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Introduction, what you”ll be talking about – 1) why pr for mbas, 2) why prsa and nyu partnership is a good idea, 3) the content the nyu course will cover
The first thing I’m going to talk about is why MBA students need an MBA course
Public relations ties into all of these facets, which are integral parts of most businesses.
Next I’m going to talk about why PSRA should start a pilot pr program at NYU Stern School of Business
Overview and background of PRSA – it’s the world’s largest and foremost organization of public relations professionals. Mission – sounding a clear, consistent voice on important issues of our time.
Networking – 14 professional interest sections, Prof recognition – prsa awards ceremonies, learning – offer prof. dev. programs and conferences, Intelligence – award winning periodicals, news updates, blogs
Now I’m going to explain the details of our proposed course for our MBA students
Topics covered would include consumer product communications, non-profit pr, corporate social responsibility. Issues/ crisis management, integrated marketing, and digital/social media
Students will prepare press releases, fact sheets, ;pitch letters, e-mail pitches, media advisory/tip sheets, and undertsand how they fit into a comprehensive pr/communications campaign
Transition #3 – Last we’re going to talk about the PR Course Content, what will be covered week by week. The course consists of 11 classes. The following covers the topics covered in each class.
Intro to the course, define what pr is and different types of pr
Crucial to every business campaign. Explain how clear writing can affect whether a company wins or loses business
Undertsanding PR Plan elements – situation analysis, objectives, strategies, tactics, audiences, media targets. Creating successful pr programs that tie back to objective
Creating press releases, fact sheets, media advisory/ tip sheets, media pitches. Understanding media and pr relationship.
Creating basic digital/ social media communications using fb, twitter, foursquare, liknedin, blogging. Recognizing the value of customer feedback and interactivity.
Key crisis communications elements: issues, audiences, messages, media and evaluation. Understanding how social media shifts communications powers during a crisis.
Integrated Mrekting Communications – PR that sells
PR that sells – identifying target markets, the IMC mix, brand entertainment
The importance of brand entertainment and blogging in a pr campaign
How volunteers, donors, donor and staff affect the landscape. Pros and cons of fundraising, not for profit specific digital communications.
How solid pr plans will benefit business professionals in any industry
Mock pr campaign pitch to professor and class
Course readings carefully selected to supplement weekly lessons. 1) Reputation Management: The Key to Successful Public Relations and Corporate Communication by pr experts Doorley and Garcia , 2) The New Rules of Marketing and PR: How to Use Social Media, logs, News Releases, Online Video, and Viral marketing to Reach Buyers Directly by David Meerman Scott.
Experts in the pr and communications industry will come in as guest speakers, to give mba students a real life perspective on public relations and business
Source Page Stock photos – google.com photo images PRSA facts –PRSA.org NYU facts – nyu.stern.edu Business Leader and Pilot program facts – prnewser.com Pilot course content fashioned after a current continuing education course at NYU – Public Relations Functions and Practices, taught by Eric Chandler