
the right course
Live webinar
19:30–21:00
Day off
Day off
Video lecture opens
from 08:00
Day off
Day off
Day off
- 01.intro
- getting to know the curator and the course agenda
- learning about classmates’ expectations and backgrounds
- 02.what is PR?
- 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)
- 03.copywriting
- 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
- 04.PR goals & target audience
- 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
- 05.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 06.SEO & Digital PR
- 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
- 07.PESO model
- 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
- 08.content formats & new media formats
- 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
- 09.building a press list
- 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
- 10.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 11.media outreach & art of pitching
- 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
- 12.PR goals & metrics
- 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)
- 13.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 14.working with journalists
- 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
- 15.influencer marketing
- 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
- 16.PR in B2B
- 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
- 17.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 18.PR for Hardware Startups
- 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
- 19.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 20.awards & events
- 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
- 21.PR tools
- 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
- 22.Q&A session
- student questions answered
- homework discussion
- topics requiring additional clarification
- insights from the curator
- 23.final project defense & graduation
- presentation of individual projects — your own PR strategies
- lecturer feedback
- course wrap-up
- student feedback on the curator and program
job vacancies for graduates
of Global PR course
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.

what to expect
intensive training with curator support every step of the way
18–20 hours of practice per week: webinars, video lectures, homework, cases, and a final project
15 homework assignments with curator feedback to help solidify skills
analysis of current global PR cases to see how things work in real life
certificate of achievement — upon completing at least 80% of assignments and defending the final project
final project — your own PR strategy with audience, goals, channels, and measurable results

price of the course
48 000 UAH
pay by yourself
or through your employer

price of the course
48 000 UAH
pay by yourself
or through your employer
have you decided?
here's how to get on the course
1apply
2fill in the form
3pay for the course
4become a student
- 1
apply
- 2
fill in the form
- 3
pay for the course
- 4
become a student

reviews.
what students say
*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?
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first step is yours

Want to ask something else? Email to hello@prjctr.com or call +38 067 418-95-78.
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