Interact with and learn from senior professionals in the industry who have helped develop our courses, meaning you’ll have the inside secrets on how to become a pro.
With our training and certification, set yourself apart from other candidates when applying for roles or display within your own business to provide confidence in your abilities as a value adding professional. With the support and guidance of our tutors, be certain of receiving regular feedback and developing skills that are directly relevant to job outcomes in your chosen field.
- Introduction – It’s PR not ER. Strap yourself in for our crash course on PR 101 powered by Australian marketing communications agency, Romano Beck, which has been bringing personality back to PR since 2014.
- Agency life – your first job – No-one can adequately prepare you for PR agency life. This section tells you ‘how to act’, what to do, what to expect, the types of personalities you might encounter, how to get noticed, tips for proofreading, what ‘client-ready’ means and about being briefed.
- Media relations – working with the media can be the most rewarding part of your role. In this chapter, we cover the importance of knowing media titles, understanding news value, expanding your mind, building relationships and the art of pitching.
- Writing – in this chapter, we stress the importance of KISS (Keep it Simple Stupid), reading and introduce you to writing for email, for the media and for social media.
- Event management – here we explore the types of events you may deliver, our process, the importance of budgeting, client approvals, dealing with suppliers, guest list management and the all-important Instagram moment.
- Sponsorship leverage – we have worked with some of the biggest sporting and cultural event sponsors in the world, including Emirates, Longines and L’Oréal. This module provides examples of sponsorships, talks about how we leverage them and most importantly, our approach to running branded campaigns.
- Major event PR – from the New York ball drop to Mardi Gras and Coachella, major events are big business attracting millions of fans, spectators, partygoers and guests. This unit offers you an insight into the world of major event PR.
- Social media – Social media for the purpose of marketing emerged in the mid 2000s but changed the way we conducted marketing with the launch of Instagram. This module will give you a taste of the world of social and how it fits into our daily lives as PR professionals.
- Working with influencers – most brands want an influencer strategy. The influencer market is mature, sophisticated and broad-reaching. There is strategy involved, and this chapter gives you the tools you need to negotiate an influencer partnership.
- Working with celebrities – from Usher to Rachel Zoe, Niall Horan to Gigi Hadid, we’ve worked with some of the biggest names in the country and the world. This unit explores endorsement negotiation, brand alignment and on-ground management.
- Reporting – reporting the return on investment of PR campaigns is incredibly important and is one of the critical roles managed by new PR professionals. This chapter unpacks the process of reporting and translates the jargon.
- Conclusion – we tie up the whole show in a bow and get you on the tools with an assignment that will provide a perfect portfolio for an interview or help you sharpen your campaign skills. Romano Beck Directors will mark the assignment.
+ A Glossary of terms – we’ve thrown in a gift with purchase and written a comprehensive glossary, giving you a dictionary of the most important words you’ll need to know and use in the workplace.
Career Enhancement Modules:
Speak to a Course Advisor for further information on additional courses that can improve your employment outcomes and future goals.
Entry-level PR agency roles include:
- Account Co-ordinator
- Account Executive
- Senior Account Executive