MGT X440.09 - Media and Public Relations Strategy for Marketers

Course Description

The world of media pitching and public relations has changed - gone are the days of boring press releases and transactional pitching between brands and journalists. Now, social media platforms, engagement and followers, and viral hot topics rule the stories that journalists chase! This course is a three-session intensive designed to teach you the fundamentals of how to get earned media traction from owned and shared marketing, using today’s most cutting-edge public relations strategies. Together, we’ll deep dive on effective pitching techniques, trend tracking and what makes a story “newsworthy,” and most critically - crisis communications. To anchor our learning, each session will feature an exploration of real-time case studies of effective mixed marketing/public relations strategies.

Learner Outcomes

• Leverage human-centered design thinking to identify and appropriately engage with media stakeholders
• Research and evaluate a story and pitch for its potential “news-worthiness” based on owned channel data and qualitative engagements
• Articulate best practices for responding to a public relations crisis on marketing channels
• Articulate the differences in language and communications techniques employed for media and public relations pitching on both digital and traditional marketing channels
• Understand the difference between earned and paid media placements.

Applies Towards the Following Certificates

• Digital Marketing : Elective