Build a complete PR system
for your business.
In seven days.
The step-by-step video course, done-for-you templates and expert strategy that gives you everything you need to confidently manage PR for your small business — from day one, forever.
One-time investment · Lifetime access · Instant enrolment
Why this exists
Most small businesses know they need PR. Almost none know how to do it.
The problem isn’t your story, your product or your brand. It’s that nobody ever gave you a proper system for getting coverage — so you either spend thousands on an agency that doesn’t deliver, or you wing it and hope for the best.
The Perfect PR Course changes that. In seven days, you’ll build a complete, working press office for your business — from strategy and messaging right through to pitching, follow-up and influencer relations. Not a theory. A system you’ll use every week.
- Average retainer: £2,000–£5,000 per month
- Typically a 3–6 month minimum commitment
- No guaranteed coverage — you pay regardless
- You remain dependent on them indefinitely
- Junior team members often run your account
- Most small businesses don’t see ROI
The full curriculum
Seven days.
A complete PR system.
Each module is self-contained with video lessons, done-for-you templates and checklists. Work through it in a week, or at your own pace.
The transformation
Before the course.
After the course.
- ✕Pitching blindly with no response
- ✕Paying thousands for agencies
- ✕No clear strategy or system
- ✕Watching competitors get coverage
- ✕No media contacts or relationships
- ✕PR feels unpredictable and out of reach
- ✓A pitch formula that gets replies
- ✓Total independence from agencies
- ✓A complete, working press office
- ✓Consistent, compounding coverage
- ✓A growing network of media contacts
- ✓PR that runs alongside your business
“One placement in a national title pays for this course many times over — and you’ll have the skills to get it, and keep getting it.”
Who this is for
For founders who are done
waiting to be discovered.
Product-based businesses
You’ve built something brilliant. Now build the PR system that puts it in front of the editors and journalists who can make it famous.
Service-based founders
Turn your expertise into consistent press coverage that positions you as the authority in your field and fills your pipeline.
Early-stage brands
Get the foundations right from day one. Building a press office early means coverage compounds — every mention leads to another.
Founders who’ve tried agencies
You’ve spent the money and not seen the results. Time to take back control with a system you run yourself — that actually works.
This course requires commitment. If you want someone else to do your PR for you, this isn’t it. But if you’re willing to invest one week — and £999 — in building a system that will save you thousands and generate coverage for years, you’re in the right place.
“Built from 25 years of running press offices for brands from scrappy start-ups to global names. This is the system I wished had existed when I started.”
— Claire Doherty, Founder · The Press Office Group
& Grapevine PR · Author
Your instructor
25 years of PR.
Taught the way it actually works.
I’ve spent 25 years in PR — launching ASOS, eBay and Amazon in the UK, running press offices for global brands and hundreds of start-ups, and managing PR budgets up to £5 million. I’ve secured 500M+ reach in a single campaign and placed brands in every national title worth being in.
I created The Perfect PR Course because I kept seeing the same thing: brilliant small businesses spending thousands on agencies that didn’t deliver, or founders trying to figure out PR alone with no system and no guidance.
I’m also the author of Foolproof Guide To Manage PR For Your Small Business and founder of The Press Office Group — a platform built to give every small business the tools previously only available to big brands.
What students say
What our students are saying.
Questions answered
Everything you need to know
- The Perfect PR Course is a seven-module on-demand video course covering every aspect of managing PR for a small business. You get the full video lessons, done-for-you templates for every document and communication you’ll ever need (press releases, pitch emails, media lists, boilerplates, case studies, influencer outreach and more), checklists for every PR activity, a PR strategy planner, and a full operating system you can implement immediately.
- None at all. The course starts from first principles and builds systematically. Day 1 covers what PR actually is and how to set up your press office from scratch. Every concept is explained clearly, without jargon. If anything, coming in without bad habits from previous agency experience is an advantage.
- The course is designed to be completed over seven days — one module per day. There’s at least 10 hours of content across the full programme, so each day is roughly 60–90 minutes of video plus implementation time. It’s on-demand, so you work at your own pace. Many students complete it over two weeks, fitting it around their existing business commitments.
- Lifetime access. Once you enrol, the course is yours — every video, every template, every checklist. You can revisit any module whenever you need a refresher or whenever your business evolves. Any updates or additions to the course are also included at no extra cost.
- By the end of Day 7 you’ll have a complete, working press office — a strategy, a media list, templates ready to send, and a 90-day action plan. You could be sending your first pitches in week one and in discussion with journalists within days of that. Students regularly report their first coverage within weeks of completing the course.
- For most small businesses at this stage — yes, significantly. A PR agency retainer typically costs £2,000–£5,000 per month, with a minimum commitment of 3–6 months. That’s £6,000–£30,000 before you see a single result — and you remain dependent on them indefinitely. At £999 once, this course gives you the skills and system to manage PR yourself, for as long as you need it.
- The course is comprehensive and designed to be self-directed. If you want additional ongoing support, The Press Office Group’s Coverage Club membership (£99/month) includes community access, live Q&As and guidance. Details at thepressofficegroup.com.
Ready to build your press office?
Seven days from now,
you’ll have everything.
A complete PR system. A strategy. A media list. Every template. The confidence to pitch any journalist in any publication — and the skills to keep coverage coming in for years.
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