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Media Relations Learning how to work with the media is key to a PR practitioner’s success. Students will learn the rules and techniques for conducting media relations, writing effective PR pitches, and what to do beyond the PR pitch or after the story runs. Includes pitching practice and role playing. -
Media Lists This module covers how to develop a media list, who to target, what to capture on the list, understanding roles and titles of media contacts, and much more. -
Account Service Learn the secrets of exceptional account service including client relations. Understanding the role of the account coordinator, working independently and as a team. Also covered is reporting, tracking and measurement as well as new business and becoming a trusted advisor. -
PR Planning Review of the basics and elements of a professional, comprehensive, multi-step PR Plan, from the planning statement and research through to budget and measurement. Students will be tasked with creating a complete plan of their own. -
Finance for the PR Pro Topics include invoicing, billing cycles, time and value billing, the high cost of mistakes, profit and productivity, budgeting, and more. -
Ethics and Etiquette Ethics play an important role in the professional practice of public relations. In addition to learning about ethics and PRSA’s Code of Professional Conduct, students will learn about proper conduct with clients, effective email correspondence, working with others on the team, accountability, and rules for business etiquette. -
Writing for PR - 201 The more advanced level of news release writing styles and formats will be covered in this module, along with editing skills and AP style. Articles, blogs, social media posts and effective interviewing techniques are among the learning topics. -
Special Events Every PR pro needs to know how to plan and implement a press conference, whether in person or not. Other basic event planning and PR work for social, anniversaries, open houses, grand openings, seminars, meetings, and celebrations/milestones are part of this module. -
Writing for PR - 101 Students will learn how to write a news release along with the various types, styles and formats of this PR tool. Also covered are media alerts and calendar listings.
