THE POWER OF THE MESSAGE - MODERN PR SKILLS

In today’s world, where public attention is the most limited resource and reputation is the most valuable currency, modern PR has become one of the essential skills for both professional success and personal branding. The workshop “The Power of the Message” is designed to help participants understand how PR works today - not only through traditional media, but also across digital platforms, social networks, and live events - while offering practical tools for creating clear, authentic, and influential communication.

Through a mix of theory, real-life examples, and interactive exercises, participants will learn how to craft messages that stick, how to gain visibility in the right context, and how to present their ideas, brand, or organization in a way that inspires trust and influences audiences.

What we cover in the workshop:

PR and Communication Essentials
We start by defining what PR truly means today - much more than just media relations. We explore strategic brand perception management, the differences between PR, marketing, and advertising, and why reputation is the foundation of all effective communication.

Visibility, Message, and Impact
How does one become visible in the public eye? We examine the role of media, social platforms, and events, analyzing examples of individuals and brands that built recognition strategically - as well as those who made mistakes along the way. Special attention is given to authenticity and consistency of messaging, storytelling techniques, and creating memorable statements. Participants practice condensing their ideas into three powerful sentences that audiences will remember.

Message in Action - Simulation
The final part of the workshop focuses on the connection between communication and social impact. Using real campaign examples, we show how messages can shape perception, inspire change, and drive action. We also address the thin line between influence and manipulation, as well as the role of ethics in communication. In the practical segment, participants will write a short press release, prepare a media or social media pitch, and take part in a crisis communication simulation - learning how to manage pressure, maintain brand integrity, and calm public concerns.

Additional Information

  • Duration: 3 sessions × 3 hours

  • Group size: limited to 9 participants (to ensure an interactive, personalized experience)

  • Certificate: all participants receive an official Molèn Academy certificate

  • Payment: possible in two installments (except for last-minute registrations)

  • New dates: starting October 2025

LECTURER

Teodora Bogdanović - Editor in Chief, Elle