APReCoM Fast Track Program

APReCoM Fast Track Program

APReCoM Fast Track Program

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APreCoM  which stands for  , The Association of Public  Relations and Communications Management  Firms  (APReCoM)  is a Chapter of the Public Relations Society of Kenya (PRSK)  for Kenyan consultancy firms engaged in the practice of Public Relations and Communications. Registered in 2012 under the Society’s act, APReCoM is mandated  to drive  the advancement of the profession in Kenya and to  nurturing the  goals of its members

In an effort to further it’s mandate, ApreCoM has launched  the Fast Track Program . This is an initiative done in partnership with ISA ( International School of Advertising),  aimed at  providing university graduates with a passion for communication and building brands  a great opportunity  to build a  profession  in Public Relations and Communications. Through an industry developed and led program, successful  participants of this program will also  get mentorship  job opportunities in APreCoM member agencies.

The purpose of the APReCoM Fast Track Program is to on-board entry level individuals and those who are still relatively new in their role;  giving them a sound personal and professional grounding.

The first grounding is in aligning behavior, attitude and basic skills to what is expected as a young professional. The second grounding is in the understanding of PR and communications, priming them into their roles with a foundational understanding in order to effectively play their role fit in the workplace.

Learning Objectives

  1. To develop the personal skills they need, to integrate into the work-place and role they will play
  2. To give them a top-line understanding of PR and communications
  3. Enable them to have an informed view of the specialization/ department they can best fit into
  4. To cut- down their learning curve and make them useful to the organization within a shorter time

Who is it for

We are looking to promote diversity and will not only take students from a communications/ PR field of study. We will take those from relevant fields but also anyone who demonstrates a true passion for communication and the world of building brands. They should possess the following skills;

  • Creative Thinker
  • Analytical skills
  • Decisiveness (leadership)
  • Good organizational skills and attentive to detail
  • Good interpersonal skills
  • Confidence
  • Good written and verbal communication skill

Course Delivery

This will be a uniquely interactive workshop style training, consisting of short lectures, practical  group work and discussions. It will also include the opportunity to work in organisations where they get to master their skills in a practical contest.  Finally it will entail guest speakers who will take participants through their own personal experiences of how they made it to where they are.

They will also join a mentorship program where they get mentored by the CEO of the organization they work for.

Areas of Focus 

The program is designed to reflect the  role that entry level students from the program will play. This includes;

  1. Client Account Management
  2. Research
  3. Strategic Communications
  4. Content development (offline and online)
  5. Event coordination
Personal Skills Development
1 Personal Branding
2 Principles of Account Handling
3 Business Communication and Etiquette
4 Emotional Intelligence
5 Presentation Skills
 Research and Strategic Communications
6 PR - An Overview of PR and Strategic Role in Business
7 Understanding  Business Context and Target Audience/ Stakeholders
8 PR/ Communication Audit  and Insight Generation
9 Objective Setting, Message Design and Resource Allocation
10 Approach
11 Communication Tactics/ Implementation
12 Budgeting, Impact Measurement and Resource ROI
13 Writing for Print Media
14 On-line Reputation Management
15 Strategic Event Planning
16 Understanding Photography and Videography


The APReCoM Fast Track Program is delivered by:

  1. Experienced academics who have made a significant contribution to the pool of knowledge of Public Relations and Communication in including the chaiman of APreCoM, Lawrence Gikaru, former PRSK Chair, Maragate Maranga , Okoth Obado and other seasoned practitioners in the field.
  2. Guest speakers: Business leaders and accomplished professionals in the field of PR and Communication

Contact hours             : 32 hours

Group Work                : 20 hours

Working hours             : 60 hours

Study hours                 : 10 hours

Teaching Pattern        : Lectures + videos + case studies + group work presentations

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