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Course Description

All enterprises are governed by numbers; most managers and clients use data every day. Public relations propels those numbers, making PR a business necessity rather than a nice-to-have enhancement. Communications professionals must therefore frame discussions around PR using business metrics developed through evidence-based plans, measurable evaluations, and calculated ROI. Students in this course will examine how "strategic PR" is all about crafting a precise plan to use public relations to achieve organizational goals.

In this course, you will learn that to be successful, you need to map out where your organization is headed in terms of business goals, how PR is going to help you get there, and who your audience is for your PR efforts. You will follow a recommended eight-step plan for building a communications strategy consisting of clearly articulated steps for creating an evidence-based approach to public relations that can help impact your organization's bottom line. By the end of this course, you will be able to devise, measure, and evaluate your PR strategy.

Faculty Author

Theomary Karamanis

Benefits to the Learner

  • Follow the recommended eight-step plan for building a communications strategy
  • Create key messages for each audience segment
  • Determine which tactics to employ given budgetary constraints
  • Measure and evaluate your PR plan

Target Audience

  • Communications professionals
  • Current or aspiring public relations professionals
  • Managers
  • Executives
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Nov 06, 2024 to Nov 19, 2024
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 01, 2025 to Jan 14, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Feb 26, 2025 to Mar 11, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Apr 23, 2025 to May 06, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 18, 2025 to Jul 01, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Aug 13, 2025 to Aug 26, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 08, 2025 to Oct 21, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 03, 2025 to Dec 16, 2025
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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