Global Learning for Operational Leaders
Course PR-007
Modern Strategic Brand Management & Public Relations Masterclass
Strong brands and effective public relations are essential for building trust, influencing perception, and creating long... The outline covers Fundamentals of Public Relations & Brand Management, Brand Storytelling & Mes...
Classroom
16 sessions
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Online / Live
16 sessions
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Introduction
Course overview
Why Attend
Strong brands and effective public relations are essential for building trust, influencing perception, and creating long-term organizational value. In today’s fast-moving digital environment, organizations must manage reputation, engage stakeholders, communicate consistently, and respond professionally to challenges. This course provides participants with practical tools to build powerful brands, strengthen media relations, manage crises, and develop strategic communication plans.
Course Methodology
This course uses an interactive and practical approach through presentations, case studies, brand analysis workshops, media simulations, group discussions, planning exercises, and real workplace examples.
Course Objectives
- Understand the foundations of public relations and brand management
- Build strong brand identity and positioning strategies
- Use storytelling and messaging effectively
- Strengthen media relations and outreach performance
- Apply modern public relations tools and channels
- Manage reputation and crisis communication professionally
- Measure brand and PR performance using KPIs
- Develop a practical brand management plan
Target Audience
- Public Relations Professionals
- Marketing Managers
- Brand Managers
- Corporate Communication Teams
- Business Owners
- Media Relations Staff
- Anyone responsible for brand image and reputation
Target Competencies
- Brand Management
- Public Relations
- Strategic Communication
- Media Relations
- Crisis Management
- Storytelling
- Stakeholder Engagement
- Performance Measurement
What you will achieve
Learning objectives
- Understand the foundations of public relations and brand management
- Build strong brand identity and positioning strategies
- Use storytelling and messaging effectively
- Strengthen media relations and outreach performance
- Apply modern public relations tools and channels
- Manage reputation and crisis communication professionally
- Measure brand and PR performance using KPIs
- Develop a practical brand management plan
Who should attend
Target audience
- Public Relations Professionals
- Marketing Managers
- Brand Managers
- Corporate Communication Teams
- Business Owners
- Media Relations Staff
- Anyone responsible for brand image and reputation
- Target Competencies
Methodology
Learning approach
- This course uses an interactive and practical approach through presentations, case studies, brand analysis workshops, media simulations, group discussions, planning exercises, and real workplace examples.
Course content
Five focused days of learning and application
Day 1
Fundamentals of Public Relations & Brand Management
- History of public relations in the communication landscape
- Key differences between public relations and marketing
- Publics and stakeholders
- Building relationships
- Ethical considerations in public relations practices
- Brand definition and its key elements
- Brand development process
- Impact of brand
Day 2
Brand Storytelling & Messaging
- Brand narratives, tone and voice
- Brand story identification
- Storytelling techniques
- Brand personality
- Consistency in voice and tone
- Effective use of language
- Creating memorable brand messages
Day 3
Media Relations & Outreach
- Media relations fundamentals
- Media platforms selection
- Press kit building
- Building long-term relationships with media professionals
- Identification of media outreach strategies
- Press conferences, media tours, and interviews
- Reach and engagement through social media
- Turning negative press into success through professionalism
Day 4
Public Relations Techniques & Channels
- Public relations tools
- Public relations channels
- Exploring opportunities through events, sponsorships, and community engagement
- Public awareness campaigns
- Public relations measurement tools
- Internal communications
- Crisis communication
- Developing plans for crisis scenarios
- Reputation management
- Professional usage of social media during crisis
Day 5
Strategic Brand Management Planning
- Brand assessment
- SWOT analysis for brand assessment
- Competitors analysis
- Competitive advantages identification
- SMART objectives
- Key performance indicators (KPIs)
- Brand management plan development
FAQ
Frequently asked questions
What does Modern Strategic Brand Management & Public Relations Masterclass (PR-007) cover?
This course covers Public Relations through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 1 - 5 June 2026, with additional classroom dates and mirrored Online / Live options listed in the course schedules section.
Who should attend this course?
Public Relations Professionals, Marketing Managers, Brand Managers
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Yes. The course detail page includes both classroom sessions and Online / Live sessions, with online options aligned to the same course dates for easier planning.
Where are classroom sessions delivered?
Current classroom venues include Amsterdam, London, Kuala lumpur, Barcelona, Istanbul, Paris, Munich.
Still Have Questions?
Contact the academy team for course details, delivery options, and delegate guidance.
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