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