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Course Description

You always need public relations for one critical reason: PR drives sales. But do you have to hire an external PR agency? Can you afford it? How do you choose one? How do you compare requests for proposals from different agencies? And once you've hired an agency, how can you get the greatest value for your spend?

This course is designed to give people who are current or potential clients of external PR firms the skills they need to optimize their PR efforts. In this course, you will identify best practices for determining whether to use external resources, for vetting potential agencies, and for hiring and managing those agencies. As the client, you will always have a finite marketing budget, but you can use best practices to yield the greatest value from the portion of it that you're spending with an agency. You will discover a simple calculation to determine whether you can afford a PR firm now; and if you can't afford one now, you will identify concrete steps you can take towards that goal. Through this course, you will determine how to best leverage a PR agency.

Faculty Author

Theomary Karamanis

Benefits to the Learner

  • Determine when and how to hire a PR firm
  • Explore how to build an agency ecosystem and operating model without overlaps or gaps
  • Identify best practices for efficiently managing the account relationship
  • Examine ways to measure ROI and evaluate the overall relationship

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 20, 2024 to Dec 03, 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 15, 2025 to Jan 28, 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
Mar 12, 2025 to Mar 25, 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
May 07, 2025 to May 20, 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
Jul 02, 2025 to Jul 15, 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 27, 2025 to Sep 09, 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 22, 2025 to Nov 04, 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 17, 2025 to Dec 30, 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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