19th - 21st May 2026 @ 9:30am-12:00pm, (3x morning sessions)
Overview
If you are new to public relations, get ready to enter a profession undergoing a seismic shift.
The purpose of public relations remains the same – building and sustaining the relationships that organisations need to maintain their licence to operate. What has changed are the methods of practice. Artificial intelligence, new communication challenges and stakeholder expectations of transparency and accountability mean practitioners now need broader capabilities and stronger judgement than ever before.
This course provides a practical introduction to modern public relations and leadership communication. It explores what public relations is for, how it works in practice and the range of roles practitioners are expected to play today, from strategist and adviser to coordinator and orchestrator of complex activity. It provides practical instruction on skills and capability development from ethical and innovative use of AI, risk and issues management, storytelling and stakeholder engagement to developing, managing and measuring programmes and campaigns.
Designed for you if you are new to public relations or communication, this is a course that offers a clear grounding in both the principles of the profession and the realities of working in it today – and tomorrow.
Learning Outcomes
- Understand the purpose and responsibilities of public relations in organisations and communities
- Recognise the different – and changing – roles public relations and communication practitioners undertake
- Understand how artificial intelligence and digital systems have changed methods of practice Understand fundamentals of strategy, planning and evaluation
- Identify the basics of risk, issues and crisis communication
- Recognise the importance of ethics, judgement and stakeholder relationships
Across three interactive sessions, you will explore:
- What public relations is, what it does and why it matters
- How public relations works in practice, including strategy and planning
- The different roles within the profession and the capabilities required
- How to apply artificial intelligence in today’s practice environment
- Fundamentals of measurement, evaluation and demonstrating value
- Managing risk, issues and crises in a communication context
- Ethics, responsibility and professional judgement in modern practice
GST included and 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 LPRINZ FPRINZ FCIPR
Catherine Arrow is a pioneer and recognised leader in public relations education and practice and was named Global Public Relations Practitioner of the Year at the World PR Awards. She works with professionals and organisations of all types to build capability, strengthen strategy and deliver meaningful outcomes.
As founder and director of PR Knowledge Hub, Catherine leads an independent learning centre that provides high-quality professional development for practitioners worldwide — in person, online and on demand. Her work spans organisational relations, internal communication, public engagement, advocacy, ethics, risk and reputation, with a central focus on the practical use of emerging technologies. Over the last decade, she has focused on exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance and launching the first global AI in PR Capability Certification in 2022. Catherine supports practitioners at all stages of their career, helping them navigate complexity, build trust and lead with purpose.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow 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. 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. A respected writer and speaker on the societal impacts of public relations, Catherine’s 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.
