Overview
New to public relations and ready to build your future career? Then this course is for you.
Specially designed for new or recent entrants, the four online sessions cover the fundamentals, the expectations, the tools, the settings – and, most important of all – the ethics of practice. We also look to the future to help you stay informed (and able to dazzle your colleagues with insights when you get back to the office).
You will cover:
• What is public relations and what constitutes ethical practice?
• Inside or out? External and internal communications – the differences, expectations and
experiences
• Spot the difference – discover the worlds of corporate communication, digital advocacy,
marketing communication, change communication, public sector, community engagement
and more
• Creativity meets complexity – a look at the hard stuff including crisis communication,
reputation management, risks and issues
• Beginner’s guide to building a PR tech stack
• Smart skills – short, sharp sessions serving a smorgasbord of basic skills. Covers written, visual,
digital and oral communication, planning, research, measurement and evaluation and is filled
with hands-on moments to allow you to experiment and explore
Learning outcomes:
• Greater understanding of the fundamentals of public relations practice
• Introduction to communication skills and competences
• Knowledge and understanding of ethical public relations practice
This course is aligned with the Global Capability Framework for public relations and
communication, with a focus on the following communication and organisational capabilities:
• To facilitate relationships and build trust with internal and external stakeholders and
communities
• To build and enhance organisational reputation
• To align communication strategies with organisational purpose and values
• To identify and address communication problems proactively
• To conduct formative and evaluative research to underpin communication strategies and
tactics
• To communicate effectively across a full range of platforms and technologies.
Zoom links will go out closer to the date to allow for those last minute sign ups! Pease do check your spam box.
Your presenter is..
Catherine Arrow is founder and Executive Director of PR Knowledge Hub Ltd, a learning and training centre of excellence dedicated to the development of leadership, public relations and communication capabilities.
A pioneer in digital communications since the web’s inception, Catherine helps public and private sector organisations navigate the digital environment, build essential relationships and maintain their licence to operate. Over the last decade, a key focus has been exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance worldwide.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, an Accredited Fellow of the ASEAN PR Network, and a Founding Chartered Public Relations Practitioner.
She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Her contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI.
Beyond her education and consultancy work, Catherine is a respected writer and speaker on the societal impacts of public relations. Her career has spanned the Northern and Southern Hemispheres, and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.
