The Internet has transformed public relations. Across every PR discipline, from media relations and news releases to contributed content and influencer marketing, digital has changed PR and ushered in a plethora of new tools, tactics, and platforms for successfully and effectively delivering the right messages to the right audiences at the right time.

Whether you work in-house or in a PR firm, this five-week certificate program will help you to improve your knowledge and application of public relations in today’s digital age. The Public Relations Essentials in a Digital World Certificate Program takes you inside public relations with information and exercises that will enable you to implement the latest digital and traditional PR tools, techniques and channels and create an effective digital PR strategy. In this program, you will learn how to develop well-crafted, cogent digital content, various ways to pitch traditional and digital media to generate press coverage as well as tips for maximizing content and placements.

Public Relations Essentials in a Digital World also counts as an elective towards completing the Integrated Marketing Communications Certificate Program.

Programs Associated with this Course

• Certificate in Public Relations Essentials in a Digital World
• Certificate in Integrated Marketing Communications

Testimonials

“Though my degree is in public relations, I have not professionally worked in the industry and with the hopes of relocating and finding a new job, I wanted to keep my options open. Having Glynis Gibson as an instructor I was able learn helpful tools and tactics for best practices through real-life examples. Glynis was an excellent instructor who was able to provide thoughtful answers and helpful feedback thanks to her firsthand knowledge. I am so glad I decided to take this course and would love to take another course soon.”
—Erin Morrissey

“I enrolled in this class with the goal of gaining a better understanding of the challenges facing my organization’s clients in today’s ever-evolving world of PR. Glynis Gibson’s strong background in public relations supported her credibility as an instructor and ensured the course was current, relevant and full of practical information, useful tips and actual examples akin to real-life PR in today’s market. I enjoyed learning from her and would recommend this course to anyone who wants to learn the basics of PR from an award-winning communications professional.
—Abbie Sullivan

“I enrolled in this course to enhance my knowledge of the field. In doing so, I received a wealth of valuable information that significantly improved upon what I had learned while serving in public relations roles. Glynis Gibson offered professional insights and incorporated an array of public relations tools and examples to help facilitate the learning process. The course materials provided will also serve as a valuable resource for me as I develop my business. I highly recommend anyone that is seeking to expand and enhance his or her knowledge of public relations to enroll in this course.”
—Cassandra Griffin

Who Should Attend

This program is ideal for anyone who:

• Wants to learn the basics of PR
• Is looking for a refresher PR course
• Wants to learn about PR in today’s digital era
• Is newly responsible for in-house PR
• May start working with or in a PR agency

 

Benefits

In this course, you will:

• Learn the fundamentals of PR in today’s digital world
• Become familiar with various digital and traditional PR tools, tactics, channels and platforms
• Hear how to work with the media to obtain press coverage
• Gain real-world experience evaluating digital content and writing PR copy

 

Topics/Syllabus

Week 1

• Why “Public” Relations
• Why PR is still important today
• PR upsides and downsides
• Traditional vs. digital PR
• Digital PR distinctions
• Creating an effective PR strategy
• Online newsrooms

Week 2

• Building a customer profile
• Writing for your target audiences
• Channels and platforms
• News releases

Week 3

• Tools and tactics to generate press coverage and reach target audiences
• New rules for reaching the media
• Pitching the media
• Newsjacking

Week 4

• Thought leadership
• Influencers
• Social media and PR
• Developing a content plan to boost PR efforts
• Creating awesome content

Week 5

• Media monitoring
• Spokesperson training
• Reporting and measurement
• Resources
• Final Project: Analyzing a company’s digital content

 

FAQ

Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.

How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.

What are the requirements to earn the certificate?
You will be expected to complete all assignments and participate in class discussions.

Are there course materials?
Handouts will be supplied.

What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.

What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.