This intense 15-week IRL program is laser-focused on getting you the Public Relations portfolio you need to get where you want to go in your career. It’s an excellent way to prove to yourself and the industry that you’re ready to step up and take a bold new direction. All with a focus on ideas and their execution through Public Relations.
Program Overview
Berghs Advanced: Public Relations consists of classes, coaching sessions, individual and group work, and more than fifteen briefs to furnish your portfolio. This program is perfect for international students with previous studies or experience in communications, advertising, and PR – who want to work professionally in English within Public Relations.
Your core focus will be on Public Relations. From understanding and amplifying creative ideas into the culture and the conversation, to refining your craft to perfectly match the tone of a brand. And from activating creative campaigns with PR, to better understanding media logical and knowing all the areas that a career in Public Relations can happen.
We do it the Berghs way. This means we focus on Action-Based Learning. You learn by applying a PR angle to all kinds of projects. It also means the program offers deep collaboration by bringing people with a passion and curiosity for communication from all over the world, to work together across multiple disciplines within communication. It’s the best way to prepare both your professional skills and your portfolio to get where you want to go.
The middle of Berghs Advanced: Public Relations program is an intensive six weeks designed to refine your skills in PR as your core professional focus. Your portfolio must reflect considerable professional abilities, and this is where you get to deep dive into your domain.
So, you’ll dive into the crafts of PR – from understanding the importance and craft of a well-written press release, to using media, culture, and community to find the right angle and drive discussion and action, to finding your own unique PR voice for your portfolio. This module is heavier on individual assignments and gives you many opportunities to talk to PR professionals to ask questions about the industry.
Great PR doesn’t happen in a bubble. That’s why much of our Berghs Advanced: Public Relations puts you with other ambitious students across a wide range of communicators, such as Strategists, Art Directors, Design, Copywriters, and Digital Marketers. The benefits are enormous. You’ll see communicaiton challenges from new perspectives and learn to work creatively and collaboratively to solve them – a key ingredient to outstanding PR professionals.
Intro Week
For many students, Berghs feels like a new planet (in a good way). So, we prepare you with important self-leadership and teamwork skills. You’ll also survey the leading trends in communication and understand the importance of diversity and inclusion in your work and your workplace. But it’s not all talk. You’ll also get your first two projects to work on, so you start thinking and working right away.
Module 1: Problem, Insight, Solution
Over five weeks, you work in groups individually on many briefs and learn about problem framing, insight generation, message development, and creative execution. At the end of the module, you master the ideation process and produce and present better ideas faster and more consistently. You also learn to rapidly iterate your work while becoming better at giving and receiving feedback and how to pitch ideas powerfully. This module is designed to give you confidence and to provide momentum to your portfolio.
Module 3: Value
It all comes together in the final weeks to create something unique. First, we challenge teams with a single brief to develop a strategic platform and creative solution that positively impacts the user, the business, and society. Then, using your newly refined skills to collaborate across disciplines, you’ll create a powerful case film, which functions as a capstone project and a hero portfolio piece for future PR professionals. This module pushes you outside the traditional brief’s usual constraints to create something truly remarkable and that reflects your values as professional.
Portfolio Coaching
The core of Berghs Advanced: Public Relations is our unique portfolio coaching course. This is when you get the space and support, to step back and consider exactly where you want your portfolio to take you. Then through a series of projects, coaching, milestones, and internal and external feedback, we develop the portfolio you need, as well as approaches to get your portfolio in front of the right people. It’s an intensely personal journey with a lot of support and guidance to get you into the PR and marketing industry.
You need more than a portfolio to get where you want to go in PR That’s why we introduce you to as many industry professionals as we can. This might include site visits and introductions that we can make individually if you’re interested in specific business categories or companies. We’re happy to help you to grow the network that’s right for you.
Internships
With Berghs Advanced: Public Relations you can optionally apply to ger real-world experience with some of Sweden’s best communication companies. It’s a great way to sample career options and start making deeper connections in the industry.
Advanced Public Relations Certificate
Application & Admission Requirements
Do I need any prior knowledge?
This program is for postgraduate students or people with industry experience within a field of communication, marketing, journalism or adjacent fields focused on relationship building, media, culture and community.
We expect PR students to have a good understanding of press and media, and other aspects of communication in general.
English level: CEFR B2 or higher, see www.tracktest.eu. Because your English will be assessed during your interview, we don’t require a language certificate.
Include
Please submit your application via this page. Include your CV and a personal letter explaining your related education, experience, and motivation for Berghs Advanced: Public Relations You also need to provide relevant samples or links to your work (i.e. articles you wrote, press releases, or campaign activities you might have participated in)
You will be invited to a video conference interview to assess your English level and judge your suitability for Berghs Advanced: Public Relations.
After your interview, you will be asked to complete a short task to assess how you think and work creatively. Your application documents, interview, and task will be weighed equally when evaluating your application.
