Course Description:
As more companies and organizations need to communicate their information in a cost effective, affordable and efficient manner in order to influence clients and several audiences, public relations has proved to be one of the most effective ways to achieve an organization's communications goals. This seminar, Creating an Effective Public Relations Program, is designed to help working professionals obtain such skills. The seminar is developed to provide the knowledge and practical skills an individual will need to conduct public and media relations activities. Students will develop skills on how to determine what organizational information needs are and how to manage organizational public and media relations activities.
Students will learn how to create and conduct public relations activities. The course is designed to serve as a seminar in public and media relations for students in related areas or who want to increase their knowledge in public relations in order to enhance their personal or organizational opportunities.
The workshop is intended to provide an in-depth overview of public and media relations-its strategies and tactics. The first part of the seminar will focus on the principles, theories and strategies of public relations and media relations.
The second part of the seminar will be devoted to the practical application of public relations and media relations through in-class and homework assignments. Students will learn to:
- Create a message(s)
- Plan a public relations and/or media relations campaign
- Create news
- Know what materials are needed for your campaign
- Write a press release
- Write a pitch letter
- Know what components are needed in a media/information kit
- Know what audiences and media outlets to target
- Report campaign or daily activity results
- Conduct media relations activities
In addition, the class will examine technology and how it is used within public and media relations. Students will learn how to use the Internet and online media as well as the importance of video and photography in public relations.
Once the course is completed students will have an extensive overview of public and media relations theories.
