Units
2.0 QUARTER UNITS

Course Description

Formerly "Public and Analyst Relations."

In today's rapidly evolving media landscape, building credibility and trust requires both traditional communication skills and the ability to use AI-powered technologies. This course explores how public relations, media outreach, and campaign communications are adapting to the integration of AI. Students will learn how PR and media professionals use AI to create targeted media lists, draft press releases, personalize pitches, analyze media coverage, and monitor brand reputation. The course also covers AI's role in campaign planning, message development, and reporting, along with its increasing importance in crisis communication and fighting misinformation.

Topics

  • Communications channels
  • Trade shows and event management
  • Photography
  • Wire services
  • Search-optimized press releases
  • Editorial calendar management
  • Press conferences and press tours
  • Product reviews
  • Ongoing public relations management
  • Budgets for international PR
  • Spokesperson training
  • Crisis communications
  • In-house vs. agency PR
  • AI-driven media monitoring and brand reputation
  • AI-assisted messaging and campaign planning

 

Syllabus Library
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This course applies to these programs:

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