PR402 Developing the Strategic PR Plan

PR402 Developing the Strategic PR Plan

About This Course

This course provides hands-on experience in building a public relations strategy for an organization and a product release or event PR plan. Instructors will examine how technology, tools, and content marketing practices open opportunities to build awareness for organizations and drive actions. Participants will link their PR strategies to specific business goals, important dates, and business metrics, and explore how to find thought leaders in a given marketplace in order to understand and leverage their influence.


Course Snapshot


Once per year (Fall)


4 weeks


Course Schedule         Register Now

Businesswoman leading a presentation


Strategic communication is the total effort of an organization to inform, motivate, and connect with its various audiences. As social media and the immediacy of digital media takes over the news cycle, understanding how an organization is perceived by its internal and external audiences is essential for...

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Build a well-developed strategic PR plan for their portfolios;
  • Define frameworks for thought leader engagement and editorial planning;
  • Plan and develop content/assets for modern PR engagement;
  • Leverage earned, owned, and paid content across channels for maximum effect;
  • Integrate technology for effective ROI reporting.

The Learning Environment

This class is fully online and includes live, online sessions with the instructor.

Other Courses in this Certificate Track

Enrolling in the full certificate program allows for more comprehensive learning in regard to strategic communications and public relations.

Courses may be taken individually and in any order unless otherwise noted. Four courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.