Course

Credit Type:
Course
ACE ID:
MLS-0108
Version:
1
Organization:
Microsoft Corporation
Location:
Online
Length:
20 weeks (120 hours)
Minimum Passing Score:
80
ACE Credit Recommendation Period:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 Public Relations
Description

Objective:

The certificate objective is to master the basics of Public Relations, strategic planning, and media relations while exploring the impact of Generative AI. Students will become proficient in content development and management, leveraging AI tools to enhance the creative process; learn to handle crises with effective communication strategies; build strong media relationships; integrate PR with marketing for cohesive campaigns; learn how to use metrics to evaluate PR campaigns; and craft comprehensive communication strategies. Students will also discover how to conduct a comprehensive stakeholder analysis to identify and characterize different stakeholder groups involved in a PR campaign. Along the way, students will explore how to incorporate Microsoft’s tools, such as Copilot into future work.

This comprehensive program includes five courses designed to equip learners with the essential skills and knowledge to excel in various PR roles such as PR Associate, Communications Coordinator, and Media Relations Coordinator.

Learning Outcomes:

  • Plan basic public relations and communications strategies and identify and evaluate metrics for strategy success
  • Develop a plan to cultivate and maintain relationships with media professionals and leverage relationships for crisis management and brand building
  • Create, organize, and manage various pieces of content for public relations campaigns
  • Develop strategies for effectively integrating multiple communication channels to deliver a cohesive message across a PR campaign

General Topics:

  • Basics of Media Relations
  • Basics of PR Strategy
  • Introduction to Generative AI in PR
  • Introduction to Public Relations
  • Develop PR Campaign Basics
  • Content Creation Strategy
  • Content Development and Management
  • Introduction to PR Content Types
  • Using AI for Content Creation and Animation
  • Create a PR Campaign
  • AI for Crisis Management
  • Building Media Relations
  • Introduction to Crisis Communication
  • Media Engagement Strategies
  • Crisis Communication Strategy
  • Integrated PR Campaigns
  • Introduction to Marketing Communication
  • Leveraging AI for Targeted Communication and Storytelling in PR
  • Storytelling for PR
  • PR Campaign Blueprint
  • Basics of PR Reporting
  • Community and Government Relations in PR
  • Introduction to Stakeholder Management
  • Develop a Stakeholder Relations and Reporting Strategy
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Computer Based Training
  • Discussion
  • Lectures
  • Practical Exercises
  • Project-based Instruction

Methods of Assessment:

  • Examinations
  • Other
  • Quizzes
  • Peer review graded projects with rubric
Supplemental Materials
Equivalencies

Other offerings from Microsoft Corporation

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