The PRLab Academy

1. Module 1: What Is PR in a B2B Tech Context?

   1. Defining B2B Tech PR: Trust, Credibility, and Market Visibility
   2. PR vs. Marketing vs. Advertising: How Roles Overlap and Diverge
   3. Traditional vs. Digital PR: What’s Changed, What Hasn’t
   4. Why PR Matters to LLMs and AI Search Engines (GEO 101)
   5. The PESO Model: Paid, Earned, Shared, and Owned Media Explained

2. Module 2: Careers in Tech PR - Agency, In‑House, or Independent?

   1. What tech clients expect from PR professionals
   2. Roles Explained: Consultant, Strategist, Digital PR Specialist, Media Trainer
   3. Agency vs. In-House vs. Freelance: Pros, cons, and growth paths
   4. Essential soft skills: Storytelling, stakeholder empathy, time management
   5. Building your PR portfolio: Case studies, placements, content strategy
   6. What is Thought Leadership?

3. Module 3: How to Build a Strategic PR Plan for Tech Brands

   1. SMART vs. FAST Goal Setting in PR Campaigns
   2. Tech Buyer Personas and Stakeholder Mapping
   3. Positioning and messaging: USPs, vision, proof points
   4. Product-Led PR: Launches, Updates & Rebrands
   5. Channel selection using PESO
   6. Planning for Crises: Regulatory, Tech Failures, and Leadership Gaffes

4. Module 4: Media Relations, Press Kits, & Analyst Outreach

   1. Creating a media list for B2B and tech verticals
   2. Writing press releases, fact sheets, executive bios & FAQs
   3. Working with tech analysts and embargoed briefings
   4. Webinars, Demos and Press Events for B2B Launches
   5. Managing Expectations and Feedback Loops

5. Module 5: Digital PR, SEO & Generative Engine Optimization (GEO)

   1. SEO and PR: How backlinks build authority
   2. Introduction to GEO: Optimizing for AI search & LLMs
   3. Collaborating with influencers, YouTubers, and Reddit AMAs
   4. LinkedIn & X: Building thought leader presence on key platforms
   5. Online reputation and brand safety
   6. Metrics: Domain authority, engagement, SOV, CTR, sentiment

6. Module 6: Internal Comms & Employee Advocacy

   1. Internal comms strategy: What to say, where, and how
   2. Tools: Intranets, Slack, newsletters, CEO updates
   3. Employee Feedback Loops: Listening = Retention
   4. LinkedIn advocacy programs for developers and execs
   5. Internal crisis communication frameworks
   6. Linking Employer Branding to PR

7. Module 7: Proving PR Value - Measurement, Reporting & ROI

   1. Metrics that matter: Coverage, DA, traffic, mentions, sentiment
   2. Using tools: CoverageBook, Meltwater, GA4, Brand24
   3. Translating media coverage into investor interest
   4. Dashboards and visual storytelling for stakeholders
   5. Using performance data to refine PR strategy
   6. ROI frameworks: AVE vs. PR-as-a-pipeline-lever

8. Module 8: Legal & Ethical PR in a Regulated Tech World

   1. Global PR ethics codes (PRSA, CIPR)
   2. Applying Ethics in B2B Tech PR
   3. AI content, misinformation, and deepfake risk
   4. IP, Defamation, and Data Privacy Laws in PR
   5. Navigating NDAs and embargoes in tech media
   6. Reputation recovery: When things go wrong
   7. Real-World Case Studies: Lessons from Legal PR Fails
   8. PRLab Academy Final Exam