Advanced Professional Certificate in Public Relations and Event Marketing

Submodule 1.1. The evolution of public relations

Covers Grunig and Hunt's models and their application to event communication.

Submodule 1.2. The event as a communication tool

Analyzes the event as a means of building reputation, relationships and business.

Submodule 1.3. Experiential marketing

Explains how experiences create an emotional bond between brand and audience.

Submodule 1.4. Audiences and stakeholders

Identifies and prioritizes internal, external, institutional and media audiences.

Submodule 1.5. Image, identity and reputation

Distinguishes the concepts of brand, perceived image and corporate reputation.

Submodule 1.6. The marketing mix applied to events

Adapts product, price, distribution and promotion to event design.

Submodule 1.7. Audience research

Uses surveys, interviews and secondary data to understand the target audience.

Submodule 1.8. SMART communication objectives

Sets measurable awareness, attitude and behavior objectives for each event.

Submodule 1.9. Ethics and professional standards in public relations

Covers professional codes and the ethical limits of persuasion.

Submodule 1.10. Trends in the events industry

Analyzes hybrid formats, personalization, sustainability and immersive experiences.

Submodule 2.1. The RACE planning model

Applies research, action, communication and evaluation to a public relations plan.

Submodule 2.2. Situation analysis and SWOT

Diagnoses the strengths, weaknesses, opportunities and threats of the event and the brand.

Submodule 2.3. Defining the key message

Builds consistent primary and secondary messages for each audience.

Submodule 2.4. Brand storytelling at events

Designs narratives that tie together the concept, staging and communication.

Submodule 2.5. Selecting channels and media

Combines owned, paid, earned and shared media according to objectives.

Submodule 2.6. Communication calendar

Plans activities before, during and after the event with clear milestones.

Submodule 2.7. Communication budget

Allocates resources to press, content, advertising and activations.

Submodule 2.8. Coordinating with agencies and suppliers

Writes briefs and manages communication, creative and media agencies.

Submodule 2.9. Internal communication plan

Engages employees and teams as ambassadors for the event and the brand.

Submodule 2.10. Strategic communication document

Writes a complete communication plan ready for approval.

Submodule 3.1. How newsrooms work

Explains journalistic routines, news values and media deadlines.

Submodule 3.2. Writing press releases

Writes press releases using the inverted pyramid structure and effective headlines.

Submodule 3.3. Press kit

Prepares information materials, images and resources for journalists.

Submodule 3.4. Media mapping and databases

Segments relevant general, trade, local and digital media.

Submodule 3.5. Press conferences and presentations

Organizes invitations, logistics and spokespeople for press conferences.

Submodule 3.6. Accreditation and the press room

Manages accreditation, the working area and media support during the event.

Submodule 3.7. Interviews and media training

Prepares spokespeople for print, radio, television and podcast interviews.

Submodule 3.8. Press trips and fam trips

Designs familiarization trips for journalists and influencers.

Submodule 3.9. Working with international media

Adapts press strategies to foreign media and news agencies.

Submodule 3.10. Monitoring and press clippings

Monitors media coverage and prepares coverage reports.

Submodule 4.1. Fundamentals of event protocol

Applies rules of precedence, head tables and guest seating.

Submodule 4.2. Official and business protocol

Distinguishes institutional from corporate protocol and their rules of application.

Submodule 4.3. Managing dignitaries and VIPs

Organizes the reception, escort and seating of dignitaries and public figures.

Submodule 4.4. Institutional relations and lobbying

Builds relationships with public authorities and organizations transparently and ethically.

Submodule 4.5. Invitations and guest lists

Designs invitations, manages RSVPs and controls attendee lists.

Submodule 4.6. Hospitality and key guest care

Designs hospitality experiences for clients, partners and sponsors.

Submodule 4.7. Structured networking

Designs activities and spaces that facilitate valuable connections among attendees.

Submodule 4.8. Etiquette and intercultural communication

Adapts protocol and behavior to guests from different cultures.

Submodule 4.9. Ceremonies, awards and formal events

Plans the scripts, running orders and staging of ceremonies.

Submodule 4.10. Relations with the local community

Manages the event's impact on neighbors, businesses and local organizations.

Submodule 5.1. Segmentation and positioning

Defines the event's segments, target audience and distinctive value proposition.

Submodule 5.2. Building the event brand

Creates the event's name, visual identity, tone and brand attributes.

Submodule 5.3. Brand architecture and sub-brands

Organizes the relationships between the organizing brand, the event, its editions and sponsors.

Submodule 5.4. Pricing and ticketing strategy

Designs rates, early-bird offers, packages and prices by audience segment.

Submodule 5.5. The event conversion funnel

Plans the stages of attraction, consideration, registration and attendance.

Submodule 5.6. The attendee's customer journey

Maps touchpoints before, during and after the event.

Submodule 5.7. Content marketing

Plans articles, videos and resources that generate interest and registrations.

Submodule 5.8. Email marketing and automation

Designs automated sequences for acquisition, reminders and follow-up.

Submodule 5.9. Partnerships and co-marketing

Develops agreements with associations, media and brands to extend reach.

Submodule 5.10. Loyalty and community

Turns attendees into a recurring community between editions of the event.

Submodule 6.1. Fundamentals of sponsorship

Distinguishes sponsorship, patronage, partnerships and conventional advertising.

Submodule 6.2. Inventory of sponsorable assets

Identifies spaces, content, rights and experiences with value for brands.

Submodule 6.3. Designing sponsorship packages

Structures tiers and benefits tailored to each brand's objectives.

Submodule 6.4. Sponsorship sales proposal

Writes sponsorship decks focused on the return for the sponsor.

Submodule 6.5. Attracting sponsors

Applies prospecting, pitching and closing techniques to sponsorship deals.

Submodule 6.6. Sponsorship activation

Designs brand experiences at the event that generate genuine interaction.

Submodule 6.7. Managing sponsor relationships

Coordinates deliverables, schedules and communication with each sponsor.

Submodule 6.8. Measuring sponsorship return

Calculates ROI and ROO using visibility, lead and perception metrics.

Submodule 6.9. Post-event sponsor report

Prepares results reports that make it easier to renew the agreement.

Submodule 6.10. Responsible sponsorship and social causes

Integrates social causes and ethical criteria into commercial partnerships.

Submodule 7.1. Social media strategy for events

Defines the event's platforms, objectives, tone and editorial calendar.

Submodule 7.2. Creating audiovisual content

Produces videos, reels, photography and graphics optimized for each channel.

Submodule 7.3. Live coverage

Organizes teams and workflows to publish in real time during the event.

Submodule 7.4. Hashtags and user-generated content

Encourages audience participation and manages attendee content.

Submodule 7.5. Influencer marketing

Selects, contracts and measures collaborations with content creators.

Submodule 7.6. Social media advertising

Plans targeted paid campaigns to attract attendees.

Submodule 7.7. Digital public relations

Earns mentions and links in digital media, blogs and podcasts.

Submodule 7.8. Managing online communities

Energizes communities and responds to users before, during and after the event.

Submodule 7.9. Social listening and monitoring

Uses listening tools to detect trends and sentiment.

Submodule 7.10. Communication at hybrid events

Brings in-person and remote audiences together in a single narrative.

Submodule 8.1. Types of crisis at events

Identifies crises arising from accidents, cancellations, controversies and operational failures.

Submodule 8.2. Crisis communication plan

Prepares a manual with scenarios, roles, messages and activation protocols.

Submodule 8.3. Crisis committee and spokespeople

Defines the committee's composition, decision-making and authorized spokespeople.

Submodule 8.4. Crisis messages and statements

Writes clear, empathetic and responsible statements under pressure.

Submodule 8.5. Social media crises

Manages negative viral content and responses in digital environments.

Submodule 8.6. Coordinating with authorities in emergencies

Aligns communication with emergency services and law enforcement.

Submodule 8.7. Communicating cancellations and changes

Informs attendees, sponsors and media of cancellations or postponements.

Submodule 8.8. Rebuilding reputation

Designs actions to restore trust after a crisis.

Submodule 8.9. Crisis communication drills

Practices crisis scenarios with evaluation of responses and timings.

Submodule 8.10. Analysis of real crisis cases

Studies reputational crises at major events and their lessons.

Submodule 9.1. Public relations evaluation models

Applies the AMEC framework and the Barcelona Principles to measurement.

Submodule 9.2. Event marketing KPIs

Defines indicators for registration, attendance, engagement and conversion.

Submodule 9.3. Web and campaign analytics

Interprets data from Google Analytics and advertising platforms.

Submodule 9.4. Satisfaction surveys and NPS

Designs questionnaires and calculates the event's Net Promoter Score.

Submodule 9.5. Evaluating media coverage

Analyzes the reach, tone and quality of coverage rather than advertising value equivalency.

Submodule 9.6. CRM and attendee data management

Centralizes data to segment, personalize and measure relationships.

Submodule 9.7. Data protection in marketing

Applies data protection regulations such as the GDPR to data collection, consent and marketing communications.

Submodule 9.8. Communicating sustainability

Communicates the event's environmental and social commitments while avoiding greenwashing.

Submodule 9.9. Accessibility and inclusion in communication

Creates accessible content that represents diverse audiences.

Submodule 9.10. Dashboards and results reports

Builds dashboards to present results to senior management and clients.

Submodule 10.1. The communications director at events

Analyzes the duties, responsibilities and competencies of the head of communication.

Submodule 10.2. Integrating PR and marketing

Aligns reputation and acquisition strategies in a single plan.

Submodule 10.3. Managing teams and agencies

Leads internal and external teams with clear roles and workflows.

Submodule 10.4. Innovation and new technologies

Assesses augmented reality, generative AI and personalization in communication.

Submodule 10.5. Managing budget and return

Optimizes communication investment based on measured results.

Submodule 10.6. Presenting proposals to clients

Defends communication strategies before clients and executive committees.

Submodule 10.7. The PR professional's personal brand

Builds a professional presence and network of contacts in the industry.

Submodule 10.8. Planning the final project

Defines the event, objectives and structure of the comprehensive communication plan.

Submodule 10.9. Preparing the final master's project

Develops the methodology, deliverables and schedule of the final project.

Submodule 10.10. Defending the project before the assessment panel

Prepares the oral presentation and defense of the plan submitted.

Design of a comprehensive public relations and marketing plan for a real or simulated event, with a brand strategy, media plan, sponsorship, crisis manual, budget and evaluation KPIs, defended before an assessment panel.