Public relations (PR) has always been a balance of persuasion, information, and communication - but these terms imply a one-sided relationship. The rise of social media and lightning-fast news cycles requires that modern public relation professionals engage more with their audiences and build and maintain relationships. In this course, you'll learn the fundamentals of modern PR, including new research and marketing methods, how to create and maintain relationships with your influencers, and how to react to negative news stories. You'll also learn how to build and monitor a successful PR campaign.

The ability to write well is an essential skill and responsibility for all public relations (PR) professionals. Good writing is often time consuming and doesn't always come easy, but it's vital for connecting with your target audience and conveying your key brand messages in a clear and engaging manner. In this course, you'll learn how to develop written messages for your public relation initiative. You'll explore how to create and distribute attention-grabbing press and social media releases. You'll also learn techniques for managing an effective social media marketing campaign.