PR 01
0 credits
Fundamentals of Public Relations
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course introduces the basic principles of creating and promoting a persuasive message. Course participants will also explore traditional PR strategies as well as the new possibilities afforded by social media platforms.
PR 02
0 credits
Social Media and Digital Citizenship
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course explores the techniques needed to communicate effectively and to participate as a digital citizen using social media. Web-based communication tools, such as Twitter, Facebook, and LinkedIn, are an essential part of a communication stategy.
PR 03
0 credits
Storytelling that Matters: Public Speaking
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course provides an introduction to the principles and practice of public speaking. The course will cover how to select appropriate content, narrow the focus, organize for greatest impact on the audience, and use vocal variety and delivery techniques.
PR 04
0 credits
Ask and Answer: Skills for Interviews
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course provides practical experience in the art of interviewing as a public relations activity. Within a variety of interview genres and situations, course participants will practice the art of developing questions, initiating the interview, responding to questions, and closing the interview.
PR 05
0 credits
Writing for the Internet
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course focuses on the fundamental rules of effective communication as they apply to online readers and writers. Course participants will learn to tailor the message for a digital audience through web pages, blog posts, and social media.
PR 06
0 credits
Impression Management: Influencing your Public Image
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course explores the actions that influence a positive perception of a public relations practitioner's image by the public and/or stakeholders. Course participants will develop insight into how choice of strategies can be influenced by situation, choice of media channel, intended audience, and other factors.
PR 07
0 credits
Persuasive Messaging
Prerequisite(s): Admission to the Public Relations certificate
Corequisite(s): None.
Pre- or corequisite(s): None.
This course introduces the student to persuasive modes of writing and speaking. Basic persuasive formats and strategies will be covered, and participants will be introduced to grant, proposal, and advocacy writing. Students will produce a simple proposal or fundraising document.
PR 08
0 credits
Visual Communications
Prerequisite(s): Admission to the Public Relations certificate.
Corequisite(s): None.
Pre- or corequisite(s): None.
This course will teach course participants the value of graphics, typography, and document design to boost the impact and clarity of PR communications.
PR 09
0 credits
Copyright and Legal Issues
Prerequisite(s): Admission to the Public Relations certificate.
Corequisite(s): None.
Pre- or corequisite(s): None.
This course examines the copyright and legal considerations needed when designing a communication plan. Protecting work, as well as issues relating to personal information, privacy, open source materials, print materials, images, videos, and social media are covered.
PR 10
0 credits
Building a Media Kit
Prerequisite(s): Admission to the Public Relations certificate.
Corequisite(s): None.
Pre- or corequisite(s): None.
This workshop provides the first steps to developing materials intended for distribution to potential clients, news outlets, and business associates as a way to increase familiarity with the public relations practitioner and the organization. Participants will learn to write and present materials that promote professional representation.
PR 11
0 credits
Employment Messaging
Prerequisite(s): Admission to the Public Relations certificate.
Corequisite(s): None.
Pre- or corequisite(s): None.
This workshop will give course participants an introduction to the skills needed to prepare an employment portfolio including traditional paper resumes and cover letters, online materials, and social media career profiles. The workshop will also cover basic interview techniques.
PR 12
0 credits
Marketing 21 Century Style
Prerequisite(s): Admission to the Public Relations certificate.
Corequisite(s): None.
Pre- or corequisite(s): None.
This workshop introduces up-to-date marketing skills needed for today’s workplace. Topics covered in this course will include viral, social, and authentic marketing strategies. It examines how to better engage with current and potential customers.
PR 13
0 credits
Practicum
Prerequisite(s): Grade of C (68-71%) or better in each of PR 01, PR 02, PR 03, PR 04, PR 05, PR 06, PR 07, PR 08, PR 09, PR 10, PR 11, and PR 12
Corequisite(s): None.
Pre- or corequisite(s): None.
A supervised field-based activity through which participants can refine, integrate, and apply the knowledge acquired in the Public Relations certificate program.
