PR AGENCY TRAINING – SITETRAIL CERTIFIED
Free PR courses · Practical agency skills
Win better clients. Deliver stronger work.
Build a business worth keeping—or selling.
Eight in-depth courses for modern PR agencies. Develop your skills in lead generation, AI, media outreach, pricing, brand discoverability and reputation—with practical tools you can apply to client work.
Free lessons, worksheets, assessments and individual course certificates. No account required.
Your agency, from growth to expertise
8complete courses
33practical modules
134in-depth lessons
198assessment questions
Choose a useful starting point
These suggested routes help you focus. There are no prerequisites or locked lessons.
Start with a focused pipeline, then turn new business into sustainable accounts.
1. PR Agency Lead Generation →4. PR Agency Pricing & Client Retention →
Build a reliable editorial operation and an outreach strategy grounded in useful stories.
2. PR Agency AI Transformation →3. PR Agency Outreach Strategy →
Develop connected services around discoverability, executive expertise and original evidence.
5. PR for AI Search & Brand Discoverability →7. Executive Authority & Thought Leadership →8. Original Research & Newsworthy Campaigns →
Build crisis readiness before an urgent media enquiry becomes a live client emergency.
The complete PR agency curriculum
Follow the full sequence or choose a course around the decision in front of you. Every course has its own lesson path, practical assessment and downloadable certificate.
COURSE 01 · 6 MODULES · 24 LESSONS
Build a focused prospect pipeline through LinkedIn organic outreach, Grok-assisted workflows, paid campaigns, journalist-led event relationships and agency partnerships.
Build as you learn:
A 90-day agency lead generation plan
COURSE 02 · 4 MODULES · 16 LESSONS
Redesign routine work around Codex and Grok. Develop human editors, collect original client evidence and build an accountable editorial operation.
Build as you learn:
An AI transformation plan and editorial playbook
COURSE 03 · 6 MODULES · 24 LESSONS
Start with newsworthiness and earned media. Understand the different routes into Forbes, Inc. and TechCrunch, then build a purposeful mix of outreach and supporting products.
Build as you learn:
A credible media outreach and coverage plan
COURSE 04 · 5 MODULES · 22 LESSONS
Price sustainable packages, protect scope and margins, demonstrate client value and earn renewals. Prepare your agency for investors, acquisition and a successful handover.
Build as you learn:
A pricing, retention and agency sale-readiness toolkit
COURSE 05 · 3 MODULES · 12 LESSONS
Connect credible brand information, expert insight and relevant media with the questions buyers ask. Observe AI answers carefully and report what the evidence supports.
Build as you learn:
A client-ready brand discoverability campaign
COURSE 06 · 3 MODULES · 12 LESSONS
Prepare your response team, verify fast-moving claims and communicate clearly under pressure. Connect reputation recovery to real corrective action.
Build as you learn:
A crisis readiness and recovery service plan
COURSE 07 · 3 MODULES · 12 LESSONS
Turn firsthand experience into distinctive ideas, useful commentary, interviews and speaking opportunities. Build an authority programme an executive can sustain.
Build as you learn:
A 90-day executive authority programme
COURSE 08 · 3 MODULES · 12 LESSONS
Turn an industry question into defensible findings, clear charts and a story worth covering. Build an evidence pack and a coordinated research-led campaign.
Build as you learn:
A research brief, evidence pack and campaign proposal
Course artwork is AI-generated illustration. Worked teaching cases are identified within the lessons.
Learn it. Practise it. Use it.
Study original examples, contrasting decisions and process visuals. Lessons explain the reasoning behind the work, not just a list of tactics.
Turn each lesson into a useful plan, brief, checklist or client decision. Save in your browser and download copies to keep.
Test your judgment, read explanations and complete a separate assessment for each course. Review your strengths and the areas to practise.
Free Sitetrail certification
Each course ends with its own assessment. Review your overall result and module scores, then download a personalised certificate image and prepare a LinkedIn caption.
The eight assessments contain 198 questions altogether. Certificates are issued separately for each course; this hub does not issue a combined programme credential.
Yes. The lessons, worksheets, scenario checks, course assessments and downloadable course certificates are free. No account or product purchase is required.
Agency owners, account directors, media relations teams, editors and communications professionals. Begin with the course that addresses your current role, client brief or business challenge.
The numbered sequence moves from agency growth and operations into specialist services. You can follow it in full or take any course independently. If you are building an agency, start with lead generation and return to pricing before selling the work.
Study at your own pace. Each course shows its modules and lesson count, and the worksheets need additional application time. Work through one lesson, apply it to a realistic brief and review your scenario answer before continuing.
Progress, worksheet entries and assessment results are stored in the browser when storage is available. They do not sync between devices. Clearing browser data removes local records, so download the work you want to retain.
The curriculum teaches independent outreach and editorial judgment first. Optional supporting products include NewsPass for SEO, PR and GEO goals, and the Guest Post Marketplace for hand-picking from thousands of publications by audience fit, relevance and budget. Paid support does not guarantee independent editorial coverage, rankings or AI citations.
Yes. The free Sitetrail SEO course and certification provides a separate learning path to complement your PR skills.
Your free trial starts automatically. No license key is needed yet.
