A practical PR course covering strategy, media relations, press office, influencers, events, and crisis communications. Lecturer: Ania Znamerovska, 10+ years in PR.
Language of course:
Ukrainian
Format of the event:
Online
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Course overview
Description generated based on course syllabus and open data.
PR. BASIS is a practical public relations course: strategy, media relations, press releases, influencer work, event PR, and crisis communications. Lecturer: Ania Znamerovska (10+ years in PR), founder of znamy pr agency, ex Head of PR at Netpeak; clients include INTERTOP, SKELAR, I AM IDEA, BOGIKA, Turbo.ua, KSE; organizer of executive events and industry conferences.
Who PR. BASIS fits and who it does not (PR focus)
Suitable for PR entry and systematization
- Beginners in public relations seeking core PR and media relations tools.
- Marketers and SMM specialists integrating PR into communication strategy.
- Founders and entrepreneurs shaping brand reputation and working with media.
- Communication managers in creative industries (fashion, IT, entertainment).
Not suitable
- Those expecting a narrow advertising or performance marketing program.
- Those seeking instant publications without PR strategy and content preparation.
PR problems → communication outcomes
- Problem: No clear PR strategy. Outcome: goals, audiences, messages, and KPIs are defined.
- Problem: Weak media relations. Outcome: relevant media mapping and editorial outreach workflow.
- Problem: Ineffective press releases. Outcome: structured news angles, headlines, and quotes.
- Problem: Unclear influencer selection. Outcome: criteria, briefing, and transparent reporting.
- Problem: Reputation risk exposure. Outcome: crisis plan and response matrix prepared.
- Problem: Entering international media. Outcome: English PR package and award submissions adapted.
Comparison with PR alternatives
- Self-learning (articles/podcasts): fragmented knowledge; quality control is challenging.
- General marketing courses: PR covered superficially without depth in media relations or crisis protocols.
- Mentorship/internships: case access varies; press office and events not always included.
- PR. BASIS: structured modules with hands-on PR docs (brief, press release, media list, Q&A, crisis scripts).
Results from completing PR. BASIS
PR modules and media relations practice
- Foundational PR strategy: objectives, messaging, tone of voice, news angles.
- Media relations: editorial mapping, pitching lists, embargo, spokesperson comments.
- Press office: press release, media kit, briefing docs, quote verification.
- Influencer relations: selection criteria, cooperation formats, transparent reports.
- Event PR: press events, checklists, post-communication.
- Crisis communications: risk matrix, message templates, Q&A.
- International PR: English materials adaptation and award submissions.
Course Description
Lecturer
Ania Znamerovska9+ years in the profession
- pr lead & founder of znamy pr agency- Ex Head of PR at Netpeak- among clients: INTERTOP, SKELAR, I AM IDEA, BOGIKA, Turbo.ua and Kyiv School of Economics (KSE)- organized private events for top managers from INTERTOP, Planeta Kino, Ajax Systems, MEGOGO, COMFY and others- held more than 10 conferences on digital marketing
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