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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Marketing Communications
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Online Public Relations Leadership Graduate Certificate

Programs start in August and January. Next start date: August 21. Get started today.

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Marketing Communications Graduate Certificates by the Numbers


4

Courses

$820

Cost Per Credit Hour

12

Total Credit Hours

$9,840

Estimated cost of a graduate certificate

Enter the World of Public Relations Leadership

The fully online Public Relations Leadership Graduate Certificate prepares you to work in the a variety of industries. You will develop public relations campaigns using integrated marketing communications (IMC) strategy, as well as understanding crisis communications, internal brand communications and executive communications.

Professionals in this area are in demand and potential employers include a variety of organizations, from small businesses to large government agencies. The graduate certificate program is non-degree-seeking, however, students who start in the certificate program can transfer into the full IMC master's degree, if they choose, before completion of the certificate.

Public Relations Leadership Courses

IMC 628: Applied Public Relations

This course provides practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters, and special events for a chosen client.

IMC 631: Crisis Communication

Apply theory and case study analysis to gain the expertise and confidence required to maneuver through myriad potential crisis situations that today’s organizations and individuals encounter.

IMC 637: Internal Brand Communication

This course addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communications strategies and implementation, the use of consistent messaging and company-to-employee crisis communication.

IMC 648: Executive Communications and Leadership

Examine the changing strategic position of communications within modern businesses and organizations, the importance of communications as a component of executive leadership, and the new imperative that communications deliver measurable results tied to business and organizational goals and objectives.



Is Public Relations Leadership right for you? How can you get started?
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The PR Leadership courses prepare you to:

  • Utilize market research and data analysis to plan PR activities and improve PR effectiveness
  • Incorporate crisis and internal communication planning into IMC campaign strategy
  • Develop a comprehensive organizational public relations plan to support C-suite thought leadership and business objectives
  • Learn to anticipate and differentiate among different types of crisis and how to communicate effectively about them to both internal and external stakeholders/audiences
  • Explain digital and social media effectiveness as it relates to reputation management and persuasion and learn how to manage negative opinions and feedback online
  • Define the role of public relations in executive leadership, including methods to analyze an organization, identify and develop favorable messages to persuade a variety of internal and external publics, and disseminate messaging through available digital, social and traditional media
  • Plan and develop content, including research briefs, SWOT analyses, speech writing, account pitches, and media relations materials

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