Mastering the News Release

Case Study #3
Mastering the Pitch
Media Relations Best Practices
Media List Building
Due: News Release #1

Implementing the Strategic PR Plan
Your Story Corps: Spokespeople, Influencers and Other Stakeholders
Using Influencers to Tell Your Story: Guest Speaker, Ben Walker, CEO, The Zoom Agency, Barcelona

Building Blocks to Great Writing
Thinking Like a Journalist and
Acting Like One, too
Mastering the Interview

Thought Leadership
By-Lines, Op-Eds, White Papers, Podcasts and Speeches
Due: News Release #2

Your Story Begins
Why PR to Tell the Story of Your Business
PR Planning & Strategic Overview

Building Your Brand Story from the Ground Up
Identifying your Audience
How to Message

PR Case Study #1
The Elements of Storytelling
News in the Digital Age: Guest speaker, Scott Higham, Pulitzer Prize-winning Investigative Reporter, The Washington Post
Due: Personal Bios

PR Case Study #2
PR Strategic Planning from Blue-Sky Thinking to Brass Tacks
Due: Group Project Briefs

PR Storytelling Tactics
Data Storytelling
Due: Pitch Letter

Staying Creative & Strategic
Brainstorming Your Way to Breakthrough Campaigns
Personal Branding : Guest speaker, Julie Cottineau, founder, BrandTwist, former VP of Brand, Virgin

As Seen on TV
How to Prepare for Media Interviews & Public Speaking
Preparing the Agency Brief: Guest speaker, Jane Mauskch, Global Creative Chairperson, Beauty@Gotham (McCann)
Due: Thought Leadership Piece

Case Study #4
Crisis Management
Ethics in PR

How to Hire A PR Firm
Due: Final Project Presentations

Due: Final Project Presentations