Public Relations and Communication Training

Learning Outcomes

• Apply the principles of public relations to manage stakeholder relationships effectively.
• Analyze communication needs and design targeted messages for diverse audiences.
• Evaluate the impact of public relations activities on organizational reputation.
• Implement a basic public relations plan using appropriate communication tools and channels.
• Demonstrate effective writing skills for press releases, newsletters, and social media content.
• Integrate ethical practices and cultural sensitivity into public relations strategies.

Target Audience

This course is designed for marketing and communication professionals, public relations officers, and managers who need to enhance their skills in stakeholder engagement and corporate communication. It is also suitable for entrepreneurs and team leaders responsible for organizational image and media relations.

Prerequisites

None — open enrollment

Course Outline

Practicals

Overview

Learners apply PR theory through hands-on writing, planning, and simulation exercises. Practicals build confidence in media relations, campaign development, and stakeholder communication.

Practical Activities

• Writing Workshop: Press Release and Media Advisory — Learners write a press release and a media advisory based on a given scenario, then peer-review and revise. (4h)
• Media Interview Simulation — In pairs, learners take turns as spokesperson and journalist, conducting a mock interview on a controversial topic, then debrief. (4h)
• Communication Plan Development — Teams develop a 6-month communication plan for a real or simulated organisation, including stakeholder analysis, objectives, messages, channels, and budget. (4h)
• Campaign Simulation: Crisis Communication — Teams respond to a simulated crisis scenario, crafting a statement, Q&A, and social media posts, then evaluate effectiveness. (4h)

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.