CERTIFICATE IN PUBLIC RELATIONS

How do you reach your target audience with the right media vehicle? In this age of information, almost every industry requires a coordinated and effective public relations effort to shape a company's or individual's strategy and build rapport with customers, voters, employees, stockholders, the general population, or competitors. This unique certificate is the culmination of a 30-year-old curriculum developed with a faculty of industry professionals who bring invaluable present-day experiences into the classroom.

Upon completion of the program, students have in-depth understanding of:

• The fundamental principles and practices of a PR professional through lectures, workshops, case studies, and real-life applications of PR.
• How to be a spokesperson for an organization and interact with the media.
• How to prepare and execute a powerful PR campaign or press event.
• How to publicize an event, organization, or individual.
• How to produce and use the most effective PR tools--news releases, press kits, pitch letters, media conferences, satellite media tours, market-by-market media tours, press events, video news releases, and PSAs.

This certificate is awarded to students who successfully complete six courses--four required, including one PR writing course, and two electives selected from those appearing in this section. Basic Public Relations Writing/PRFD1-9293 is strongly recommended for those without any public relations experience.

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COURSE CHECK LIST			COURSE NO.	PRICE
Required Courses (2 of these courses are required)
	Public Relations Functions and Practices Get an inside look at the nature, scope, function, and importance of public relations. This course provides recent graduates and career-changers with an understanding of... (click on course name to read more)		PRFD1-CE9640	$830
	Media Relations and Publicity Techniques Unravel the mystery of media relations--from product publicity and consumer news to public affairs issues and video news releases. Learn to channel the client's message,... (click on course name to read more)		PRFD1-CE9655	$830
PR Writing Courses (1 of these courses are required)
	Basic Public Relations Writing Writing for bottom-line results is critical in the world of public relations. Learn how to navigate complex client requirements and technical product information while generating... (click on course name to read more)		PRWG1-CE9293	$815
	Press Release Workshop		PRWG1-CE9628	*
	Beyond the Basics: Advanced Public Relations Writing and Editing There's more to public relations writing than product and personnel announcements. This course helps students write and edit the work of others--including clients and CEOs--and... (click on course name to read more)		PRWG1-CE9692	$830
	Writing Essentials for Public Relations and Corporate Communication Learn the basic principles and techniques of good writing and work through the writing process. Designed for writers with no prior experience in the field,... (click on course name to read more)		PRWG1-CE9670	$815
	The Corporate Communication Writer Writing to specific objectives as part of an overall corporate communication strategy is primary to the basic skill set of a successful corporate communication professional.... (click on course name to read more)		PRWG1-CE9622	$795
	Proposals That Win: Conception, Writing, and Execution No significant order, contract, or new account is secured without a winning proposal. Solid strategic thinking, writing, and a well-crafted presentation must be combined for... (click on course name to read more)		MKWG1-CE9652	$805
	Perfecting Your Pitch to Print, Broadcast, and Online Media Improve your pitching skills by going face-to-face with some of the most influential producers, editors, and reporters from top-tier media outlets, including FOX News, the... (click on course name to read more)		PRWG1-CE9627	$805
Core Courses (2 of these courses are required)
	PR 2.0: Using Social Media Channels to Actively Engage Customers and Their Communities Social media offers consumers unlimited opportunities to interact with companies, brands, and products. Designed for public relations professionals, social media teams, and Internet marketing managers,... (click on course name to read more)		PRAV1-CE8109	$805
	Ethics, Crisis Communication Strategy Execution and Evaluation Companies that take a proactive approach to crisis management can act immediately and reduce negative impact in the event of an unforeseen crisis. Learn how... (click on course name to read more)		PRAV1-CE9070	$830
	Issues in Advising Management		PRAV1-CE9001	*
	Corporate Social Responsibilty		PRAV1-CE9697	*
	Spokesmanship: How to Be an Effective Media Spokesperson		PRFD1-CE9295	*
	PR Research, Strategy, Tactics, Planning, and Assessment PR professionals operate in an environment that is critically dependent on sophisticated and expensive information. Like all "data gatherers," it is critical that you are... (click on course name to read more)		PRFD1-CE9642	$765
Electives (1 of these courses are required)
	Entertainment, Cultural, and Personality-Driven Public Relations Develop effective publicity campaigns and explore promotional strategies for the arts, entertainment business, and other cultural products and organizations. Examine the promotional opportunities and perils... (click on course name to read more)		PRAV1-CE9396	$815
	Marketing, Digital, or Public Relations Internship Program Meet industry insiders, get hands-on experience, and improve your marketability with an internship in marketing, advertising, research, entertainment and events marketing, data mining, interactive marketing,... (click on course name to read more)		MKFD1-CE9220	$815
	Using Public Relations as a Marketing Tool Discover how a strategic public relations program can successfully market a product, service, person, or idea. Gain insight through anecdotal material, case histories, and guest... (click on course name to read more)		MKFD1-CE9623	$815
	Professional Services Marketing and PR		MKFD1-CE9225	*
	Issues in Advising Management		PRAV1-CE9001	*
	Do-It-Yourself Marketing and PR		MKFD1-CE9344	*
	Advanced Public Relations Strategies Combine practical application with theory in this course, which helps fine-tune skills in the practice of strategic thinking and planning. Through lectures, class discussions, and... (click on course name to read more)		PRAV1-CE9662	$795
	Spokesmanship: How to Be an Effective Media Spokesperson		PRFD1-CE9295	*
	Public Relations Strategy and Execution Summer Intensive		PRFD1-CE8123	*
	Be a Powerful Presence: Skills for Female Marketing and PR Executives Some experts assert that women tend to speak, act, and build relationships in a manner that often lacks focus and strategy. The antidote is in... (click on course name to read more)		MKMG1-CE9636	$460
	PR 2.0: Using Social Media Channels to Actively Engage Customers and Their Communities Social media offers consumers unlimited opportunities to interact with companies, brands, and products. Designed for public relations professionals, social media teams, and Internet marketing managers,... (click on course name to read more)		PRAV1-CE8109	$805
	Strategies for Delivering Effective Marketing or PR Presentations To be a successful marketer or public relations professional, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask... (click on course name to read more)		MKFD1-CE9597	$805
	Social Media and Event Public Relations Strategies Designed for public relations and event marketing professionals, this course offers coaching on everything from when to use social media to publicize an event and... (click on course name to read more)		MEEM1-CE9566	$805
	Corporate Social Responsibilty		PRAV1-CE9697	*
	Pharmaceutical Marketing and PR Massive sales volume and consumer and media interest in prescription and over-the-counter drugs have led to tremendous growth in pharmaceutical marketing and PR. Learn how... (click on course name to read more)		MSTY1-CE9688	$775
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