Catalog of Courses for Public Relations (Noncredit)
Addresses the history of public relations (PR) and examines how PR is practiced today. Reviews key elements of the PR process and introduces ethical/legal issues. Introduces a four-step process to create an effective PR planning model that includes goals, objectives, strategies and tactics. Provides guidelines for working with the media, doing effective interviews and responding to inquiries.
Introduces the elements of writing for public relations. Addresses PR writing for broadcast and print media including news releases, style elements, media advisories, pitch letters, public service announcements, press conferences, brochure planning and writing, and feature article writing. Covers photography and photo captions, as well as press conferences, speechwriting, and press kits.
Reviews the latest techniques and trends in effective communications with the news media. Covers timely media relations; the difference between "media" and "press"; new vs. old media relations; credibility; and competitive positioning. Examines how to create news, how to create news hooks, and elements of an effective news release.
Introduces the ethical issues that arise in the practice of public relations and the ethical standards that govern the practice. Reviews the Public Relations Society of America's Code of Ethics. Examines communications, employment and business law issues that arise in the litigation setting.
Examines how to effectively develop a strategic public relations (PR) plan while developing a comprehensive PR campaign. Reviews the use of strategic plans as essential components for achieving tangible results and success. Introduces issues and concepts that guide an effective and influential PR plan. Explores how to assess situations; define objectives; identify audiences; and create metrics.
Covers the identification and use of appropriate measures to meet immediate needs, find communications opportunities, and prevent or limit damages caused by a crisis situation.
Examines image management as a tool used by public relations professionals to build or strengthen a company's image in the eyes of the public. Learn about the power of public relations and corporate image using the latest practices and techniques to create favorable public impressions, establish a recognizable image, and develop an effective imaging plan.
Examines the role of public relations in defining, advancing and defending the institutional brand. Reviews the brand imperative as a driver of effective PR within the organization. Examines two basic components of brand and their implications for PR strategy and direction. Explores the PR role in institutionalizing the brand, and three operational elements of brand that define PR practice.
Examines the benefits of the strategic planning process, as well as the value of a strategic plan as a governance tool. Defines the roles of the board, staff and facilitator in the strategic planning process and the implementation of the plan. Reviews the importance of establishing and adhering to a strategic plan for the growth and sustainability of nonprofit organizations.
Provides a checklist of key activities as well as practical tools and implementation techniques for a well-functioning nonprofit board. Reviews strategies for improving the operation of a board to enhance the operation of the nonprofit organization.
Provides a detailed introduction to grant writing. Covers all stages of the grant writing process. Helps participants prepare a written response to a request for proposal (RFP).
Examines the annual fund as the foundation of fundraising. Discusses how to prepare for the annual fund campaign, and explores techniques for ensuring that the annual fund remains a priority. Reviews creative approaches for turning annual fund donors into major givers, and the use of volunteers and the role of the board. Explores benchmarks for planning and evaluating the annual giving year.
Explores the foundations of fundraising, including the basic elements of developing a clear mission statement, vision statement and strategic plan. Covers fundraising essentials including establishing an annual fund; fundraising software; special events; planned giving; establishing a development office; and the role of the board.
Reviews corporate support as an essential component to a fundraising program. Discusses how to establish long-term partnerships, identify event sponsors, and cultivate other supportive relationships. Explores how to make the ask, as well as useful follow-up techniques.
Presents a management framework for maximizing volunteer involvement in support of a nonprofit's mission.
Examines how the strategic combination of social media and traditional public relations tactics can be used to promote an organization's image, share its messages and build its brand. Explores the latest technology, best practices and social media's role in the marketing mix through a case study approach.
Focuses on the field of experience engineering, a methodology for discovering and providing what customers want. Reviews how experience engineering draws on the fields of psychology, marketing and customer service to create unique experiences that build customer loyalty. Examines how to answer the critical business questions that help create the unique customer experience.
Examines alternatives in developing budgets, characteristics of an effective budget, and tools available to assist with the process.
Describes the role of the nonprofit Board Chair. Determines how to set priorities and how to accomplish goals. Establishes a positive and effective integration of board, staff, and partners.
Prepares one to lead groups to achieve productive outcomes. Explores the design of meetings that foster inclusion, encouragement of communication, and enhancement of group decision making. Identifies key practices associated with effective facilitation, the limited contributions made by agendas to productive meetings, and the specific ways to intervene and redirect groups to productive ends.
Concentrates on the basics of financial statements and use for organizational management with an emphasis on areas unique to nonprofits. Discusses an overview of the audit process and required auditor communication.
Discusses the foundations of branding, as well as the concepts of positioning and well crafted messaging. Provides ways to apply marketing tools to real life challenges faced by nonprofits.
Discusses how to assess the marketplace to determine the best type of partners and develop a road map for creating beneficial collaborations. Explores ways to add value to existing relationships by transforming them from transactions to deeper engagements.
Provides an in-depth review of the Project Management Institute's Required Body of Knowledge to successfully prepare for the Project Management Professional (PMP) exam. The major function of the PMP credentialing program is to ensure competence and professionalism in the field of project management.
Prepares students for Society of Human Resources Management (SHRM) industry certification exams (Certified Professional or Senior Certified Professional). Uses SHRM Body of Applied Skills and Knowledge (BASK), which defines standards for HR professionals globally. Noncredit course. See SHRM for full certification requirements. Enrolled students receive partner price for SHRM Learning System and textbooks.