Baltic Media Ltd. is offering:

1. closed courses(for one specific Client – an institution, company or similar);
2. open courses(for several Clients simultaneously; details on this web site)

Such an approach is required to ensure a more in-depth understanding of the topic. While working with delegates over a short period of time (a few days), due to the limited length of time it is not possible to look at significant PR topics thoroughly and analytically.

However, by arranging the sequence of the PR courses to follow each other in a logical fashion, it has been possible to create a well-balanced training system which is also the goal of the PR lectures managed by Baltic Media Ltd.

The Plan of the Baltic Media Ltd. Communication lectures comprises several different types of lecture courses:

1. intensive courses;
2. specific subject courses;
3. introductory courses;
4. online courses.

A. Intensive courses

Intended for those already in their profession, but who are willing to improve their knowledge and skills, to share their views and take the advice of others.  The course involves theoretical and practical training which lasts for several days, paying attention to specific areas of public relations. The work is organised so that lectures and workshops follow each other, thereby consolidating the acquired skills and testing them by practical case studies.

Duration of each intensive course: three days; from 10.00 to 14.00 (three academic hours, including breaks).

1.      Strategies for informing in PR work.

2.      People’s PR, event marketing and sponsorship.

B.   Specific courses of PR theory and practice

The courses are arranged in five cycles. One week each month, four days in a row (from Monday to Thursday), 3 hours daily, from 10.00 to 14.00 (including breaks).

Topic 1 (1^st month)

Information as a key PR tool

1.1.  Information and peculiarities of its impact:

-         profitability of constructive communication;

-         ensuring feedback;

-         respectability

-         obligatory and volunteered information;

-         models and forms of information.

1.2.  Product and PR:

-         strategic platform and planning;

-         timing;

-         creative aspect;

-         communicative tool of a deal;

-         touch of fashion;

-         the Media segment;

-         endurance and regularity.

1.3.  Information – in a crisis situation;

-         preventive measures;

-         tools;

-         finding and using ways out;

-         communicative method of crisis prevention;

-         setting up a crisis team;

-         crisis alertness test.

1.4.  Topical issues of communication and disturbances;

-         multi-layer information and simplifications;

-         reality x communication = the mechanism for forming a company’s image;

-         outdated models;

-         commercial goals as checkpoints of communication;

-         conditions of rhetoric.

1.5.  Visual communication.

Topic 2 (2^nd month)

Contacts with the public, permissible influence, the ethics of PR and new standards of work

2.1.  Public affairs and lobbying:

-         visible and invisible factors;

-         developing solitary arenas of influence;

-         parallel decision takers;

-         implementation of a concept.

2.2.  legal aspects of PR, links with the public:

-         differences of methodology;

-         development of strategies;

-         implementation of strategies;

-         goals of public contacts;

-         financial communication and rules of the stock exchange.

2.3.  distinctions of PR in foreign countries;

-         differences in business relations;

-         distinctions in the use of PR genres in various countries;

-         PR work in foreign countries.

2.4.  Borrowing of specific genres and their naturalisation.

2.5.  Historical evolution of PR genres and incompatibility of topical issues.

Topic 3 (3^rd month)

Missionof PR in different market situations

3.1. “Road show” of a product:

            - emergence of a new product on the market;

            - supply of a product within the existing system;

            -  making a brand more distinct;

            - stressing the characteristics of a brand;

            - changing the profile of a brand;

            - capacity of PR.

3.2. PR and advertising:

            - purchased and free publicity;

            - relationship problems of PR and advertising.

3.3. Planning of PR work, implementation:

            - realistic and unrealistic plans, goals and strategies;

            - cornerstones of implementation;

            - informative material, news for the press, list of media;

            - illustrations, photographs, films.

3.4. Evaluation of PR work:

            - evaluation possibilities and methods;

            - advertising method;

            - quality method;

            - public effect method.

3.5. Other methods of PR work evaluation

Topic 4 (4^th month)

Opportunities for PR in oversaturated advertisingconditions

4.1. Knowledge PR and work with the media:

            - selection and development of basic facts;

            - division of duties;

            - functions of a PR expert.

4.2. Exaggerations and new methods:

            - excessive infatuation with printed media;

            - five new methods of PR work;

            - work with PR offices or D.I.Y. (do-it-yourself).

4.3. Internal PR:

            - co-ordination of internal affairs;

            - development of internal regulations;

            - matrix of activities.

4.4. Textual communication:     

            - Intranet;

            - Telephone and virtual meetings.

4.5. Commercials and the modern imperatives of PR.

Topic 5 (5^th month)

Media contacts

5.1. Novelty criterion;

            - what is news, and how should it be prepared for the media;

            - direct contacts with the media;

            - a PR article;

            - meeting the media (informal meeting, visiting a company, seminars,                    conferences).

5.2. Interviews:

            - in printed media;

            - in electronic media.

5.3. Rights and options during an interview:

            - requirements;

            - reasonable critics;

            - technique of interviewing.

5.4. Digital PR:

            - determining the audience on the Internet;

            - clarifying the digital PR situation;

            - genres of digital PR.

5.5. Effects of the media and PR confrontation in the modern media area.

C. Introductory course

PR and advertising communication

Basic principles of PR

The Introductory course is intended for newcomers to the public relations area. No prior knowledge is required, except for interest and motivation in the subject. Length of the course: three days, from 10.00 to 14.00 (three academic hours, including breaks).

D. Online courses

The course is planned as a partly attended course and partly as distance learning via the Internet. The goal of the course is to facilitate studying and give answers to specific questions regarding everyday PR work and the media.

Duration of the course: 15 weeks.

Lecturer: Sandra Veinberg, Ph.D.

© Baltic Media Ltd.