The Nuts and Bolts of Public Relations

Overview

This course focuses on the strategic decision-making that is necessary in effective public relations practice. Learners develop audience-centered messages while learning to adapt communication across platforms and contexts. The course examines the role of social media influencers within public relations and emphasizes evaluation and measurement to assess communication effectiveness.

Syllabus

Writing the Press Release

In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.

Pitching Stories

In this module, you will learn how to formulate a pitch to share with journalists that will ensure your story makes headlines. You will practice writing a pitch and accompanying press release.

Staying “On Message”

In this module, you will learn how messaging should always ladder up to an organization’s mission and core values, and how different media require different messaging strategies.

Influencers

In this module, you will learn about social media influencers and their return on influence. You will understand why influencers are valuable to communication plans, and the different types of influencers, and how to choose one that aligns with your organization’s goals.