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Navigating the Transition From Journalism to PR & Comms Certificate Program

While public relations and communications have been growing as a profession, many media organizations are downsizing or even shutting down. This dynamic has resulted in many talented and experienced print, broadcast and online journalists looking for new opportunities such as public relations.  

Designed as an on-demand certificate of completion program, Navigating the Transition From Journalism to PR & Comms bridges these needs. The program will provide journalists (as well as others in related fields looking to move into public relations opportunities) with an overview of how their skills are relevant to a variety of positions in public relations as well as the knowledge and tools to adapt them to public relations initiatives.  

Participants will learn the basics of public relations strategy, writing for the client/organization (vs. from the journalist perspective), the tools used in media relations, best practices for effective media outreach, and they will hear from those who have successfully made the transition from journalist to public relations professional.  

The certificate program is designed for: 

  • Journalists (print, broadcast, digital) considering public relations work.
  • Social media and digital marketing professionals considering public relations opportunities and/or a broader understanding of media relations as a part of PR campaigns.
  • Journalism, communications and public relations students/graduates looking to learn more about the PR profession and earn a certificate to help them land their first job or move ahead in their careers.
  • Business or corporate writers who would like to expand their skills. 

By the end of this program, participants will be able to: 

  • Effectively understand public relations strategies and effective ways to use public relations to further objectives.
  • Develop a public relations campaign and the key elements.
  • Understand (from the PR perspective) media relations including the development of all the written materials used in this key PR tactic.
  • Position their skills and expertise effectively to help them secure public relations positions. 

 

Pricing

 Full Course
(All 5 Modules)		Individual
Module
PRSA Members$675$195
Nonmembers$875$245

 

Learning Modules in this Course

Click on the titles below to read more about each module.

Module 1
The Relationship Between Journalism and Public Relations: What They Have in Common and How They Are Different

In this module, participants will get an overview of the program, learn how they can use their journalism skills to succeed in the public relations profession and understand the ethical considerations required by public relations professionals. 

By the end of this module, participants will: 

  • Understand how the goals of journalism and (journalists) differ from the goals of those working in public relations.
  • Identify how their journalism skills can help them transition into a successful public relations career.
  • Learn the ethical differences and similarities between journalism and public relations, as related to what constitutes telling the truth. 

Module 2
Public Relations and Integrated Communications

In this module, participants will be introduced to the breadth of the public relations discipline, gain knowledge of its position within integrated marketing communications and learn the fundamental elements of planning a PR campaign. They’ll also learn about the role of social media and content creation in PR programs.  

By the end of this module, participants will: 

  • Understand the intersections (similarities, differences) of public relations with other elements of integrated communications including marketing and advertising.
  • Get an overview of the process of developing a PR campaign and of each element within a PR campaign including research, strategy, messaging, PR tactics and evaluation. 

Module 3
The Press Kit: The Essential Tool of PR’s Most Common Tactic — Media Relations

In this module, participants will learn about the press kit, which is the essential tool PR pros develop and use for media relations and journalist outreach. The module will cover the key elements of most press kits — news releases, media advisories, fact sheets, backgrounders, Q&As and bios as well as other PR writing focuses including speechwriting and writing editorials and opinion pieces.  

By the end of this module, participants will: 

  • Have the knowledge as well as the practical tools and templates for writing essential components of a press kit.
  • Understand the uses and roles of the press kit and of each element in communicating a client’s or organization’s message. 

Module 4
Effective Media Relations: How PR Pros Work With the Media

In this module, participants will learn about media relations as a PR tactic and the PR skills needed to build relationships with the media. Hear from guest speaker Chris Vacarro, a former journalist who then worked closely with the media as a public information officer for NOAA and is now the communications director for the National Weather Service. 

By the end of this module, participants will: 

  • Learn how to develop a news angle to successfully pitch a story to the media.
  • Understand how to develop relationships with targeted media and build media lists.
  • Become familiar with public relations service providers that distribute press materials and offer databases of journalists.
  • Master the art of pitching journalists by phone, email or social media. 

Module 5
Starting Your Career in Public Relations

In this module, participants will learn about career options in public relations, whether working at a PR firm or in-house at a corporation, nonprofit, NGO or government agency, and the various PR functions (including internal and external PR, public affairs, content creation, digital media) managed by PR pros in these organizations. Participants also will get guidance on how to discuss and use their journalism skills to secure PR positions on the agency and corporate sides. You’ll also hear from a PR recruiter about opportunities for journalists in the PR sector and best practices for communicating your journalistic experience to PR recruiters. 

By the end of this module, participants will: 

  • Understand the breadth of career options open to them in the PR sector.
  • Receive practical knowledge of how to use their skills as subject matter experts to land a PR job.
  • Gain insight on how to interview for a PR job. 

Course Length

Course Duration: Approximately 5 hours
Module Duration: Approximately 45–60 minutes

 

Accreditation

Participants with the APR credential earn 0.5 renewal CEUs for each completed module of this course, for a total of 2.5 CEUs. Learn more about Accreditation.

Purchase Options

 

 

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