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Strategic Public Relations

  • Mix high-level strategy with experience-based learning to better understand the practice of public relations (PR) in today's communications landscape.
  • Maximize your PR impact by using new platforms and channels.

Learn how businesses, governments and individuals use PR to create and maintain stakeholder relationships, drive business results and protect reputations. Whether you are new to public relations, a seasoned communications professional or a manager interested in better understanding the strategic PR landscape, you will find this certificate key to mastering public relations skills and strategies to advance in your career. This program will teach you to create PR plans, messages and narratives; leverage social and digital media; handle media relations, crisis communications and reputation management - and more. Taught by seasoned practitioners, the program pays particular attention to the Internet and the rise of social media, new realities for traditional media and demographic and cultural change.

What You'll Learn

  • Create public relations plans that apply the fundamentals of research, strategy, tactics and evaluation.
  • Identify and manage key audiences, issues and crises.
  • Integrate digital, social and mobile platforms with traditional PR vehicles.
  • Evaluate the value, impact and outcomes of PR programs.

Certificate Requirement(s)

You have three years from the start date of your first course to complete the certificate. Prior Learning Assessment (PLA) may be granted for one course.

Important: Upon completion of your certificate requirements, you must request your certificate by submitting a Certificate Request Form.

Required Course(s)