PR that PAYS™ Communication and PR Strategy Programme

Communication and PR for the reputation you deserve

Stop holding yourself back. With the PR that PAYS programme you will experience the real power and impact of strategic communication and PR. Using the PAYS™ framework, Ellen Carroll will personally guide you to create, implement and benefit from a strategic and joined-up approach that delivers relationships, reputation, and recognition.

What will you gain?

PR andCommunications


At the end of the PR that PAYS™ programme, you’ll have the metrics and results at your fingertips to prove the value and impact of your PR activity.

Content and B2BCopywriting


You’ll be strategic with a transformational PR plan in place – one that delivers real impact for your own business or the organisation you work for.



You’ll have clarity and feel supported, encouraged and well-connected giving you the confidence to implement everything you’ve learned.

How does it work?

The PR that PAYS™ programme is delivered over four PAYS modules – providing a proven PAYS framework and path for you to follow to identify your Purpose, create your Assets, measure your Yield and then Sustain your success. The programme is accredited by the PRCA and you can choose the best level of support to suit you, online or face-to-face, community membership, one-to-one or with your team. 


Identify your purpose and have a clear understanding of where you are now and where you want to be – what would success look like to you?  


Create your PR that PAYS plan and a compelling set of assets to achieve your Purpose.


Agree on your metrics and measures to record and celebrate the value of your PR – your PR Yield.


Keep your success going with a priority checklist of activity and the tools to sustain your PR success for the long term.


Who is this course for?

PR andCommunications

Business owners & leaders

Fed up of being over-shadowed and not getting the recognition you deserve. You are ready to step things up, build relationships, reputation and recognition for your business or organisation.

Content and B2BCopywriting

Marketing practioners

With increasing PR and comms responsibility – seeking specialist PR support and guidance, and looking to stop wasting time and money on PR that doesn’t work.


PR & comms practitioners

Who are looking to get off the tactical hamster wheel, with the headspace and support to be more strategic and able to demonstrate value, and really make a strategic impact.

“The PR that PAYS™ programme and working with Nellie PR has been life-changing for me and our business.

Charlotte Gatward, Gatwards of Hitchin, Britain’s oldest family jeweller

Louise Hart

"Lots of enquiries since we started working with you and we’ve upped our strategy game with our marketing! Your sessions with us have been so beneficial."

Louise Hart
Associate Interior Designer | Fruition Design

Virginia Rubio Barbero

"PR that PAYS is the perfect training. With online classes and tools, you create your own PR plan and get the supervision of an expert all the way, so you don’t feel lost in your planning. From the beginning, I’ve had the help and support of Ellen, who has explained every step and answered all my questions. Progressing through the course is very easy. I’d highly recommend it to any marketing or PR professional, but also to small business owners that need to put their company on the map!"

Virginia Rubio Barbero
Marketing Officer | Devon County Council

Jaki Bent

"Although we have a lot of passion, we were and are really up against it in terms of the limited time available to dedicate to our PR and marketing. However, thanks to the PR that PAYS programme, we now have more focus, are building our strategy and are well on our way to having a real PR plan in place. Slowly and steadily we are putting into practice much of what we've learned and it is starting to pay off. At the same time, it is helping us to measure what is working - so we know where best to spend our time and energy effectively."

Jaki Bent
Founder | If Everyone Cares &

Fiona Geeson

"It has been invaluable to have Ellen as an experienced ‘sounding board’. The PR that PAYS programme has enabled me to follow a more coherent, logical structure – helping me to take a better approach to my PR and marketing strategy. Ellen is extremely knowledgeable, experienced and helpful and the programme has given me the confidence that I’m on the right path."

Fiona Geeson
Marketing Communications Manager | Ashfield Meetings & Events

Charlotte Gatward

"Thank you again for all your help. So happy I joined your programme! I always come away from our calls feeling so energised and inspired and the programme has really helped us to get clarity on our purpose. As a result, our messages are now all consistent and our PR is really focused and achieving great results."

Charlotte Gatward
Owner | Gatwards of Hitchin, the UK’s oldest family jewellers

Choose your programme

On demand


Join the membership community
On-demand access: learn when you want to learn
Over 10 hours of video lessons
Monthly drop-in sessions
Templates, toolkits, and worksheets
A private community group for ongoing support and opportunities
Annual get-together and success celebration.

VIP Live


One-to-one kick-off call
Four intensive PAYS sessions
Live video lessons
Go at your own pace option
Monthly drop-in sessions
Expert guests
Templates, toolkits and worksheets
Strategy review
Private community group for ongoing support and opportunities
12-month access to the programme online
Annual get-together and success celebration.



One-to-one kick-off call
Four in-person strategy sessions
Quarterly check-in-sessions
12-month plan review
Full online access to PR that PAYS programme
Templates, toolkits, and worksheets
Private community group for ongoing support and opportunities bespoke to you
Added bonus sessions
24-month access to the online programme
Exclusive discounts on future services and training
Free access to Pitch Craft for Press Coverage training
Annual get-together and success celebration.

Your instructor and guide

Ellen Carroll

Ellen Carroll is a strategic communication and public relations expert. Delivering public relations to be proud of, Ellen loves helping people, businesses, and organisations to step out of the shadows to create opportunity, demonstrate value and secure real impact with PR that PAYS™. At the PR coalface for more than 26 years, Ellen has worked in-house, agency-side, freelance and as a business owner – running Nellie PR for over 16 years. A PR champion who is both strategic and a doer, Ellen is a PRCA Measurement Champion, member of the CIPR, Women in PR and the PRCA (PR & Comms coach and mentor). She is also the PR and Comms specialist for Propolis, the global B2B marketing community and will be right by your side throughout the PR the PAYS™ programme and in our community.

You can connect with Ellen on LinkedIn: Ellen Carroll LinkedIn.

Member of

Women in PR
CIPR Member
PRCA Approved

Find out more

If you’re interested in finding out more about the PR that PAYS™ programme, and the different options and support provided, please join book a call with Ellen.