Everything you need to know to develop and implement strategic PR campaigns

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About Penman PR Skills Training Program

The Penman PR Skills Training Program is designed for those who require new or additional skills and knowledge prior to embarking on a career in public relations. 

The Penman PR skills training program provides a comprehensive learning and problem solving forum to help ensure success in your career with Penman PR.  The program begins with an example client, and examines the basic fundamentals of managing a public relations campaign. From there, we systematically move to “working level” knowledge of the specific techniques needed to move the campaign forward.

The enthusiasm and passion for teaching was evident the moment I walked into the Penman PR Skills Training Workshop.  Every student walked away empowered with the skills and how-tos for a new career in PR while extending their communication knowledge base. I highly recommend Penman PR Training Institute for its open dialogue, real world case studies and interactive learning environment.

Dell, Inc.

Social Media Evangelist

Taught by practicing PR professionals

Depending on your location, this program is taught remotely or face-to-face. You will receive a learning manual that covers all the major content areas you’ll need for your position with Penman PR, and can be used as a reference guide throughout your PR career.

Meet our founder and lead instructor:

Patti D. Hill, founder and managing principal of Penman PR and Penman PR Training Institute

Cost: $1,200

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You will:

• Learn how to build a robust PR practice
  

• Learn how to plan and implement a PR campaign
  

• Understand how editors and reporters work and what they need from you
  

• Learn how to write media pitches that get attention
  

• Learn how to work effectively work with PR clients
  

Course Content

• Overview of PR industry, tools and process
  

• Building a PR strategy and outlining tactics
  

• Media readiness: positioning / messaging, building the media lists, press kits
  

• When to use press releases or media pitches, and how to write and pitch them
  

• How to engage editors and reporters
  

• Editorial calendars - what are they and how are they used effectively
  

• Executive speaking opportunities
  

• Media tours
  

• Online communications and social media tools
  

• Financial metrics and their importance to success
  

Delivery methods:

• Instructor-led or instructor-led distance training
  

• Real-world account tactics with role-play and case studies