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Media Relations Certificate Program

In today’s fast-paced and evolving media environment, it has never been more important for PR/communication professionals to have a solid grasp of how we collaborate with media.

Designed as an on-demand certificate of completion program, PRSA’s Media Relations program will equip you with the tools to develop and implement a media relations campaign that evokes emotion, inspires change and helps position your organization as the market leader.

This Certificate Program is designed for:

  • Senior-level PR and communication professionals within media relations.
  • Professionals who are responsible for corporate communication.
  • Any professional responsible for managing a corporate communication team.
  • Leaders charged with advising other executives.
  • Professionals responsible for managing strategic plans within communications.
  • Senior communicators with five or more years of experience.

By the end of this program, participants will have learned how to:

  • Apply their understanding of how brands grow, and effective communications to create a media plan around a Big Idea that is impactful and generates results.
  • Write a comprehensive media relations plan that considers their organization’s goals, objectives and target audience.
  • Research and identify a potential celebrity, spokesperson or organization that fits with their company’s mission and business objectives.
  • Use data and research to develop their strategy and approach in any given campaign.
  • Write an effective pitch and maximize their chances of getting media coverage.
  • Proactively build relationships with journalists and editors so their company is seen as go-to experts in the industry.



 Full Course
(All 6 Modules)
PRSA Members$975$195


Learning Modules in this Course

Click on the titles below to read more about each module.

Module 1
The “Big Idea”: Determining the Direction for Your Media Relations Campaign

The term “Big Idea,” coined by advertising tycoon David Ogilvy, can just as easily be applied to public relations. Often described as the aha! moment, it’s the program or event created to evoke emotion, inspire change and help position a brand or an organization as the market leader.

In this module, we will examine the strategy and creative process used to determine the direction of various media relations campaigns: How those campaigns thrived despite an ever-changing and challenging media environment and factors that need to be considered when planning any campaign to minimize risk and ensure the biggest return on investment.

Module 2
Beyond the “Big Idea”: Building a Plan That Sustains Media Momentum Throughout the Year

A strong and effective media relations plan does more than generate press coverage, it boosts brand awareness and reinforces credibility.

In this module, we will cover the basic elements of creating an impactful media relations plan including how to set goals, define objectives, determine strategies and select tactics. There will be a discussion of the factors that go into creating an editorial calendar (e.g., newsjacking, story mining, etc.), resources and tools used for execution (e.g., pitch letters, media alerts, etc.), and how to position internal spokespeople as industry experts and thought leaders.

Module 3
Collaborate and Motivate: The Power of Media Partnerships

Often two like-minded brands with similar values and goals will partner on a project to build business, boost awareness and break into new markets.

In this module, we will examine when and why a brand may want to consider joining forces with a third party or celebrity; common mistakes businesses make when partnering with a third-party spokesperson, organization or celebrity and how to avoid them and examples of successful partnerships.

Module 4
Taking a Surround-Sound Approach to Media: Paid vs. Earned

PESO is a media model strategy that stands for paid, earned, shared and owned media.

In this module, we will explore this further by studying the value and effectiveness of a broad spectrum of paid and shared opportunities. We will also discuss how various companies and brands used paid media to bolster their earned media strategy and extend their reach.

Module 5
Master the Art of Pitching

Pitching the media effectively requires intelligence, creativity and persistence. Simply representing a well-known client or a good product is not enough to ensure media coverage.

In this module, members of the media (e.g., editors and producers) will share insights from firsthand experience on how public relations professionals can work effectively with them so that their efforts will result in a win-win — a win for the client and a win for the media outlet.

Module 6
Meet the Media: Message Development and Interviewing

In today’s 24-hour news cycle, generating media coverage for a brand or organization is harder than ever. If you want to get more media coverage and cultivate relationships with key reporters and producers, your company spokesperson needs to provide commentary with an interesting point of view that makes viewers and readers take note.

This module will be a step-by-step guide to preparing internal and external spokespeople for communicating effectively during an interview. We’ll cover how to write a message track that is short, concise and memorable; how to work the key reporters and producers; and the basics for interviewing.<.p>

Course Length

Course Duration: Approximately 5–6 hours
Module Duration: Approximately 45-60 minutes



Participants with the APR credential earn 0.5 renewal CEUs for each completed module of this course, for a total of 3.0 CEUs. Learn more about Accreditation.

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