Public Relations Campaign Management Training

Learning Outcomes

• Apply public relations theories and principles to design a campaign strategy.
• Analyze stakeholder groups and tailor communication messages to diverse audiences.
• Develop a comprehensive PR campaign plan including objectives, tactics, and budget.
• Implement media relations activities and manage press releases, events, and digital content.
• Evaluate campaign effectiveness using qualitative and quantitative measurement tools.
• Demonstrate ethical and professional conduct in all PR activities.

Target Audience

This course is designed for marketing and communications professionals, PR practitioners, and managers responsible for planning or executing public relations campaigns within their organisations.

Prerequisites

None — open enrollment. However, a basic understanding of marketing or communications is beneficial.

Course Outline

Practicals

Overview

Hands-on practicals allow learners to apply PR campaign concepts in simulated real-world scenarios. Through group work, learners research, plan, implement, and evaluate a mock campaign, developing tangible deliverables such as research briefs, press releases, and evaluation reports.

Practical Activities

• Practical 1: Stakeholder Analysis and Research Brief — Learners conduct a stakeholder analysis for a given organisation and draft a research brief for a campaign. (4h)
• Practical 2: Campaign Strategy and Content Creation — Learners develop a campaign strategy, core message, and create sample content (press release, social media post, and media kit). (5h)
• Practical 3: Media Relations Simulation — Learners participate in a simulated media conference and handle a mock crisis scenario, responding to media inquiries. (4h)
• Practical 4: Campaign Evaluation and Reporting — Learners analyse campaign data (provided) and produce an evaluation report with KPIs, findings, and recommendations. (5h)

Summatives

Each delegate is assessed continuously throughout the course via daily exercises, scored practical assignments, and a final summative test at the end.

Practical Assignments — 30%

Practical assignments are observed and scored against a rubric during the practical sessions. Each delegate's practical mark is averaged into a single 100% score and contributes 30% to the final total.

Daily Exercises — 20%

Every training day ends with a multiple-choice exercise scored out of 100%. The scores from each daily exercise are averaged across the duration of the course to produce a Daily Average mark, which contributes 20% to the final total.

Final Test — 50%

On the last day a final summative test is written. It is a multiple-choice paper with multiple-answer questions: each question may have more than one correct option, and a single wrong selection on a question marks the entire question wrong — no partial credit. The final test is scored out of 100% and contributes 50% to the overall mark.

Final Total

Component	Out of	Weight
Practical Assignments (rubric-scored)	100%	30%
Daily Average (multiple choice)	100%	20%
Final Test (multi-answer multiple choice)	100%	50%
Final Total	—	100%

All marks are recorded on the AATICD LMS and visible to each learner under their account.

Certificate

How it works

• Certificates are auto-generated on the AATICD LMS as soon as the marks pass the 50% threshold.
• Each certificate is a branded PDF with the delegate's name, the course title, the unit standard ID, NQF level, credits, and the date of issue.
• You can download or print your certificate from your LMS dashboard at any time after issue — there's no reissue fee and no expiry date.
• If you scored under 50% you can sit the final test again at the next scheduled session at no extra cost.

Where to find it

Sign in to the LMS, open your dashboard, and your certificates appear under My Certificates. Each entry has a View / Download button and a print option.

Training Discounts

Group discounts apply automatically — the more delegates you enrol, the greater the saving. Discounts are calculated at 3% per 5 delegates, scaling up to 40% off for 100+ delegates.

Delegates	Discount
5	3% off
10	6% off
15	9% off
20	12% off
25	15% off
30	18% off
50	30% off
75	35% off
100	40% off

3% discount per 5 delegates, up to 40% off for 100+ delegates. Contact us for a custom group quote.