Advertising and Public Relations Essentials Certificate Program

DePaul University

How long?

  • 5 days
  • in person

DePaul University

Disclaimer

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Full disclaimer.

Who should attend

his program is ideal for anyone who:

  • Wants to learn the basics of PR
  • Is looking for a refresher PR course
  • Wants to learn about PR in today’s digital era
  • Is newly responsible for in-house PR
  • May start working with or in a PR agency

About the course

The Internet has transformed public relations. Across every PR discipline, from media relations and news releases to contributed content and influencer marketing, digital has changed PR and ushered in a plethora of new tools, tactics, and platforms for successfully and effectively delivering the right messages to the right audiences at the right time. Whether you work in-house or in a PR firm, this five-week certificate program will help you to improve your knowledge and application of public relations in today’s digital age. The Public Relations Essentials in a Digital World Certificate Program takes you inside public relations with information and exercises that will enable you to implement the latest digital and traditional PR tools, techniques and channels and create an effective digital PR strategy. In this program, you will learn how to develop well-crafted, cogent digital content, various ways to pitch traditional and digital media to generate press coverage as well as tips for maximizing content and placements.

Benefits

In this course, you will:

  • Learn the fundamentals of PR in today’s digital world
  • Become familiar with various digital and traditional PR tools, tactics, channels and platforms
  • Hear how to work with the media to obtain press coverage
  • Gain real-world experience evaluating digital content and writing PR copy

Syllabus

Week 1

  • Why “Public” Relations
  • Why PR is still important today
  • PR upsides and downsides
  • Traditional vs. digital PR
  • Digital PR distinctions
  • Creating an effective PR strategy
  • Online newsrooms

Week 2

  • Building a customer profile
  • Writing for your target audiences
  • Channels and platforms
  • News releases

Week 3

  • Tools and tactics to generate press coverage and reach target audiences
  • New rules for reaching the media
  • Pitching the media
  • Newsjacking

Week 4

  • Thought leadership
  • Influencers
  • Social media and PR
  • Developing a content plan to boost PR efforts
  • Creating awesome content

Week 5

  • Media monitoring
  • Spokesperson training
  • Reporting and measurement
  • Resources
  • Final Project: Analyzing a company’s digital content

Experts

Glynis Gibson

An award-winning communications professional, Glynis Gibson has more than three decades of public relations, communications, marketing, writing and editing experience. As president of Gibson Communications, Inc., which she founded in 1991, Glynis provides full service PR and communications consu...

Advertising and Public Relations Essentials Certificate Program at DePaul University

From  $795

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.