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DePaul University

Advertising and Public Relations Essentials Certificate Program

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Description

Whether you are working with an agency or building your own advertising and/or PR plan, you need to have the basics to succeed in today’s market. The Advertising and Public Relations Essentials Certificate Program takes you inside advertising and public relations with information and exercises that will enable you to implement effective campaigns for attracting and retaining customers, communicating important messages and reaching your target audiences with well-crafted, cogent communications.

Full of tips and tactics, this five-week certificate program will show you how to write compelling copy, generate press coverage, successfully identify and pitch target media, assess public relations and advertising vehicles, determine what makes advertisements effective, develop budgets, work with agencies, evaluate the effectiveness of your tactics and campaigns, and more.

Benefits

  • Learn the fundamentals of advertising and PR in today’s digital world
  • Become familiar with various advertising and PR tactics and vehicles
  • Gain real-world experience writing ad copy and a press release
  • Participate in fun, practical exercises evaluating your company and other companies’ advertising and PR activities
  • Understand what makes ads successful
  • Learn how to work with the media and how NOT to work the media
  • Evaluate advertising and PR tactics your company could benefit from
  • See what tools are available to help you with your company’s advertising and PR efforts

Syllabus

Week 1—Public Relations Part I

  • And in This Corner…PR vs. advertising and the advantages and disadvantages of each
  • Why “Public” Relations?
  • Show Me the Money, Part I: How PR affects the bottom line
  • Survey SAYS!: What editors want, and don’t want, from PR people, press materials and newsrooms
  • The stepping stones of a PR plan
  • Once Upon a Time: What makes a good story
  • Extra, Extra, Read All About It: Targets, tools, tactics and opportunities for generating press coverage
  • The Digital Age of PR: Multimedia news releases and online newsrooms

Week 2—Public Relations Part II

  • Discussion of online newsrooms
  • Not Your Father’s News Release: Using news releases to reach myriad target audiences with a variety of hard and soft news
  • For Immediate Release: Do’s and don’ts of writing news releases
  • Grammar and I…or Should It Be Me?: Common writing errors and pitfalls
  • News Release Distribution Strategies: How and where to send out news releases
  • Let’s Get Real: The reality of news releases
  • Know Thy Editor, Know Thy Publication: Tools for media targeting

Week 3—Public Relations Part III and Advertising Part I

  • Media Pitching: The good, the bad and the ugly
  • Until Death Do Us Part: How to build solid relationships with the media that will generate long-term results
  • It’s Not What You Say... Actually, It Is: Tips for not sticking your foot in your mouth when speaking with the media
  • Media Monitoring: Tools to track what’s being said and where
  • Start Spreading the News: Sharing your press coverage and stories via social media
  • The Bottom Line: Measurement analytics
  • Truth to Power: Explaining and justifying PR to upper management and salespeople
  • But Wait, There’s More, Part I: PR resources
  • Take Your Marks!: Where to begin when it comes to advertising
  • Know Thy Audience: Demographics and psychographics

Week 4—Advertising Part II

  • Taking Aim: Discussion of TV shows’ target demographics
  • Working with an advertising agency
  • What’s in Your Wallet?: Tips for taglines
  • Triggering desired actions from customers
  • Types of ads
  • Ways to Get Customers to Act Now: Time-proven customer appeals and motivators
  • Write It Right: Tips for writing clear, persuasive copy using key words
  • Advertising Classics: TV, radio and print advertising today
  • Media Kits: Treasure troves of information for advertisers

Week 5—Advertising Part III

  • The Digital Age of Advertising: Facebook, Twitter, mobile advertising and Google Adwords
  • Other traditional, and not so traditional, forms of advertising
  • Show Me the Money: Measurement analytics
  • But Wait, There’s More, Part II: Advertising resources
  • 50 Shades of Gray: Tactics that fall somewhere between PR and advertising
  • Start Spreading the News: Sharing your advertising and shades of gray
  • PR and Advertising: Pulling it all together

Who should attend

This program is ideal for anyone who wants to learn the basics of advertising and PR, and those who are looking for a refresher course given the current digital landscape. It’s also perfect for those who may be responsible for implementing a new advertising or PR campaign in-house, or who may start working with an advertising or public relations agency.

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