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Intermediate Public Relations

How to create annual PR plans, master media interviews, and analyze results

Course is closed.
Intermediate Public Relations

WHEN 4 weeks, July 17 - August 7
Chats Thursdays, 10-11 pm ET

WHERE Online. Click here for more information.

LEVEL Intermediate

PRICE
$350 ($325 for )
more info

Course Details

With public relations budgets exploding and PR jobs growing at an incredible rate, there are more and more career opportunities in corporations, PR firms, non-profit organizations. This class is for anyone in the field who wants to sharpen their skills and move to the next level, as well as consultants who wish to offer their PR clients a greater range of PR tools and knowledge.

In this class, you will learn how to:

  • Develop and use a SWOT analysis to pinpoint key PR objectives
  • Develop a targeted annual PR plan including PR-specific evaluation options
  • Thoroughly prepare for media interviews and draft responses
  • Develop and write briefing documents to help your client stay on message
  • Master the media interview, from understanding types of interviews to developing powerful question responses that communicate your key messaging
  • Understand key journalistic terminology
  • Prepare and write the coverage analysis report

By the end of this class, you will have:
A SWOT analysis, an annual PR plan situation analysis, a briefing document, and sample media questions and answers

Admission Requirements:
Please submit a letter of interest (including a brief work history).

The online classroom has several interactive components:

  • Instructors post lectures once a week. You can read them online, print them, or download them at your convenience.
  • Students post completed assignments for feedback and discussion by the instructor and class.
  • Weekly chats allow your class to get together via instant message. Transcripts are available for review if you can't attend.
  • Technical support is available from mediabistro.com staff.

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Instructor Bio

S.j Sebellin-Ross's Courses

Advanced Public Relations – (Class starts September 4)
Intermediate Public Relations – (Class starts September 11)
Intro to Public Relations – (Class starts September 25)

S.j Sebellin-Ross
S.j Sebellin-Ross is a senior independent marketing and public relations consultant and writer with nearly twenty years of experience. She manages and writes marketing and public relations communications for clients including IBM, Visa, the Toronto Stock Exchange, and Ronald McDonald Children's Charities. SJ also writes feature articles for leading publications, including The Washington Post, The New York Times, and CNET.com. She is the author of a top-selling marketing book, and speaks before and delivers executive training seminars to organizations including The Association of Journalists.

Testimonials


It was clear to me from the first assignment through the final chat session that S.j Sebellin-Ross is deeply knowledgeable in the public relations field. S.j also displays a genuine concern for her students and their growth professionally, through her insightful comments about our assignments and suggestions on additional online resources she felt we might find useful. I hope to take additional courses with her in the future! --Tim Pulice

SJ Sebellin-Ross is very ,constructively critical, presents thorough and easy-to-follow lectures, and offers timely and actionable responses to assignments and questions. All around - great. -Maayan Heller

"I thought Sj was great! She was candid and informative, but with a fun sense of humor. I learned a lot from her!" --Gloria Krupa

"S.J. was an engaging instructor who obviously knows her stuff! She presents information succinctly and answered my many questions with grace and wit. I highly recommend her classes. I got a new job, Marketing Communications Generalist at RJF Agencies, a risk management advisor and insurance agency, as a result of the skills I learned in Intro to Public Relations." --Jessica Sellers

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