The Nuts and Bolts of Public Relations

Practical craft over theory

This course is built around the physical tools of the job: the press release, the story pitch and the media contact list. Working through these artefacts gives a concrete picture of how a PR team turns a company's story into material that journalists can actually use.

Who should take it

It suits people new to PR who need to produce their first outreach materials, such as communications assistants, small-business owners handling their own publicity, or marketing staff asked to take on media work. The beginner level means no prior background is expected.

Key takeaways

• Consistency matters: every piece of collateral should reflect the organisation's mission and values.
• Working with journalists is presented as a skill to be learned rather than a matter of luck.
• Measurement and ethics sit alongside writing, so results and conduct are part of the job.

Expect a course focused on execution, with the skills list pointing toward branding and cross-team work.