CERTIFICATE IN PUBLIC RELATIONS

Public relations contributes to the success of every business; improved internal and external communications potentially benefit not only employees and customers, but also an organization’s visibility and partnerships. Throughout the certificate program, industry-leading instructors will use examples from their real clients to demonstrate various scenarios, including how to develop public relations campaigns and media events. Instruction will explore the history of public relations, from the rhetoric of the “Four Minute Men” to modern-day social media influencers. Participants will learn about client relations, including how to prepare spokespersons for successful interviews across multiple platforms. Instructors will explore timely examples for the industry’s current needs, from risk management to digital marketing tactics. Participants will develop proficiency in writing press releases, fact sheets, audio-visual scripts, speeches, feature stories, and commentary (letters to the editor and op-ed pieces). Instructors will utilize writing exercises, editorial assignments, and pitch concepts to help participants accomplish these assignments. Participants will also learn how public relations contribute to nonprofits’ success through enhanced education, awareness, and fundraising.

Key Concepts

• Plan and execute traditional public relations events like press conferences and ribbon cuttings from concept through completion
• Create a compelling narrative with and for a variety of media platforms
• Establish high professional standards of journalism and media ethics while navigating efficiently between clients and the press
• Expand critical thinking skills to listen, observe, make decisions, and gather information to inform public relations written materials
• Recalibrate for the new normal: how to develop messages and branding about health and safety, how to discuss businesses reopening or closing, and how to pivot business models to survive.