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    Course: Public Relations Essentials in a Digital World Certificate Program

    The Internet has transformed public relations, ushering in a plethora of new ways for successfully and effectively crafting and delivering the right messages to the right target audiences at the right time. Whether you work in a company or a PR firm, the Public Relations Essentials in a Digital World Certificate Program will help you improve your knowledge and application of public relations in today’s digital age.

    This five-week certificate program will take you inside public relations with information and exercises that will enable you to develop and implement a PR plan. You will learn the latest digital and traditional PR tools and tactics, ways to identify and pitch digital and traditional media to generate earned media coverage, tips for maximizing content and placements, current PR best practices, how to use artificial intelligence in PR and more. 
    Public Relations Essentials in a Digital World also counts as an elective toward completing the Integrated Marketing Communications Certificate Program.

    Programs Associated with this Course
    • Certificate in Public Relations Essentials in a Digital World
    • Certificate in Integrated Marketing Communications

    “Though my degree is in public relations, I have not professionally worked in the industry and with the hopes of relocating and finding a new job, I wanted to keep my options open. Having Glynis Gibson as an instructor I was able to learn helpful tools and tactics for best practices through real-life examples. Glynis was an excellent instructor who was able to provide thoughtful answers and helpful feedback thanks to her firsthand knowledge. I am so glad I decided to take this course and would love to take another course soon.”
    —Erin Morrissey

    “I enrolled in this class with the goal of gaining a better understanding of the challenges facing my organization’s clients in today’s ever-evolving world of PR. Glynis Gibson’s strong background in public relations supported her credibility as an instructor and ensured the course was current, relevant and full of practical information, useful tips and actual examples akin to real-life PR in today’s market. I enjoyed learning from her and would recommend this course to anyone who wants to learn the basics of PR from an award-winning communications professional.
    —Abbie Sullivan

    “I enrolled in this course to enhance my knowledge of the field. In doing so, I received a wealth of valuable information that significantly improved upon what I had learned while serving in public relations roles. Glynis Gibson offered professional insights and incorporated an array of public relations tools and examples to help facilitate the learning process. The course materials provided will also serve as a valuable resource for me as I develop my business. I highly recommend anyone that is seeking to expand and enhance his or her knowledge of public relations to enroll in this course.”
    —Cassandra Griffin

    Who Should Attend

    This program is ideal for anyone who:

    • Wants to learn the basics of PR
    • Is looking for a refresher PR course
    • Wants to improve their knowledge and application of PR 
    • Is newly responsible for in-house PR
    • May start working with or in a PR agency


    In this course, you will:

    • Learn the fundamentals of PR in today’s digital world
    • Become familiar with various digital and traditional PR tools, tactics, channels and platforms
    • Hear how to work with the media to obtain press coverage
    • Gain real-world experience evaluating digital content and writing PR copy


    Week 1  

    • Public relations overview 
    • Traditional vs. digital PR 
    • Earned, paid, owned, and shared media defined 
    • Creating an effective PR strategy  
    • Earned media opportunities 
    • Earned media tools  

    Week 2  

    • News releases overview 
    • News release format and structure 
    • News releases headlines 
    • News releases best practices  

    Week 3 

    • Earned media tactics  
    • Thought leadership 
    • Newsjacking 
    • Identifying and obtaining earned media  
    • Outlet and media targeting   

    Week 4  

    • Media pitching  
    • Media follow up  
    • Media relations best practices  
    • Shared media opportunities 
    • Social media 

    Week 5 

    • Paid media opportunities 
    • AI 
    • Boosting PR efforts 
    • Media monitoring and tracking 
    • Measurement and reporting 
    • Resources 


    Do I get DePaul credit for this class?
    No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.

    How big is the class?
    Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.

    What are the requirements to earn the certificate?
    You will be expected to complete all assignments and participate in class discussions.

    Are there course materials?
    Handouts will be supplied.

    What are the requirements for the Integrated Marketing Communications Certificate?
    To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.

    What is the difference between a certificate and a certification?
    A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.

    For More Information, Contact:

    Jurate Murray

    Phone: +1 312-362-5913

    Upcoming Class Offerings

    Public Relations Essentials in a Digital World Certificate Program

    Dates: 05/30/2024 - 06/27/2024
    Time: 6:00 PM - 9:00 PM
    Meeting Pattern Thursday
    Location: Online
    Cost: $795.00
    Registration Deadline: 05/23/2024 - a $75 late fee will be assessed after this date for late registrations
    Final Deadline: 05/30/2024 

    Program Brochure

    Paper Registration

    If you wish to register for a class via a paper form, click here.

    Student Policies

    Click here for a list of our student policies.

    Contact Us

    For general inquiries, please email us or call 312-362-6300.