Public Relations Certificate - Self-Guided Online

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COURSE FEATURES

  • Duration: 30 hours

  • Skill level: All levels

  • Format: Online

Cost: $339

Overview

PROGRAM DESCRIPTION

Becoming a reputed source, trusted authority and go-to expert in your field, and enormously increasing your bottom line as result, is now possible for anyone.

The Social School’s dynamite self-guided online Public Relations Certificate combines all four of our world-class PR Courses into one unforgettable program, allowing you to effectively take control of your PR activities and media outreach efforts, and get noticed.

CERTIFICATION

Upon completion of all four courses and their corresponding requirements, you’ll be the proud new owner of a Public Relations Certificate from The Social School.

COURSE ACCESS

Register for the virtual courses or online certificate programs of your choice, and receive 12 months unlimited access to a suite of learning videos, program guides, workbooks, templates and tactical tools – keeping you in the loop and at the top of your game.

Upon registration, you will immediately receive login credentials for your Social School Course Dashboard, where all course materials can be found. Bookmark that page, log in at any time, and let your learning begin!

Curriculum

PROGRAM OUTLINE


Course 1: Modern public relations

MODULE 1: THE SHIFT

  • Goodbye to the status quo, and hello to the New PR World Order

  • How digital media has forever changed the public relations landscape

  • The evolving face, space and pace of traditional media

  • Why flux = opportunity and successful PR is now anyone’s game

  • Public Relations today: Traditional tactics meet new technologies

MODULE 2: WHAT’S THE PLAN

  • Imperative annual planning strategies

  • The number one tool in your kit

  • Examining what public relations really is, anyway

  • Inside the Industry: PR Jargon 101

MODULE 3: WHY’S WORDS OF WISDOM

  • Asking yourself PR’s 2 most important questions, and why you can’t afford not to

  • Remembering whose needs are most important

  • Pressing Go: Knowing when you’re ready to leap, and where you want to land

MODULE 4: AIM HIGH

  • Becoming the master of your online domain

  • What it really means to commit to the long haul

  • Planning your approach

  • Research, read, watch and prioritize your way to the best media and influencer database in town

  • Your secret A, B and C lists, and when and where to put them into play


Course 2: Storytelling

MODULE 1: THE MESSAGE CRAFT

  • The number one most important element present in all great business writing

  • How to think like a journalist, discern like a reader, critique like an editor
    and write like a superstar

  • Committing to ONE goal

MODULE 2: A CLICK CAN SAY 1,000 WORDS

  • What your existing branding, website, press coverage and more are saying about your business

  • Getting your ducks in a row, simplifying your summary and streamlining your speaking notes

  • Website 101: Surefire ways to find yourself dead in the water before your boat leaves the dock

 

MODULE 3: PULLING FROM THE MASTER PLAN

  • Where does this particular announcement or campaign fit into your overall strategy and schedule?

  • Knowing whether it’s press release-worthy, or if there’s a better platform to choose

  • Revisiting the ‘why’ behind it, and every last supporting tweet, post, comment and discussion

 

MODULE 4: AVOIDING THE PITFALLS OF BIG PR

  • Sticking to your editorial calendar, planned publishing dates and PR commitments like glue

  • Identifying and avoiding bad habits and poor practice

  • How to know your product, company and audience inside and out, every single day of the year

  • Making it easy on the media, potential customers and yourself


Course 3: media relations

MODULE 1: RULES OF THE RELEASE

  • Commonly missing must-have’s 1 and 2

  • What’s breakable, flexible and somewhat sacred

  • Meet your new best friend: The CP/AP Stylebook

  • Top 10 tips for a great release

 

MODULE 2: DESIGN DO’S

  • Exploring new formats that go well beyond the bland pdf

  • Advertising-meets-PR-meets-marketing-meets-communications-meets-graphic design

  • Why injecting the most creativity possible will make your mark, get you seen,
    and catapult your brand

 

MODULE 3: EDITORIAL CALENDARS 1-2-3

  • Your Annual Marketing Calendar

  • Your Social Editorial Calendar

  • The annual editorial calendars of your target media and your target market

 

MODULE 4: THE PITCH

  • Artful, intelligent pitching on a local, regional and international scale

  • A great tease, killer storytelling and crazy good distribution techniques

  • Strategizing, execution and follow-through, not to be confused with the ol’ ‘follow-up’


Course 4: Lifecycle marketing and pr

MODULE 1: THE LIFECYCLE MENTALITY

  • Lifecycle Marketing vs. Lifecycle PR

  • Completing the loop, each and every time

  • Lifecycle Phases 1-3

 

MODULE 2: WHAT IS IN YOUR CONTROL

  • Taking matters into your own hands

  • Modern day tools padded with traditional tactics = the way forward

  • Why Big PR and Big Biz are slow to change

 

MODULE 3: EXPANDING YOUR ONLINE PROPERTIES

  • The one thing you MUST start building, and it’s not a social media profile

  • Which social horses to back

  • Your expansion plan: 3 brilliant brand-building bonuses

 

MODULE 4: WHEN THE GOING GETS TOUGH

  • Why time online is the ultimate tool for long-term gain

  • Consistency: Why your PR success demands it and your customers expect it

  • The roadmap forward

Instructor
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Kelly Doody

Founder & CEO, Social School

Kelly is a journalist-turned-digital marketer with an unrelenting passion for the knowledge-share community that is marketing today. In addition to leading Social School, she is the co-founder of renowned Canadian digital agency Press + Post.

Nothing makes Kelly happier than moving individuals and organizations toward becoming the masters of their online domain, and connecting the top digital trends and tools with the entrepreneurs and innovators who need them most.

Make her dinner and she’ll tell you the secret to the internet.