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PR Director: Corporate Reputation and Strategy, 370+ Tools
1,844 students
PR Director: Corporate Reputation and Strategy, 370+ Tools
PR judged by press releases, not trust? Corporate reputation, PR strategy, crisis communications, PR team leadership
Last updated 10/2026
English
English [Auto],
What you'll learn
- Lead PR as a business function: take 370+ question lists, templates, procedures and checklists in 54 downloadable resources
- Build a PR strategy linked to business goals, positioning and PR KPIs, starting from a reputation audit
- Design the corporate communications system: channels, processes, an editorial calendar and team roles
- Build the personal brand and public trust of the CEO and top management
- Manage crisis communications with a risk map, statement templates and a media checklist
- Prove the value of PR with analytics and a KPI dashboard, and defend the PR budget
- Hire, onboard, develop and keep a strong PR and communications team
- Run goals, one-on-ones, team meetings, change and conflict in a PR team, including a remote one
- Practise with a quiz, a 10-question practice test and a crisis war room role play
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
Explore related topics
Course content
7 sections • 55 lectures • 29h 15m total length
Requirements
- Experience in PR, communications or marketing, or a plan to lead a PR function
- No management training required: the people management section starts from the basics
- Nothing to buy for the course itself: the presentations are attached to the lectures
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
Companies no longer compete by the number of press releases. They compete on trust, reputation resilience and the ability to manage how the business is seen, from growth to crisis. Here are 373 tools for a PR director: 228 ready-to-use question lists, templates, procedures, checklists and matrices, 122 models and methods, and 23 services shown on screen.
Open a lecture, take the template, apply it to your next communication plan.
Why PR is still treated as a support service
PR is measured by mentions and releases, so the budget is the first to be questioned. The strategy is not linked to business goals, the CEO's public image is left to chance, and a crisis is handled by improvisation. The PR team grows without clear roles, and its director spends more time on texts than on leading people.
What changes after this course
PR has a strategy tied to business goals and KPIs. Communications run as a system with channels, processes and roles. The CEO's reputation is managed, crises follow a prepared plan, analytics prove the result, and you lead a PR team that is hired, developed and kept with clear management practices.
What is inside: 373 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 54 downloadable resources: the lecture presentations
- 228 ready-to-use tools inside the presentations:
- 60 question lists and scripts: PR budget objection responses, change audience analysis, corporate culture discovery, organizational transparency
- 45 templates and sample documents: reputation audit, PR strategy, editorial calendar, crisis statement structure
- 45 step-by-step procedures and workflows: end-to-end PR process, executive interview preparation, reputation early warning, crisis social media response
- 41 checklists: CEO public appearance preparation, crisis preparedness, crisis media relations, PR director self-assessment
- 23 scorecards, rubrics and matrices: stakeholder power-interest matrix, RACI matrix, SWOT analysis, risk probability-impact matrix
- 6 formulas and metric sets: CEO personal brand KPIs, PR output-outcome-impact metrics, employee retention metrics
- 6 other working tools: negotiation style self-assessment, team effectiveness feedback, personal histories team exercise
- 1 search string and 1 ready AI prompt
- 122 models and methods explained with examples: Message House, owned-earned-shared media, tone of voice, thought leadership
- 23 services shown on screen, including Slack, Asana, Miro, Trello and Microsoft Teams
Where the tools are
- Strategic PR (6 sections, 63 tools). The PR director's role, PR strategy, the communications system, executive branding, crisis communications, PR analytics and the budget.
- People management for PR leaders (1 section, 316 tools). Hiring, onboarding, team building, leadership styles, pay and bonuses, engagement, talent, goals, meetings, coaching, change, conflict and remote work.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe. I am also a founder and lead the strategy of my own academy.
When I joined the STB TV channel in 2010, its reputation with candidates was a disaster: people waited in queues for hours, got no feedback and left bad reviews online. We wrote the hiring process, trained the recruiters, and over time the negative reviews stopped. At Wargaming I worked alongside a Global PR Director and a regional PR director, people who shaped how journalists saw the company.
How to use the course
Start with the six strategic PR sections, then use the people management section when you build or lead your team. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 55 lectures across 7 sections, 29.5 hours
- 54 downloadable resources: lecture presentations
- 373 tools across the lessons, including 23 services shown on screen
- A quiz, a 10-question practice test and a crisis role play
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
Write down the three business goals your company has this year and one PR result that would support each of them. Enrol now and start your first lesson today.
Who this course is for:
- PR directors and heads of corporate communications
- PR and communications managers preparing for a director role
- CEOs and founders who manage company reputation themselves
- Marketing leaders responsible for brand and public relations
- Communications consultants who advise executives