PR403 Writing for PR

Certificate Track: Strategic Communications and Public Relations

The scope of this course reflects a strategic and ethical approach to modern public relations writing and communication. This is the third course in the Strategic Communications & Public Relations Certificate program, and the class is fully online. It teaches basic public relations writing techniques, producing tools such as news releases, media kits, and techniques of effective media pitching. The course emphasis is on the importance of writing and communications for the professional public relations practitioner in business and government, with an eye to ethics in this challenging time of information. Register now button

In this course, students learn

  • How to approach a media relations/PR campaign with a solid foundation and framework
  • How to effectively and ethically communicate with your target audiences and stakeholders
  • How to build a strategic and tailored approach to pitching a product or campaign
  • How to apply SEO to your PR/Media relations campaign

For their portfolios, students create

  • A visual and engaging press release, optimized with SEO
  • A compelling pitch letter/email
  • A press kit for journalists
  • Mini strategic plan surrounding an announcement, with a focus on evaluation and behavioral change

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

Instructor: Jenna Cooper
Jenna CooperJenna Cooper, APR, has served as Director of Communications for both Portland State University’s School of Business and DoveLewis. She has also served as the main Public Information Officer (PIO) at NW Natural, handing most media calls and emergency situations. Before NW Natural, Jenna worked on that account and others for CMD Agency in the award-winning earned media department.

Cooper’s communications campaigns have won several PRSA Portland Spotlight awards. Both the Associated Press and the prestigious Texas Headliners Foundation have awarded her for excellence in journalism. Career highlights include reporting on the numerous court challenges and recounts stemming from the 2000 Presidential campaign, the 2003 Space Shuttle Columbia disaster in North Texas, and the 2004 volcanic activity on Mt. St. Helens.

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.