01
a PR manager or communications specialist
who wants to move from local PR to international markets and work with foreign media
02
a marketer or brand manager
who wants to integrate PR into the marketing strategy and work systematically with brand reputation
03
a junior PR specialist or career switcher
who needs a structured foundation in global PR for confident professional growth
04
a PR Lead or Head of PR
looking for clear frameworks, KPIs, and approaches to scale PR across multiple markets
05
a founder or business / NGO leader
who wants to use global PR as a systematic growth tool
we will help you choose
the right course
the right course
no extra recommendations, just what you need
- getting to know the curator and the course agenda
- learning about classmates’ expectations and backgrounds
- key responsibilities of a modern PR specialist in digital environments
- types of audiences in PR and which ones to prioritize
- media relations vs PR — what’s the difference?
- useful resources and links (podcasts, Telegram channels, web resources)
- what is copywriting and why brands need it
- how brand voice works and how it differs from tone of voice
- how to build brand communication
- case studies: Spotify, Netflix, Duolingo
- the role of PR goals in brand and business strategy
- the difference between PR goals, objectives, and tactics
- SMART principle and measurability of PR results
- target audience research and media consumption
- shaping a value proposition and newsworthiness for the media
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- basic SEO principles and their role in PR strategy
- SEO & PR synergy: how to boost reach and visibility
- working with keywords in PR: research and application
- selecting and evaluating resources for digital outreach
- PESO structure and the role of each channel (Paid, Earned, Shared, Owned)
- differences between channels and their functions in PR strategy
- combining PESO channels to achieve PR goals
- evaluating PESO effectiveness and common mistakes
- the role of content formats in modern PR and the product-first principle
- core PR formats: press releases, guest articles, expert commentary, reviews
- new media formats: podcasts, newsletters, Telegram channels, listicles
- working with data, visual formats, and infographics
- newsjacking as a tool to amplify media presence
- principles of building a relevant press list for specific PR goals
- identifying key media roles and choosing the right contact
- journalist research: activity, topics, influence, relevance
- tools for contact discovery and email database management
- structuring and maintaining your own media contacts CRM
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- outreach preparation: research, media segmentation, and channel selection
- working with journalists beyond pitching: presence, engagement, long-term relationships
- effective pitch structure: subject, message, proof, CTA
- personalization, timing, and follow-ups
- pitch vs press release: differences, common mistakes, best practices
- defining PR goals: quantitative and qualitative, with focus on who / what / how much / by when
- linking goals and metrics across paid, earned, shared, and owned channels
- outputs / outtakes / outcomes model and real-life application
- key PR metrics: media, SEO, social, traffic, conversions
- measurement tools and result interpretation (GA, Ahrefs, listening tools, frameworks)
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- journalists and PR professionals: similarities and differences
- how newsrooms work and what makes news
- how to write to journalists so your brand actually interests them
- the role of influencers in PR and brand communications: trust, impact, reach
- types of influencers and collaboration formats: from one-off integrations to ambassadorships
- goal-setting, platform selection, and audience-brand fit
- finding and selecting influencers: relevance, engagement, reputation, risks
- managing collaborations: briefing, content quality control, results measurement
- differences between B2B and B2C PR: audiences, decision-making processes, communication focus
- the role of PR in B2B sales: trust, market education, sales KPI support
- newsworthy moments in B2B: what and when to pitch
- thought leadership and contributed content as the foundation of B2B PR
- analyst relations: working with analysts and influencing the buyer journey
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- PR specifics for hardware products: constraints, risks, longer cycles, higher stakes
- working with product reviews: media selection, review pitch, Reviewer’s Guide, timing
- media channels for hardware: tech, lifestyle, business, trade publications
- influencers, bloggers, and celebrity collaborations: opportunities and risks
- additional PR tools: podcasts, contributed content, research, events
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- the role of professional awards and events in a brand’s PR strategy
- choosing relevant awards: why participate and how to assess relevance
- leveraging awards wins to strengthen reputation and media presence
- event formats in PR: owned and partner-led, online and offline
- preparation, participation, and follow-up for maximum PR impact
- tools for market, topic, and journalist research
- tools for media outreach and press list management
- tools for mention tracking, analytics, and PR performance evaluation
- tools for content creation and material preparation
- organizing work with news, sources, and your PR pipeline
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- presentation of individual projects — your own PR strategies
- lecturer feedback
- course wrap-up
- student feedback on the curator and program
Set aside time:the course includes7 lectures,9 webinars,7 Q&A sessions,metrics,tools,insights from guest speakers,and a final project —your own PR strategy.
author and curator
CEO at Calibrated, author of the PR Telegram channel PR_pub.
15+ experience in Digital PR and Media Relations. Brings products to the pages of TechCrunch, Business Insider, CNBC, Mashable and other foreign media.
reviews.
what students say
Evgeniya Kuguk
PR Manager at Loio
“The course is amazing! Yulia is always ready to help and answers all questions. The guest lecturers — SEOs, content writers, and journalists provide valuable insights. You’ll leave the course with a broader perspective on teamwork and a tested, ready-made PR strategy.
Daria Samokysh
Head of PR at Ahrefs
“In a year, you might forget the course details, but when sitting at lunch with a BBC journalist, you’ll realize it gave you concentrated, practical experience. In just six months, we published 128 articles in US and UK media, including Forbes and Wired. Now, journalists not only visit us but also invite us to their offices.
Olesia Sypalo
PR Team Lead at EXMO
“This course is pure practice and real-life examples you won’t find in books. Yulia teaches you everything—from writing a pitch and following up to finding journalists, choosing podcasts, and applying for awards. A truly hands-on experience!
Yana Andyol
PR Director at Delfast
“PR can feel chaotic, but this course provides a step-by-step system for building strategies for products and entire companies. I now know how to communicate with journalists effectively and understand their values and needs.
Amina Episheva
PR Manager at Ajax Systems
“Global PR offers concentrated best practices for working with Western media. The tools and insights inspired me to exceed my PR goals by 200 %. One of the best investments in education I’ve made!
Alyona Guseva
PR & Comms at Let’s Enhance.io & Claid.ai
“This course felt like a mentoring session with a communication psychologist. It brought clarity to the chaos of PR, helping me organize my knowledge and focus on what really matters.
Marta Fedoniuk
Marketing Specialist at Koyfin
“An excellent course packed with useful material, comprehensive feedback, and relevant guest lectures. It exceeded all my expectations!
Diana Kushnir
Marketing Manager at DDD Agency
“The practical approach, Yulia's feedback, and live communication were outstanding. Easily one of the best courses I’ve ever taken.
Anastasiia Kiosieva
Global PR Lead at KIVI
“The course project was incredibly helpful for applying the knowledge I gained. I now have a ready-to-implement plan for work.
Iryna Bilotserkovets
Research and Strategy Lead at SenseIT Solutions
“Everything was perfect. The course struck the right balance of difficulty and practicality. It’s the best PR course in Ukraine!
tuition cost
and payment options
Installment for
6 payments
6 payments
8 500 UAH/month
Installments from Monobank, PrivatBank, PUMB, izibank for 6 payments
Access to video lectures and live webinars
Curator feedback and practical homework
Course project on a real product with a client
Certificate and recommendation in LEZO after successful completion
Installment for
3 payments
3 payments
17 000 UAH/month
Installments from Monobank, PrivatBank, PUMB, izibank for 3 payments
Access to video lectures and live webinars
Curator feedback and practical homework
Course project on a real product with a client
Certificate and recommendation in LEZO after successful completion
can be paid by employer
Full payment
for the whole course
for the whole course
51 000 UAH
Your tuition can be paid by your employer
Access to video lectures and live webinars
Curator feedback and practical homework
Course project on a real product with a client
Certificate and recommendation in LEZO after successful completion
92,7% of students are satisfied with studying at the Projector, and 82,2% of students managed to realize their goals with the help of courses
*According to the research of the Projector.
The study involved 567 respondents
among graduates of the courses in 2022.
FAQ
- who is this course not suitable for?
- is this course right for me if I already work as a PR manager or PR Lead?
- how practical is the course?
- how much time and involvement does the course require?
- will the course help me specifically with global PR?
apply.
first step is yours
Want to ask something else? Email to hello@prjctr.com or call +38 067 418-95-78.
Educational services are provided through access to public educational resources on the Internet, including virtual classrooms and an educational platform. The course falls under computer literacy training services within the meaning of clause 197.1.33 of the Tax Code of Ukraine.
apply.
first step is yours
first step is yours
