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.
STRATEGIC COMMUNICATIONS AND PUBLIC RELATIONS
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.
- PR403: Writing for PR
- PR404: Crisis Communications & Image Management
- PR401: Intro to Strategic Communications & Public Relations (This is a prerequisite for PR402: Developing the Strategic PR Plan)
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.
Janet Johnson is president of O’Johnson Partners, providing interim marketing leadership and digital marketing services for B2B and B2C businesses. She has held key marketing leadership positions with top technology companies including Apple, Enron Broadband Systems, Puppet, Now Software, and Merant. Janet has a BS in Psychology and Political Science from Western Washington University.