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Course Descriptions

The 2008-2009 program is underway and is no longer accepting registrations Next program starts: Autumn 2009 Details will be posted in Spring Program location: UW campus, Seattle Sign up to receive e-mail updates >> Contact a program representative >>   Download a program overview >>

Autumn Courses

Public Relations Practices and Functions

Schedule: (10 sessions) Mondays, 6:00-8:30 p.m., Sept. 29-Dec. 1, 2008; $466; 2.5 CEUs; Reg # 93716 (see How to Register).
Instructors: Karmen Johnson and Heidi Hutchinson

Offers a comprehensive 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 covered include:

• Role and responsibilities of the public relations practitioner, including writing, speaking, media placement, promotion and counseling
• Professional networking and industry information
• Internal and external client relationships
• Corporate social responsibility and non-profit communications
• Professional ethics
• Special events

Media Relations

Schedule: (10 sessions) Wednesdays, 6:00-8:30 p.m., Sept. 24-Dec.3, 2008 (no class Nov. 26); $466; 2.5 CEUs; Reg# 93717 (see How to Register).
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, 6:00-8:30 p.m., Jan. 7-March 11, 2009; $466; 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, 6:00-8:30 p.m., Jan.5-March 9, 2009, and one Saturday, Mar. 7, 2009, 9 a.m.-3 p.m. (no class Jan. 19 and Feb. 16); $466; 2.6 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, 6:00-8:30 p.m., March 30-Apr. 29, 2009; $466; 2.5 CEUs.

Instructor: Laird Harris

Provides a practical introduction to the process of developing and executing public relations strategies from issue identification and analysis to program evaluation. Topics:

• Developing a strategic communications plan
• Strategic research and analysis
• Perfecting the message
• Maximizing resources
• Measuring effectiveness

Public Relations Practicum

Schedule: (12 sessions) Mondays and Wednesdays, 6:00-8:30 p.m., May 4-June 8, 2009 (no class May 25); $466; 3.4 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