PR401 Intro to Strategic Communications & Public Relations

Certificate Track: Strategic Communications and Public Relations

Strategic communication is the total effort of an organization to inform, motivate, and connect with its various audiences. Understanding how your organization is perceived by its internal and external audiences is essential for success. These audiences may include employees, consumers, the general public, the media, specific stakeholders, and investors. In order to communicate effectively with an audience, we must first understand how messages are created and framed, how people respond to messages the way they do, and how to best employ communication strategies to advance organizational goals. 

This course provides an overview of the principles of strategic communication, including the history and evolution of modern day public relations. We will also examine public communication strategies, the media, audience identification, message development, and the role of strategic communication in society. The ethics of persuasion and the critical role of digital media in developing and executing a successful public communication campaign, will also be discussed.Register now link

Topics Covered:

  • History and overview of strategic communication
  • Differences between public relations, marketing, advertising, media relations, and journalism
  • The functions of public relations and strategic communications in organizations
  • Professional ethics
  • Critical and emerging issues in social media

Learning Objectives:

  • Define and apply key ideas in the field of strategic communication
  • Explain the difference between communication functions and specializations
  • Identify their own values and communication frames
  • Understand the difference between ethical and legal
  • Evaluate audiences and identify appropriate communication channels

Cost: $549
Discounts may apply, please refer to the registration page for details.

Instructor: Lisa Schauer
 Lisa Schauer thrives on connection, loves a challenge, and believes the key to any successful team or organization is communication. She has worked in government, private industry, and not-for-profit organizations. Lisa holds a BA in Political Science, a BA in Public Relations from Gonzaga University, and an MA in Organizational Leadership from George Washington University. Lisa is a certified Herrmann Brain Dominance Instrument (HBDI) facilitator and is also a Certified Professional Services Marketer (CPSM) by the Society of Marketing Professional Services. She is the President of PointNorth, a consulting firm committed to strengthening leaders and empowering teams to do the right thing by listening, learning, and leading.  Most recently, Lisa was the Chief Operating Officer and Senior Vice President for a regional engineering and construction firm. Lisa has served on various Boards and Committee’s and is a champion for community involvement and philanthropy. 

This is a fully online course.


Questions  Questions about this program or course?  Contact us.

Custom Training  Interested in bringing this program to your organization? Contact us.