Students will work at their own pace, taking each course module in order, and passing each module before moving on to the next. Upon completion of all 10 modules, students will graduate and receive their official Public Relations Finishing School Certificate of Completion.
Full Certificate Program Modules 1-10
$3,999
Description
Module 1: 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.
Module 2: 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.
Module 3: 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.
Module 4: 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.
Module 5: 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.
Module 6: 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.
Module 7: 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.
Module 8: 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.
Module 9: 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.
Module 10: Career Advancement
For this final module, students will learn about career advancement topics including networking, professional development, resumes and portfolios, job interview skills, membership in PRSA, training, and technology.