PR: From Ideas to Implementation
An introduction to building the personal,
professional and media relationships
you need to successfully promote your
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- Itching for media coverage for
your product, service or idea?
- Do you wonder why the media
chooses to cover one business rather than another?
- Want to take advantage of
social media to spread the word but don't know how?
- Want to develop a PR strategy
for your business?
introductory course gives you the foundation for promoting your business in social,
digital and traditional media. Through group discussion and a coached working
session you'll learn how to present your business to the world, identify what's
newsworthy and unique, and create a basic public relations plan.
you've ever read a magazine, watched TV, listened to the radio, clicked on a
social media post or read news online and wondered how one business was chosen
over another, there's a simple answer: They told the right story to the right
people at the right time.
this introductory two-hour discussion and two-hour hands-on working session,
you'll learn how to create your product, idea or organization's story, and create
foundational materials to spread the word.Whether you're promoting a business, starting one, or generating big
ideas, you'll learn what public relations (PR) strategies work best for what
you do, and whether or not you can expect to get that front page article in the
New York Times or your own blog on
the Huffington Post.
discussion with your peers, we'll share true stories of PR trials and triumphs,
explore how digital media has changed PR strategies and approaches, and
discover the secrets of being "newsworthy."We'll talk about "owned, earned and paid" media and the cost/value ratio
of DIY (do-it-yourself) or hiring professionals.You'll learn how journalists live and think
and why they dread our calls, letters and e-mails.In this hands-on workshop you'll have the
benefit of class and instructor participation as you draft your own PR plan.Best of all, you'll be excited about getting
back to the office and spreading the word!
- How PR has changed through
- How knowing yourself translates
- What works and what doesn't
- How to budget your time and
money for a PR campaign
- What journalists love and hate
As a participant
what information you need to tell a compelling story
your own PR strategy, plan and budget
how to work with owned, earned and paid media
Following the workshop
you will be able to:
appropriate expectations for your PR campaign
up-to-date on today's techniques for generating media coverage
what PR materials you need and how to produce them
newsworthy ideas (and what's NOT newsworthy)
- Small business leaders
- Entry-to-mid-level employees of
any business who want to advance skills in PR and promotion
- Entrepreneurs, inventors and
- People considering PR as a
Jeanine Moss is a branding and marketing strategist who has also been a publisher,
journalist, media relations director, digital communicator, advertising
copywriter, media buyer, membership marketer, entrepreneur and strategic
communications advisor to the Undersecretary of Defense for Personnel &
Readiness. Moss is also the founder and president of Turning Point
Solutions, Inc., providing branding and marketing strategy, thought leadership
marketing, positioning and messaging and integrated media campaigns for clients
like Hewlett-Packard, The September 11th Fund, New York City, United
Way, Lighthouse International, and other technology, healthcare, association
and non-profit organizations.
Maslowski is the President of Maslowski & Associates, a public relations
consultancy in Roseland, N.J. She has handled strategic public relations, media
relations and crisis communications for corporate and non-profit organizations
in health care, government, education, and business-to-business.She is a past president of both the New York
City Chapter and New Jersey Chapters of the Public Relations Society of America
in 2011 was elected to the Public Relations Society of America's College of
Fellows. She is currently completing a masters degree in communications
management at Syracuse University.
For further information, please contact us at (973) 761-9087 or e-mail: CEPS@shu.edu