixed backgrounds of the other participants as it made for interesting discussions and fresh ideas from a different perspective.
S Field, (Company name not published)
Liked the chance to interact, ask questions and brainstorm. It has been so helpful.
Gabrielle Lindemann, KCC
Liked the fact that there was room to tailor it to own needs & that it was very interactive due to small groups.
Eze A Obular, Total Nigeria (EPNL)
Liked the interactive friendly nature of the training!
(Name not published), (Company name not published)
Liked the practical examples which were great to understand the theory .
Roger William, Right Media
Not just slide-led but talked about the issues. The trainer adjusted course based on questions. Nice small group led to good interaction.
(Name not published), ICS LTD
Practical application of principles learnt. The open forum / discussion approach. Gained confidence in writing ability.
S Parker, Save the Children
Really excellent course! Very helpful, friendly and interesting trainer. Great atmosphere and very interesting mix of people and career backgrounds.
(Name not published), (Company name not published)
Relaxed and accommodating atmosphere created by the trainer.
(Name not published), (Company name not published)
Relaxed and open setting created a good environment for discussions, able to ask questions. Structure was concise.
Paul Sandell, Thomson Financial
Small group, good knowledge and experience.
Kolawole Zaid, Total Nigeria (EPNL)
Small group, good quality trainers.
E Rodgers, Kids Company
Small groups - enough time for Q+A, great case studies, trainer clear, to the point and very helpful, had a wide knowledge and range of areas from NGOs to corporate.
(Name not published), (Company name not published)
Small size of group helpful, we were able to focus on our areas as a result.
Lin Osman, Treehouse
The content was great - covered lots of ground but with time to go into depth in some areas. Pace was good, the training manual will be very useful.
Eily Benichou, Benmazal
The direct and up to date experience from the trainers, made the course real. Flexibility of the trainers and the course itself. Trainers were free and approachable.
maine Keinshall, Norbain SD LTD
The experiences that the trainer has were of great interest to me.
Krista Dobinson, Weill Cornell Medical College in Qatar
The expertise of the trainers, their background and knowledge of the industry was very relevant and helpful.
C Akeroyd, Norbain SD LTD
The knowledge and enthusiasm of the trainer were very motivating and inspirational.
Claire Clark, Niace
The pace, the handbook and the trainer's experience added value and credibility.
(Name not published), (Company name not published)
The practical examples were great to understand the theory.
(Name not published), (Company name not published)
The programme was very rich, it covered all the issues that would be useful and essential in PR.
Rachael Martin Smith, Treehouse
The relaxed and accommodating atmosphere created by the trainer. Jenni listened to all attendees made sure we understood each point and concept before moving onto the next.
(Name not published), (Company name not published)
The trainer is very open and easy going which means that we were all able to get what we wanted from the course.
Asa Firm, ECA Communications Group
To the point and practical.
(Name not published), (Company name not published)
Trainer had lots of energy, responded well to questions and got trainees involved in discussions.
Lorenzo Casarosa, Royal Institution of Naval Architects
Useful handouts and materials (training manuals).
Kattryn Rane, Save the Children
Useful practical experience, excellent feedback.
Niki Maniam, Healthlink Worldwide
Very inclusive, good discussions although the prospect of meeting editors is being interviewed by reporters was nerve-racking it was actually great experience is handled in a very friendly and engaging manner.
Sarah Marzouk, Education Action International
Very approachable, friendly and helpful. Very interactive, easy to get involved and ask questions.
Samantha Boyle, Treehouse
Very clear, easy to understand, interactive. I really enjoyed the workshops.
(Name not published), (Company name not published)
Very interactive due to small numbers.
(Name not published), (Company name not published)
Very interesting, applicable, practical, good case studies.
(Name not published), (Company name not published)
Very personal approach, adapting to participants' wishes.
Sarah Carlin, Dogs Trust
Very snappy and to the point. Just the right balance of interactive activities and more traditional learning. It wasn't at all boring!
(Name not published), (Company name not published)
Well presented, accessible, excellent trainer, easy to understand, relevant and useful.
Ian Donoghue, Redcliffe Dental Spa
good course size, and the facility to translate training into life situations. Jenni Perry is magnificent asset to your organisation. Delighted with my training experience
Ian Donoghue, Redcliffe Dental and Spa
Jenni Perry is a magnificent asset to Pinnacle PR. I am delighted with my training.