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Get Started
The Autumn 2009 program is no longer accepting registrations
Next program starts: Autumn 2010
Details will be posted in Spring
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Classes meet two evenings per week on the UW campus, Seattle.
Autumn Courses
Public Relations Practices and Functions
Schedule: (10 sessions) Mondays, 6-8:30 p.m., Oct. 5-Dec. 7, 2009; $498; 2.5 CEUs.
Instructor: Heidi Hutchinson
Offers a broad introduction to the essential functions of the public relations professional, with emphasis on the diversity of issues and responsibilities that define the profession. Also provides introductory public relations writing experience through a variety of assignments. Topics:
- Roles and responsibilities of the public relations practitioner, including writing, speaking, counseling, media relations and strategic planning
- Professional networking and industry information
- Internal and external client relationships
- Social media and its impact on public relations
- Corporate social responsibility
- Special events
- Ethics
- Research
Media Relations
Schedule: (10 sessions) Wednesdays, 6-8:30 p.m., Sept. 30-Dec. 9, 2009, and Monday, 6-8:30 p.m. Dec. 14, 2009, (No Classes Nov. 11 and Nov. 25); $498; 2.5 CEUs.
Instructor: Dan McConnell
Explores the public relations professional's role and responsibilities in working with the media. Participants learn how to develop and maintain positive relationships with news media representatives, and how to plan and coordinate media briefings. They begin to learn the craft of news media writing, with emphasis on accepted standards of style and format. Topics:
- News media operations, structures and deadlines
- Basics of planning, developing and writing print and broadcast media public relations campaigns
- Introduction to public relations styles and formats used in writing for the media, including news writing, press releases and alerts, pitch letters, media kits, opinion pieces and letters to the editor
Winter Courses
Public Relations Writing
Schedule: (10 sessions) Wednesdays, 6-8:30 p.m., Jan. 6-March 10, 2010; $498; 2.5 CEUs.
Instructor: Lee Schoentrup
Participants learn writing techniques and develop skills in preparation of specialized communications for important internal and external audiences. Topics:
- Profiles and biographies
- Newsletters
- Brochures
- Speeches
- Fundraising materials
- Annual reports
- Internet communications
Tools and Techniques
Schedule: (9 sessions) Mondays, 6-8:30 p.m., Jan. 4-March 8, 2010, and one Saturday, March 6, 2010,
9 a.m.-3 p.m. (no class Jan. 18 and Feb. 15); $498; 2.5 CEUs.
Instructor: Dan McConnell
This hands-on learning course is designed to give students the opportunity to use various public relations tools and techniques. It includes a full-day crisis simulation. Students will build and practice skills in the following areas:
- Branding and positioning
- Investor relations and legal considerations
- Employee communications and community outreach
- Legislative issues and publics affairs
- New media and web technologies
- Crisis communications planning and spokesperson training
- Executive presentation prep and coaching
Spring Courses
Public Relations Strategy
Schedule: (10 sessions) Mondays and Wednesdays, 6-8:30 p.m., March 29-April 28, 2010; $498; 2.5 CEUs.
Instructor: Laird Harris
Provides a practical introduction to the process of developing and executing public relations strategies in a rapidly evolving communications technology environment. Topics include:
- Aligning public relations activities to organizational goals
- Strategic research and analysis with emphasis on internet resources
- Targeting key publics and selecting the right tools to reach them including social and other digital media
- Evaluation of new and traditional media tactics for different public relations situations
- Measuring effectiveness with emphasis on evaluation of the impact of specific tactics on outcomes.
Public Relations Practicum
Schedule: (10 sessions) Mondays and Wednesdays, 6-8:30 p.m., May 3-June 7, 2010 (no class May 31); $498; 2.5 CEUs.
Instructor: Laird Harris
Offers a unique opportunity to explore the day-to-day reality of professional life of a public relations specialist. Working on real-life public relations problems for local business, nonprofit and government organizations, participants gain a practical appreciation for deadlines, emerging issues, rapidly changing priorities, challenging client and media relationships, and cross-functional collaboration. Topics:
- Interviewing clients and setting expectations
- Assessing opportunities and determining needed requirements
- Writing proposals and negotiating a client engagement
- Professional ethics in daily practice
- Presenting public relations recommendations
