Media Relations Certificate Program

Categories: Media Relations, Social Media

In today’s fast-paced and evolving media environment, it has never been more important for PR/communication professionals to have a solid grasp of how we collaborate with media. Designed as an interactive, live certificate of completion program, PRSA’s newest Certificate Program on Media Relations unpacks a toolkit that is customized for today’s PR/communication professional. Participants of the Media Relations Certificate Program will learn to develop and implement a media relations campaign that evokes emotion, inspires change and helps position your organization as the market leader. 

The live, online series of six modules will launch on Wednesday, Nov. 3, 2021, and run through Dec. 15, 2021, airing each consecutive Wednesday (no session week of Thanksgiving) from 3–4:30 p.m. ET. All modules will be recorded so that participants can listen or review them after the live date or to re-listen in preparation for the final exam. Additionally, member participants will be given access to an exclusive online forum offering private access and interactive dialogue with other members taking the certificate program.

Led and moderated by media relations strategist Judy Welage, each module will feature a recognized guest speaker. Most modules also will include a case study presented by an industry leader who will work through the case study or project and will share their learning outcomes and how they can be applicable to your organization’s goals.

After successfully completing the 18-question, multiple-choice exam at the end of the series, registrants of this program will be awarded a PRSA certificate of completion.  

Media Relations Certificate Program Modules and Live Broadcast Dates:

1.  The “Big Idea”: Determining the Direction for Your Media Relations Campaign
     Nov. 3, 2021, 3–4:30 p.m. ET

2.  Beyond the “Big Idea”: Building a Plan That Sustains Media Momentum Throughout the Year 
     Nov. 10, 2021, 3–4:30 p.m. ET

3.  Collaborate and Motivate: The Power of Media Partnerships
     Nov. 17, 2021, 3–4:30 p.m. ET

4.  Taking a Surround-Sound Approach to Media: Paid vs. Earned
     Dec. 1, 2021, 3–4:30 p.m. ET

5.  Master the Art of Pitching
     Dec. 8, 2021, 3–4:30 p.m. ET

6.  Meet the Media: Message Development and Interviewing 
     Dec. 15, 2021, 3–4:30 p.m. ET

This Certificate Program is designed for:

• Senior-level PR and communication professionals within media relations.
• Professionals who are responsible for corporate communication.
• Any professional responsible for managing a corporate communication team.
• Leaders charged with advising other executives.
• Professionals responsible for managing strategic plans within communications.
• Senior communicators with five or more years of experience.