Praktical school of Public Relations

Our greatest training, five-module course certified by Education Ministry of Slovakia - for beginners and experienced
PR staff

Next edition: as agreed with the client
Where: Bratislava, Hotel Junior
Duration of course: 40 hours in five days (MON-FRI) - five modules from 8am to 4pm

Preparation of individual project and its presentation are parts of the course

Maximum group size: eight trainees

Conditions for awarding certificate: Participation in modules and completion of final paper – PR project tailored for the need of participant (the company)

Price: 1 190 EUR plus 19 pct VAT
(includes manual and worksheets, camera training, DVD, refreshments)

Five years of PR school history

Main lector: Eva ČÁNIOVÁ - holder of certificatet Thames Valley University London No. 10147592

Other lectors:

Jozef MARKO - former spokesman of VSŽ and U.S. Steel Košice steel mill, director of communication and
advisor of CEO in Slovak Forests, crisis communication specialists
Boris URBANČÍK - reporter in Slovak public TV, in private TV Markíza, in news TV TA3
Marián TAKÁČ - camera operator with rich history of media work

Training plan

Module 1 - Solving of communication problems and stress

Assertivity and empathy
Non-verbal and verbal communication
Seven laws of successful life
Communication pyramid
Information interference (misunderstanding) and its minimizing
How to solve communication problems
What can we do against stress – here and now
Breathing, balance images, axiom of pendulum
Creation of individual PR projects proposals

Module 2 - PR, external and internal communication, creation of campaigns and events

Marketing communication – ATL and BTL activities
Connection between external communication and corporate identity of the company
External and internal communication tools and new trends
Target groups of external communication
Lobbying – its possibilities and importance
Psychological principles of company´s image creation and their use in practice
Plan of campaigns, events, emotional marketing
Case studies

Module 3 - Relationships with media 1 / All you need in practice

What is interesting for media and why?
Information interference (misunderstanding) and its minimizing
Preparation of print statement and press releases – training, analysis
Possibilities of news agencies, TV, radio, printed media
Creating invitations for media - planned ad hoc (for specific purposes)
Organization of briefing and news conference
Creating of media database and media bank
How to create press kit
Law for media and information in Slovakia
Media monitoring
Meassurement of PR and media effect – in quality and quantity

Module 4 - Relationships with media 2 / Trainings before camera IN and OUT

How to communicate with media in problem situations
Golden rules in media communication – discussion and detailed analysis of lecturers´ and participants´ case studies
Training of crisis situations before camera IN - in the room
Discussion and analysis of trainings IN
Trainings of crisis situations before camera OUT - outside
Discussion and analysis of trainings OUT
Training of briefing or discussion on TV
Summary – common way of ‘no-limitists’ (extremists) and ‘smoothers’

Module 5 - Crisis communication

Issue management – how to recognize crisis
Rules of crisis communications and target groups
How to communicate with media in case of crisis
Creating of communication plan for crisis management
Content of crisis communication manual
Human aspects of crisis
Solving of lecturers' and participants' case studies

The list of PR School successful graduates in the past five years:

Gabriela RICHNAVSKÁ, Communication House
Tatiana HUSÁROVÁ, Tatravagónka (producer of railways cargo cars)
Dušan BEVILAQUA, Administration of National Park Slovak Paradise
Marián BOGA, VSŽ steel mill
Eva WITTNEROVÁ, Molex (engineering company)
Alexandra ŠVANTNEROVÁ, SkyEurope Airlines
Bibiána HROMADOVÁ, STV (public TV)
Jozef STIEGEL, Slovak Post
Marek KUNC, ZSSK CARGO railway company
Vladimír ČÁNI, Communication House
Eva HOFMEISTEROVÁ, Image
Judita ZAJÍČKOVÁ, Nafta Gbely (gas storage company)
Andrea DANIHELOVÁ, VSE electricity distributor
Beatrice SZABÓOVÁ, Rádio Východ (Radio East)
Dušan BRINDZA, Ústredie práce, sociálnych vecí a rodiny (Main Labor Office)
Lukáš BERBERICH, Communication House
Zuzana LEHOCKÁ, Košický samosprávny kraj (Košice regional self-government)
Ľubomír LEHOCKÝ, Košický samosprávny kraj (Košice regional self-government)
Peter GOGOLA, Lesy SR (Slovak Forests)
Katarína HAVLOVÁ, VÚB bank
Martin PETRAŠOVIČ, Communication House
Ján PÁLLFY, Ministerstvo výstavby a regionálneho rozvoja SR (Construction Ministry of Slovakia)
Danica BOLLOVÁ, SSE electricity distributor
Petra LOBÍKOVÁ, Trenčín water-management company
Lucia MICHALÁKOVÁ, Rádio Fajn
Zuzana PALUGOVÁ, Mediatel (telecommunications company)
Lucia ZŐLDYOVÁ, Communication House
Jana BEŇAČKOVÁ – ŠTEFEČKOVÁ, SLK Piešťany (Piešťany Spa)
Martina POTOMOVÁ, T – Systems Slovakia
Mária SLÁDKOVÁ, COMP-LET (aviation company)
Katarína ŠIMKOVÁ, Communication House

Application form