BeginnerStart here. No prior knowledge assumed.
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Lesson 1
What is PR in the Digital Age?
How PR has evolved — from press releases to digital PR, earned media, and reputation management.
Lesson 2
Media Relations Basics
How to build relationships with journalists, what makes a story newsworthy, and how to pitch effectively.
Lesson 3
Press Release Writing
The structure and writing of press releases that actually get coverage — and the common mistakes.
Lesson 4
Digital PR
Earning links and coverage through content — data studies, research reports, and creative campaigns.
Lesson 5
Online Reputation Management
Monitoring brand mentions, responding to reviews, and managing how your brand appears in search.
What is digital PR?
What makes a story newsworthy?
IntermediateBuild on the basics.
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Lesson 1
Crisis Communications
How to manage a PR crisis — the first 24 hours, messaging principles, and rebuilding trust.
Lesson 2
Thought Leadership PR
Positioning executives and brand as industry voices — speaking, publishing, and award strategies.
Lesson 3
Social Media and PR
How social media intersects with PR — monitoring, rapid response, and the social media crisis.
Lesson 4
PR Measurement
How to measure PR outcomes — coverage quality, share of voice, sentiment, and linking to business goals.
Lesson 5
Influencer Relations
The intersection of PR and influencer marketing — building media-style relationships with creators.
What is the most important step in a PR crisis?
How does digital PR benefit SEO?
AdvancedDepth, edge cases and strategy.
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Lesson 1
SEO and Digital PR
How digital PR earns links that improve organic rankings — the connection between PR and SEO.
Lesson 2
Journalist Pitching
How journalists think, what makes a story, and the pitching strategies that get responses.
Lesson 3
Press Office Management
Running an in-house or agency press office — systems, coverage tracking, and stakeholder management.
Lesson 4
International PR
Running PR across multiple markets — agency network management and cultural adaptation.
Lesson 5
AI in PR and Communications
How AI tools are used in PR work — monitoring, writing, analysis, and the boundaries of AI use.
What is share of voice in PR?
What distinguishes good media pitching from spam?