PR Knowledge Hub Capability Pathways

Step forward - choose your Pathway today

PR Knowledge Hub Capability Pathways are a unique, structured and affordable approach to professional development, designed to help you enhance your professional, organisational and communication capabilities. Expanding on the Global Capability Framework,  PRKH Pathways are tailored to help you develop knowledge and understanding in specific areas of public relations and leadership communication, providing a clear route for you to build the capabilities you need to succeed in today's complex operating environment.

Buy your Pathway courses individually  or become a Platinum subscriber, complete your  Pathway sessions and access all the other courses on offer over twelve months - affordable excellence at your fingertips.
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The PR Knowledge Hub Capability Pathways are a unique opportunity for you to develop your capabilities across practice areas and have that learning recognised. Pick a pathway, build your knowledge and develop your understanding. Expand your understanding of AI in PR. Improve your ability to prepare for and manage a crisis.  Deepen your knowledge of the digital dimension. Review your approach to risk. Unleash your creativity and much more.

Why a Pathway?

The Global Capability Framework set out to answer a crucial question - is there a set of capabilities that define the PR profession globally? The answer was a resounding yes. The international research team identified the key capabilities that professionals around the world need to excel in public relations and communication management.

Based on that research, we have mapped specific capabilities that support the many areas of practice, matching theory and practice to produce unique professional development and training provision to support your career growth and future success. With PR Knowledge Hub you will learn what you need to know now - and next - allowing you to carve your own path to excellence in practice.

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Focused Learning
Each pathway is designed to develop specific capabilities that are critical to your role, helping you to excel in areas that matter most.

Global and Local
The pathways are aligned with the Global Capability Framework, ensuring that your skills are relevant and recognised internationally and locally.

Practical Application
The pathways are designed to help you apply what you learn directly to your professional practice, enhancing both your capabilities and your impact within your organisation

Tailored Development
Whether you're focusing on communication, professional or organisational capabilities, there’s a pathway that meets your needs and supports your career growth.

Move Forward - Pick your
PR Knowledge Hub Pathway  

Each Capability Pathway consists of live online and on-demand sessions. Work through at your own pace and manage your professional development around your other commitments. Live sessions run regularly throughout the year so you can plan your calendar to suit your needs - and if you miss one, you can easily catch up.

AI in PR Pathway

  • Understanding AI in PR - your essential guide to artificial intelligence and best practice
  • Ethics, Risk and Reputation - understand and navigate the challenges, guard reputation 
  • Hands-On AI - explore the tools, improve productivity and get results
  • Cracking Crises with AI - how, why, and what applied AI means for crisis planning, preparation and communication
  • Managing Misinformation - learn how AI both generates and combats misinformation, disinformation and malinformation
  • Engaging Digital Publics with AI - improve public engagement and consultation with your communities and stakeholders 
  • Transform Internal Communication with AI - deepen your understanding of AI in internal communications and its dynamic role in organisational culture and change

Crisis Pathway

Launching January 2025 | 

  • Crisis Beacons - predict and prevent potential crises
  • Probability Radar - assess probability, use the risk matrix, stop the crisis before it starts
  • Power to the People - who’s who on the stakeholder spectrum from influence to impact
  • Prevention Blueprint - proactive strategies to mitigate risks and prevent crises
  • Partnership Pulse - power of collaboration in effective crisis management
  • Pillars of Protection - strategies to safeguard people, places and perceptions 
  • Performance Plus - optimise response, minimise harm, manage well
  • Crisis Compass - navigating aftermath, reflect, evaluate and learn

Core Capabilities Pathway

  • Proof Positive - measurement and evaluation in public relations and communication
  • Storytelling for Humans
  • Next Gen Word Power - Speechwriting and AI Scripting
  • Woven Words - Writing for the Web in an AI world
  • Cutting Edge News - Media Relations in the Age of AI
  • Data-Driven Storytelling
  • On Guard: Understanding Reputation
  • Trust Me: Understanding Organisational Relationships

Digital Pathway

Pathway Launch - February 2025 | 


Digital Dimensions - understanding today's digital landscape
Advancing Digital Strategy
Being Found - the new Search Imperative
Digital Horizons - prepare to evolve
Social Conscience - Navigating Unethical Algorithms
Data Driven Public Relations - your gateway to understanding how to leverage data effectively, turning raw information into actionable insights and strategies

Engagement Pathway

Complete Pathway Launch February 2025 | Highlighted Courses available now  |

Mean It - the new realities of authentic public engagement
Priority Publics - understanding who's who and who needs you most
Engagement Strategies for Complex Consultations
Engaging Digital Publics
Trust Us - building trust when issues collide
Community Connections - listening, building and understanding communities

Insider Pathway

Launching February 2025 | 

  • Transform Internal Communication with AI
  • Strong Foundations - principles of internal communication 
  • EX - Managing Employee Experience
  • CX - Navigating the Nexus of Culture and Communication
  • Strategies for Hyper-Personalised Internal Communication
  • Connections - working with tech for the deskless

Courses for You