Strategic PR Strategies

Most businesses have the tools to track their marketing, yet many still can't answer a basic question: is it working? Scattered dashboards, mismatched conversion counts across platforms, and tools that don't talk to each other make it hard to connect spend to results with any confidence. You'll align KPIs to real business goals, build a reporting framework, and segment audiences in GA4. You'll set up custom event tracking in Google Tag Manager, diagnose discrepancies between GA4 and ad platform data, and combine multiple sources into a single reporting backend using free tools like Google Sheets and Supermetrics. From there, you'll build dashboards and blended data sources in Looker Studio, analyze organic search performance in Google Search Console, and apply predictive audiences and offline conversion imports to sharpen your targeting. By the end, you'll be able to build a complete marketing reporting stack: aligned KPIs, clean tracking, and blended dashboards that show exactly what's working and what isn't.

When a crisis unfolds and upends the world your customers live in, the marketing playbook that worked yesterday stops working today. Consumer priorities shift overnight, budgets tighten, and every campaign you had planned suddenly needs a second look. Brands that respond with sincerity earn lasting trust; those that misread the moment get blacklisted long after the crisis ends. You'll read the psychological shifts happening in your consumers, from the bandwagon effect to Maslow's hierarchy of needs, and translate them into marketing decisions that hold up under scrutiny. You'll audit your brand's needs-gap, decide which campaigns to pause and which to continue, and choose a marketing posture that avoids looking tone-deaf or exploitative. You'll build the muscle to move fast without moving recklessly: prioritizing ideas with the ICE framework, assembling a rapid-response team, and communicating with the transparency your audience needs most when uncertainty is highest. By the end of this course, you'll be able to evaluate a crisis situation, identify the marketing moves it demands, and lead your team through rapid, trust-centered decision-making under pressure.

Public relations can build a brand's credibility in a single well-placed story, or quietly undo months of work with one avoidable misstep. This course walks through the mistakes that trip up PR professionals and business owners most often, from planning a campaign to pitching a reporter to handling the ethical gray areas of representing a brand in public. Across six skill-focused modules, you'll test whether a story is actually newsworthy, decide when a business is ready for PR, choose the right spokesperson, write a pitch that earns a reporter's attention, target the publications your audience actually reads, build reporter relationships that last, correspond with the press honestly, and keep your ethics intact under pressure. Each module pairs realistic scenarios, like a skeptical reporter reviewing your pitch, with practical checks you can apply right away. By the end of the course, you'll have a concrete set of habits for planning, pitching, and communicating that helps you avoid the errors that most often cost PR professionals credibility, coverage, and trust, and a clearer sense of what separates a pitch that lands from one that gets deleted.