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Advanced Public Relations

Learn crisis management, speech writing, and other senior PR functions

Advanced Public Relations
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WHEN 4 weeks, May 22 - June 19
Chats Thursdays, 9-10 pm ET

WHERE Online. Click here for more information.

LEVEL Advanced

PRICE
$350 ($325 for )
more info

Course Details

The swell of interest in public relations, unmatched by any other branch of marketing, has created an unprecedented number of opportunities in PR firms, corporations, non-profits, and consulting. But how do you take advantage of these growing opportunities? This class is designed for those with a foundation of public relations knowledge looking for an introduction to both more senior PR functions. This class will focus on crisis communications and new PR opportunities, particularly in blogs and other forms of social media. You will gain the skills you need to climb the PR ladder.

In this class, you will learn how to:

  • Develop and write a crisis communication plan, including key messaging and a crisis leadership team
  • Write initial statements for use in a crisis
  • Develop talking points
  • Locate trade shows and conferences
  • Write compelling case studies
  • Develop and create speaking abstracts
  • Format, structure, and write speeches
  • Use social media to gain market intelligence and wield influence
  • Find, reach, and pitch the growing blogging community

By the end of this class, you can expect to have:
A crisis communications plan, a case study, a speech, and a blogger pitch list

Admission Requirements:
Please submit a letter of interest (including a brief work history).

The online classroom has several interactive components:

  • Instructors post lectures once a week. You can read them online, print them, or download them at your convenience.
  • Students post completed assignments for feedback and discussion by the instructor and class.
  • Weekly chats allow your class to get together via instant message. Transcripts are available for review if you can't attend.
  • Technical support is available from mediabistro.com staff.

Instructor Bio

S.j Sebellin-Ross's Courses

Advanced Public Relations – (Class starts May 22)
Intermediate Public Relations – (Class starts July 10)
Intro to Public Relations – (Class starts May 29)

S.j Sebellin-Ross
S.j Sebellin-Ross is a senior independent marketing and public relations consultant and writer with nearly twenty years of experience. She manages and writes marketing and public relations communications for clients including IBM, Visa, the Toronto Stock Exchange, and Ronald McDonald Children's Charities. SJ also writes feature articles for leading publications, including The Washington Post, The New York Times, and CNET.com. She is the author of a top-selling marketing book, and speaks before and delivers executive training seminars to organizations including The Association of Journalists.

Testimonials


It was clear to me from the first assignment through the final chat session that S.j Sebellin-Ross is deeply knowledgeable in the public relations field. S.j also displays a genuine concern for her students and their growth professionally, through her insightful comments about our assignments and suggestions on additional online resources she felt we might find useful. I hope to take additional courses with her in the future! --Tim Pulice

SJ Sebellin-Ross is very constructively critical, presents thorough and easy-to-follow lectures, and offers timely and actionable responses to assignments and questions. All around - great. -Maayan Heller
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