Online Training Platform for PR Practitioners gets international approval

International PR Association (IPRA) endorses the PR Training Academy and recommends their courses to its 12,000-strong global membership base.

IPRA, the International Public Relations Association, has just announced its endorsement of the PR Training Academy and its online courses. Philip Sheppard, Secretary General commented that: “This new partnership with the PR Training Academy is just what our members have been waiting for. There is an enormous demand worldwide for PR Training. Making it online is just perfect for global reach and remote working”.

The PR Training Academy is a membership platform for PR practitioners, providing online courses in communications disciplines like writing feature articles, negotiating sponsorship, shooting smartphone video or training your voice for radio.

The PR Training Academy was created in response to independent global research among practitioners that identified the need for bite-sized, laser-focused communications training which was available 24/7. Launched in Estonia, the home of e-learning in Europe, in September 2019, it is now the recommended training resource for IPRAs 12,000 members globally.

The research was conducted by over a two-year period spring 2017 to spring 2019 among pr professionals worldwide. 56.7% of respondents were working in the business for 10 years or more. When asked to identify the greatest challenge facing their business 57.4% said: keeping abreast of social media and communications.

Those same practitioners ranked their most preferred options to upskill as:

  • 64.2% commuter learning (bite sized information by video, text and audio)
  • 43.3% 27/7 access to quality online courses
  • 40.3% access to a suite of online professional courses
  • 40.3% wanted online skills training with professional feedback
  • 35.8% online training by industry expert
  • 29.9% online access to courses in segments lasting 3 hours
  • 25.4% access to employee eLearning platform


Ellen Gunning, director of the PR Training Academy explains: “Corporate bodies rely on PR professionals to craft messages to their employees, customers, stakeholders and community. Those messages are delivered across multiple platforms in a variety of formats. The skills that PR professionals need are developing and changing. The PR Training Academy provides online, bite-sized PR courses which enhance existing skill sets and will keep PR professionals on top of their game.”

The director of the PR Training Academy, Ellen Gunning, is the author of the international text “Public Relations – A Practical Approach” taught on campus worldwide and is the founder of the PR Training Academy.

Background to IPRA

IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations’ annual global competition, the Golden World Awards for Excellence (GWA). IPRA’s services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship.


Source: PR Training Academy