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Course Description

All enterprises are governed by numbers; most managers and clients use data every day. Public relations propels those numbers, making PR a business necessity rather than a nice-to-have enhancement. Communications professionals must therefore frame discussions around PR using business metrics developed through evidence-based plans, measurable evaluations, and calculated ROI. Students in this course will examine how "strategic PR" is all about crafting a precise plan to use public relations to achieve organizational goals.

In this course, you will learn that to be successful, you need to map out where your organization is headed in terms of business goals, how PR is going to help you get there, and who your audience is for your PR efforts. You will follow a recommended eight-step plan for building a communications strategy consisting of clearly articulated steps for creating an evidence-based approach to public relations that can help impact your organization's bottom line. By the end of this course, you will be able to devise, measure, and evaluate your PR strategy.

Faculty Author

Theomary Karamanis

Benefits to the Learner

  • Follow the recommended eight-step plan for building a communications strategy
  • Create key messages for each audience segment
  • Determine which tactics to employ given budgetary constraints
  • Measure and evaluate your PR plan

Target Audience

  • Communications professionals
  • Current or aspiring public relations professionals
  • Managers
  • Executives
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
2 week
Dates
May 20, 2026 to Jun 02, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

IMPORTANT COURSE INFORMATION
  • This course includes two years of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jul 15, 2026 to Jul 28, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

IMPORTANT COURSE INFORMATION
  • This course includes two years of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 09, 2026 to Sep 22, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

IMPORTANT COURSE INFORMATION
  • This course includes two years of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 04, 2026 to Nov 17, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

IMPORTANT COURSE INFORMATION
  • This course includes two years of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 30, 2026 to Jan 12, 2027
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

IMPORTANT COURSE INFORMATION
  • This course includes two years of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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