Become a Public Relations Specialist

Overview

Public relations (PR) specialists are the connection between organizations, news media, and the public. They play a critical role in helping shape public perception, and communicating a company’s brand. Learn the essential skills you need to become an effective public relations specialist.

Learn foundational public relations skills.
Understand the role marketing plays in PR.
Master the art of storytelling.

Syllabus

Course 1: Public Relations Foundations

Learn a modern approach to public relations. Discover an eight-step PR process to create media exposure, sway consumer opinion, and maintain a good reputation.

Course 2: Public Relations Foundations: Media Training

Learn how to speak to the media. Find out what to expect with journalists and how to tailor and deliver your message to specific media channels and audiences.

Course 3: Marketing Communications

Learn how to research your marketing communication needs, craft a message that resonates with your audience, and figure out a marketing plan that works for your team.

Course 4: Crisis Communication

Prepare your organization to communicate to key audiences in the event of a crisis that impacts your business or brand.

Course 5: Writing a Press Release

Learn how to write press releases: formal, official announcements regarding something new or significant about you or your business.

Course 6: Social Media Monitoring: Strategies and Skills

Incorporate social media monitoring into your organization's marketing strategy. Explore tools and strategies for finding, responding to, and participating in online conversations.

Course 7: Branding Foundations

Lay the foundations for a successful brand. Learn how to develop and launch a brand and measure its success.

Course 8: Advanced Branding

Branding shouldn't be an afterthought. Learn how to build and maintain a more competitive company identity with these advanced branding strategies.

Course 9: Repairing Your Reputation

Learn how to repair your online reputation. Get a three-step process to evaluate the damage, create a plan, and respond with focus.

Course 10: Shane Snow on Storytelling

LinkedIn Influencer Shane Snow shows how to tell stories about products, brands, and causes so that customers care.

Taught by

Deirdre Breakenridge, Deirdre Breakenridge, Deirdre Breakenridge, Laura Bergells, Andrea Holland, Martin Waxman, MCM, APR, Drew Boyd, Brad Batesole, Lida Citroën and Shane Snow