Introduction

This lesson plan outlines the three-month Beginner Level of the Professional Diploma in Communications and Public Relations. This stage is designed to give participants a solid grounding in the principles, tools, and practices of PR, with a focus on both global standards and indigenous Ethiopian communication traditions. The course blends theory and practice, from crafting press releases to applying storytelling techniques rooted in local culture. Trainees will also explore the use of AI tools to enhance productivity and creativity in communication tasks.

Trainee Qualification Requirements and Prerequisites

• Basic computer literacy: ability to use word processors, browse the internet, and manage email.
• Interest in communication, media, or public relations fields.
• Good written and spoken English skills.
• Minimum of 10th-grade education or equivalent.

Training Delivery

The training will be delivered using a blended learning approach, combining:

• Instructor-led presentations on concepts, case studies, and best practices.
• Hands-on exercises for press release writing, storytelling, and toolkit creation.
• Group discussions and peer feedback on assignments.
• Guest lectures from experienced PR and communication professionals.

Total Duration: 3 months (72 hours total – 24 classes × 2 hours each)

Resources Provided: PC with internet access, relevant AI writing and design tools, access to template resources.

Training Level

Designed for beginners entering the communications and PR field, this level focuses on building foundational skills, confidence in using PR tools, and cultural awareness in messaging.

Training Objectives

By the end of the Beginner Level, trainees will be able to:

• Understand the history, purpose, and scope of public relations in global and African contexts.
• Identify key differences between PR, advertising, and journalism.
• Apply core PR ethics in communication tasks.
• Create basic PR materials including press releases, media kits, and advisories.
• Incorporate indigenous Ethiopian storytelling techniques into modern PR campaigns.
• Use AI tools for drafting, idea generation, and language adaptation.
• Adapt messages for different audiences and platforms.
• Write using clear, inclusive, and culturally sensitive language.

Training Subject Areas

The Beginner Level is organized into components that introduce core communication principles, essential PR tools, storytelling techniques, and the use of AI in modern public relations. These components combine practical skill-building with a strong foundation in ethical and culturally relevant practices.

• Foundations of Communication & Public Relations: Introduces the origins and development of PR globally and in Africa, explores distinctions between PR, advertising, and journalism, and reviews core PR functions and ethics. Highlights traditional Ethiopian communication methods in governance and conflict resolution.
• Introduction to the PR Toolkit: Covers the structure and purpose of press releases, media advisories, and fact sheets. Teaches how to assemble press kits and design basic visuals using Canva, with hands-on practice creating a media kit using AI templates.
• Storytelling in Ethiopian and African Traditions: Examines the role of oral historians, elders, and cultural symbols in communication. Guides trainees in adapting local idioms, proverbs, and visual storytelling techniques for modern PR messaging.
• AI for Beginner Communicators: Provides an introduction to AI’s role in communications, from brainstorming to drafting. Includes practical use of ChatGPT for writing, and AI transcription/summarization tools like Otter.ai for content creation efficiency.
• Writing and Messaging Essentials: Teaches the inverted pyramid and storytelling arcs for PR writing, audience-specific messaging, and inclusive language practices. Introduces translation and language adaptation tools, ensuring accuracy across Ethiopian languages.

Assessment and Evaluation

• Practical assignments: press release creation, media kit assembly, and storytelling adaptations.
• Quizzes: knowledge checks on PR terminology and formats.
• Case studies: analysis of real-world PR campaigns and their effectiveness.
• Group projects: collaborative creation of a beginner-level PR campaign.

Reference Resources

• The New Rules of Marketing and PR by David Meerman Scott
• CIPR (Chartered Institute of Public Relations) beginner’s resources
• Canva design tutorials
• AI writing tool guides (ChatGPT, GrammarlyGO)
• Case studies on Ethiopian PR campaigns