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Course Description

You always need public relations for one critical reason: PR drives sales. But do you have to hire an external PR agency? Can you afford it? How do you choose one? How do you compare requests for proposals from different agencies? And once you've hired an agency, how can you get the greatest value for your spend?

This course is designed to give people who are current or potential clients of external PR firms the skills they need to optimize their PR efforts. In this course, you will identify best practices for determining whether to use external resources, for vetting potential agencies, and for hiring and managing those agencies. As the client, you will always have a finite marketing budget, but you can use best practices to yield the greatest value from the portion of it that you're spending with an agency. You will discover a simple calculation to determine whether you can afford a PR firm now; and if you can't afford one now, you will identify concrete steps you can take towards that goal. Through this course, you will determine how to best leverage a PR agency.

Faculty Author

Theomary Karamanis

Benefits to the Learner

  • Determine when and how to hire a PR firm
  • Explore how to build an agency ecosystem and operating model without overlaps or gaps
  • Identify best practices for efficiently managing the account relationship
  • Examine ways to measure ROI and evaluate the overall relationship

Target Audience

  • Communications professionals
  • Current or aspiring public relations professionals
  • Managers
  • Executives
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Language of Delivery
English
Type
2 week
Dates
Jan 18, 2023 to Jan 31, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Mar 15, 2023 to Mar 28, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
May 10, 2023 to May 23, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Jul 05, 2023 to Jul 18, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Aug 30, 2023 to Sep 12, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Oct 25, 2023 to Nov 07, 2023
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Language of Delivery
English
Type
2 week
Dates
Dec 20, 2023 to Jan 02, 2024
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00
Section Notes
IMPORTANT COURSE INFORMATION
  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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