(Fall 2009)

This course provides a comprehensive overview of planning, executing, managing and evaluating a successful PR campaign. Special emphasis is on the all-important planning stage of the PR campaign in which objectives, strategies, key messages, and target audiences are developed. Then, students are introduced to the key PR campaign tactics available today, including the basics such as community relations, special events, media relations, publicity, and articles. Participants also examine new social media tactics such as, Twitter, LinkedIn, Facebook, MySpace, YouTube and blogging and what role these tactics play in the PR campaign. The course culminates with the development of an actionable PR campaign. See enrollment confirmation for login information.

Jennifer Heinly, MBA, president of J&J Consulting since 1990. Jennifer Heinly has nearly 25 years of experience in public relations and marketing, including an MBA. Current and past clients include those in the health care, legal, high tech, publishing, construction/engineering services, sports marketing, food, insurance and financial service industries. Heinly's current ares of expertise include media relations, news release/article writing, and public relations/marketing planning.