20% off all training courses booked in January. Use code: DISCOUNT20 T&Cs apply

Valid on training courses taking place in January, February and March 2020.


This course looks at Public Relations (PR) through the eyes of the marketing manager. While not responsible for the front line of PR on a day to day basis, the marketing manager will be expected to steer PR strategy, co-ordinate media enquiries, appoint and manage a PR agency, and evaluate success.

Who should attend?

The course reviews PR and how to manage it from within a marketing context and is therefore especially suitable for anyone who is becoming involved with PR for the first time; marketing and communications managers who have assumed PR responsibilities; and those who have responsibility for PR agencies but have little relevant experience.

Learning outcomes

• PR in context: Understand the relationship between PR and marketing
• PR strategy: Create the PR plan to deliver marketing aims
• The agency: How to find, appoint and brief a PR agency
• PR agency structures: Learn what they look like and how they function
• Special uses of PR: Understand use cases for crisis management, lobbying etc.
• Media engagement: Develop the press release and other assets that work for the media
• Media management: Respond to press enquiries and effective media management
• Online PR: Integrate PR activities with other business functions and digital platforms
• PR tactics: Develop a range of impactful PR tactics according to audience needs
• Evaluate success: KPIs, budgets and campaign dashboards to drive and build success

Course Dates

Start Date Days Location
04 Feb 2020 1 London
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21 May 2020 1 London
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Course Director

Matt King

Matt is managing director of a strategic marketing communications agency and has worked in the PR industry for over 20 years helping to shape and deliver strategic communications programmes for the agency’s clients. With core competence in marketing strategy, PR, content, social media and search engine marketing, Matt is also a Chartered Marketer and Fellow at the Chartered Institute of Marketing.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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