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Micro-Credential Publicity & Promotion for Events - Introduction

Trebas Institute’s Micro-Credential will provide you with the necessary knowledge and skills to get started on your path to becoming a publicist and promoting events.

This introductory course in publicity and promotion teaches the student to understand the effectiveness of using publicity and promotions to attract audiences for a variety of events such as Festivals, Conferences, Corporate Meetings, Concerts, Hospitality Events, Galas and Fundraising Events. In this course, students will learn about creating a media opportunity, event publicity, writing a press release, understanding the limitations of media deadlines, story development, writing, production of digital press kits, photography, audio clips and the distribution process for video, audio and music clips and photography.

This lecture - workshop will introduce students to media training in order to become a spokesperson, how to develop and pitch a personality or an event, how to get your “15 minutes of fame”, how to develop and create a cross-promotional media event, how to pitch a story to news, sports lifestyle and entertainment media.

This course will focus on being “media ready” for event publicity of an event on a national and international level. Through demonstration, discussion, and practice, students will learn the technical processes of capturing and editing news clips by “getting noticed and getting in the news” and understand how to write an effective and persuasive news narrative that audiences will want to hear about and read about.

Tuition fees

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Key facts

Intakes: January, April, July and October

10 weeks (30 hrs)

Daytime classes


Program Category: Event and Entertainment

Campus: Toronto

Domestic Students

Program Overview

The New Rules of PR (5h)

  • The Publicist
  • Publicity
  • The Media
  • The convergence of social media
  • New Rules of communications

Creating a PR & Promotions Plan (10h)

  • Research on creating a plan
  • Topic Selection
  • Target Audiences
  • Crisis Communications
  • Social Media Messaging vs PR Key Messaging

Production & Style (7h)

  • Writing for PR
  • Working with Talent
  • Recording Formats
  • An Image is worth a thousand words

Sales and Marketing Case Studies (4h)

  • Recording and Creating Work
  • Sharing more than selling
  • Working with Podcasters
  • Effective writing

Publicity and Social Media 4h

  • Executing the PR & Promotions Plan
  • Growing your coverage nationally
  • The importance of links in your news releases
  • Targeting the media for optimal results

Get in touch

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Students Hivan Arvizu Soyhivan Unsplash

Skills and Competencies

Throughout this program, you will develop some of the following skills and competencies:

  • Identify the basic requirements to obtain media coverage
  • Define the phases of planning in any PR & Social media campaign
  • Determine the costs and production requirements for a client’s PR campaign
  • Provide assistance with production research, scripting and distribution for a client’s PR and promotions plan
  • And much more!
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