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Public Relations: Plans and Press

How to write targeted annual plans and master the media interview

Course is closed.

WHEN 4 weeks, November 23 - December 14
Chats Mondays, 9-10 pm ET

WHERE Online. Click here for more information.

LEVEL Intermediate
CERTIFICATE CREDIT This course counts towards the Mediabistro Public Relations Certificate.

PRICE
$350 ($325 for )
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Details

With public relations budgets exploding and PR jobs growing at an incredible rate, there are more and more career opportunities in corporations, PR firms, and non-profit organizations. This course positions you to take advantage of career-advancing opportunities by focusing on the twin cornerstones of public relations: PR annual plans and the press.

In this class, you will learn how to:

Develop and use a SWOT analysis to pinpoint key PR objectives
Structure and write a targeted annual PR plan from the executive summary to PR evaluation techniques
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:
This class is designed for professionals with PR experience. Please submit a letter of interest (including a brief work history).

(Beginners: If you want learn how to write pitch letters, news releases, and PR plans, check out our Intro to Public Relations class.)

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.

Course Syllabus

Public Relations: Plans and Press (PDF)
View a sample syllabus for this class here.

• Mediabistro Public Relations Certificate Program – ONLINE

• Public Relations: From Crisis Communications to Social Media – ONLINE (Class starts November 30)

• 10 Public Speaking Tips with Joel Schwartzberg (Video) – ONLINE

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Public Relations

Advertising & Marketing

Instructor Bio

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. S.j 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 delivers executive training seminars to organizations including The Association of Journalists.

S.j Sebellin-Ross's Courses
Intro to Public Relations – (Class starts December 7)
Intro to Public Relations – (Class starts January 11)
Public Relations: From Crisis Communications to Social Media – (Class starts November 30)
Public Relations: Plans and Press – (Class starts February 22)

Testimonials

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

"S.j gave me the necessary tools to assist me in my career goals. No question was turned down." -- Ebony Clark

"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 and questions. 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 and comments." -- 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 that S.j. struggles to answer! She offers relevant, effective feedback on assignments and chat sessions that have the feel of breezy, stimulating coffee shop conversation." -- Jessica Wangsness

"I loved taking this class with S.j. 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 and information about today's media industry. Her classes are concise and very informative and will serve me 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. was great! She really knows her stuff and gave great advice both on the writing and career aspects of PR." -- Jeanette Khan

* Discounts on mediabistro.com offerings are just one of the wonderful benefits of being in AvantGuild, our premium membership program. For just $55 a year, you'll receive instant access to our How to Pitch articles and other premium articles, transcripts from selected seminars and panels, and discounts on virtually everything we do (including eClasses and the Freelance Marketplace)! Click here to join now.

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