what if I don't like it?

You can request a full refund within 7 days of the course start date if you decide it's not for you.

will there be analytics and metrics?

Yes. A core focus of the course is PR measurement: metrics, analytics, campaign effectiveness, and linking PR results to business goals.

can I pay in installments?

Yes. If you pay via monobank, installment plans are available — split the fee into 3 or 6 equal payments with no extra cost.

is the course suitable if I only work with Ukrainian media?

Yes, if you already have basic PR experience and want to move to the international level — we’ll help make that transition systematic.

I don’t have experience with Tier-1 media — is that a problem?

Not at all. The course provides clear frameworks for approaching such media and building relationships from scratch.

is this course suitable for founders without a PR background?

Yes, if you’re responsible for brand communications and want to understand how to build global PR.

do I need perfect English?

A confident working level of English is enough for communication and understanding the material — we operate in a real international context.

are cases from different industries covered?

Yes — from tech and startups to NGOs, culture, and fashion. Learning to think through market context is key.

will I get ready-to-use templates?

Yes. You’ll leave with a set of structures, frameworks, and approaches you can apply immediately after the course.

Global PR

build and execute global PR strategies that bring your brand to the pages of international media and deliver measurable results

experience	at least 1 year in communications
start	march 2027
group	15 students
duration	2 months
Language of instruction	English

if you are:

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

…then it’s a match!

On the Global PR course, you’ll break down how to build PR strategies for international markets — from defining goals and selecting audiences to choosing channels, formats, and KPIs. You’ll analyze the global media landscape, understand how international journalists think, and learn how to craft stories that carry news value beyond the local market.

The course is built around real-life cases, deep dives, and Q&A sessions. You’ll work hands-on with digital PR, SEO-driven communication, the PESO model, media outreach and pitching, influencer marketing, and PR for different types of businesses — from startups and B2B to NGOs and hardware products. A separate focus is placed on measurement: metrics, analytics, and linking PR activities to business goals.

skills
you’ll master

hard skills

building systematic work with local and international media: from research to long-term relationships
analyzing the media landscape of a market: topics, trends, context, and competitor positioning
defining PR goals, objectives, and metrics tied to business objectives
applying basic SEO principles in PR: keyword research, digital PR, reach optimization
creating press releases, pitches, and expert content for different markets and media formats
building and managing press lists, working with contact databases
building and managing press lists, working with contact databases
working with PR analytics: evaluating results and preparing clear, actionable reports
developing crisis communication scenarios and responding to reputational risks
working with content formats and new media (podcasts, newsletters, contributed content, research)

soft skills

defending PR strategies, decisions, and budgets to management, clients, and partners
strategic PR thinking: understanding goals, priorities, and the long-term impact of communications
building effective collaboration with cross-functional and international teams
analyzing stakeholder needs and motivations and adapting communication to different audiences
decision-making under uncertainty, pressure, and reputational risk
handling difficult conversations and resolving conflicts constructively
working with feedback and criticism from media, clients, and internal teams

we will help you choose
the right course

no extra recommendations, just what you need

write via Telegram

program

Live webinar

19:30–21:00

Day off

Video lecture opens

from 08:00

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

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

curator,program author

Yulia Petryk

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

have you decided?
here's how to get on the course

1apply
2fill in the form
3pay for the course
4become a student

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.