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Intermediate Public Relations

How to create annual PR plans, master media interviews, and analyze results

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Intermediate Public Relations

WHEN 4 weeks, July 17 - August 7
Chats Thursdays, 10-11 pm ET

WHERE Online. Click here for more information.

LEVEL Intermediate

$350 ($325 for )
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With public relations budgets exploding and PR jobs growing at an incredible rate, there are more and more career opportunities in corporations, PR firms, non-profit organizations. This class is for anyone in the field who wants to sharpen their skills and move to the next level, as well as consultants who wish to offer their PR clients a greater range of PR tools and knowledge.

In this class, you will learn how to:

  • Develop and use a SWOT analysis to pinpoint key PR objectives
  • Develop a targeted annual PR plan including PR-specific evaluation options
  • Thoroughly prepare for media interviews and draft responses
  • Develop and write briefing documents to help your client stay on message
  • Master the media interview, from understanding types of interviews to developing powerful question responses that communicate your key messaging
  • Understand key journalistic terminology
  • Prepare and write the coverage analysis report

By the end of this class, you will have:
A SWOT analysis, an annual PR plan situation analysis, a briefing document, and sample media questions and answers

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.


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Instructor Bio

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

S.j Sebellin-Ross's Courses
No courses available at this time.


S.j is deeply knowledgeable in public relations. She displays a genuine concern for her students and their growth professionally. I hope to take additional courses with her! -- Tim Pulice

"This class was an incredible learning experience. I learned a lot and definitely plan to take more classes." -- Robin Ochoa

"S.j. is constructively critical, presents thorough and easy-to-follow lectures, and offers timely and actionable responses to assignments. All around great." -- Maayan Heller

"S.j. was great! She was candid and informative, but with a fun sense of humor." -- Gloria Krupa

"S.j. was an engaging instructor who obviously knows her stuff! She presents information succinctly and answered my many questions with grace and wit." -- Jessica Sellers

"S.j. made the course very worthwhile. She really knows PR and was direct and targeted in her instruction." -- Elizabeth Tober Lyon

"S.j. delivers a suitcase full of useful tools for her students to carry with them in the world of PR." -- Tamryn Hennessy

"There isn't a question S.j. struggles to answer! She offers relevant, effective feedback and chat sessions that have the feel of breezy, stimulating coffee shop conversation." -- Jessica Wangsness

"I loved taking this class. I obtained an internship at a PR firm in NY before the class ended." -- Tracey Boyd

"S.j. was very knowledgeable and produced great lectures. She gave me new tools that I put into immediate use. I look forward to taking more courses with her." -- Tiana Webb-Evans

"S.j oozes knowledge about today's media industry. Her classes are concise, informative, and will serve as a reference for years to come." -- Mark Stokes

"S.j. is a great instructor who helped break down the basics. Great course -- two thumbs up!" - Lorna Umphrey

"S.j. knows what she's talking about. With her expertise and guiding touch, she has helped me gain confindence. I recommend her course to anyone willing to truly learn the craft of PR." -- Judith Tackett

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