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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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Cornell Johnson Graduate School of Management
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