Welcome to Elma's PR Academy!

Helping brands with purpose boost business growth and ramp up impact through PR.

I design and deliver online courses for pioneers, purpose-led brands and changemakers. They're developed to give you a voice and a platform so you can drive positive change and boost sales through public relations.

I work with people who run their own ventures or work for small business, which are finding solutions to the world's problems. 

From CICs and the arts, to sustainability and innovation brands, I give you the tools and confidence to work with the media, without compromising on your mission, your voice or your values.

Using by 25 years' experience of working in communications, I'll guide you and

  • demystify the world of PR
  • show you how to build a strategy that meets your business goals
  • guide you in spotting your uniqueness 
  • help you create fresh angles, stories and messaging
  • provide in a supportive and non-judgemental learning experience
  • coach you to further enhance your learning.


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    "The course really made me look at PR differently and how to come at it from a business point of view not just a reader. This course not only gave me the insight, but also the confidence to go to editors/ journalists to start showcasing what I have to offer as a business and person. This course is a great place to kick start your PR skills!” - Kate Auguste, founder of mi apparel, leading sustainable fashion campaigner and student.

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    “It’s such a well thought out course. The progression is gradual and very manageable if you have a busy schedule. Feedback is given with every submission. Every lesson gives you key information to help you understand the process of PR, contacting the correct journalists and creating a press release. I’ve thoroughly enjoyed it.” - Tanya, founder of Naturally Naked Co and student

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    “I really enjoyed this course. As a complete novice when it comes to PR, I found the course easy to understand as it was broken down into manageable chunks with interesting activities. It has really helped me to define my USP and, with Elma’s feedback and suggestions, I now have a pitch that I would be happy to send to the press!” - Heather Bain, founder of Charistay and student

Meet Elma Glasgow

Experienced PR specialist with a mission to do good.

I started my career at the UK’s first-ever digital PR agency, where I worked high-calibre clients such as Sony Music, Warner Bros., and Twentieth Century, as well as independent film companies and record labels. I then spent seven years in the charity sector, where I delivered numerous press campaigns for charities such as the British Red Cross and Comic Relief. What’s more, I've helped small businesses, politicians, charity-corporate partnerships, festivals, and consumer brands meet their strategic goals by developing and delivering campaigns in the UK and overseas. I'm also a trained life coach! I love weaving together my passion for purpose-led brands and giving people the support and confidence they need to do their own PR.
Elma, PR course leader is pictured holding her phone and smiling

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