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.
KEY COURSE TAKEAWAYS
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
Senior Lecturer of Management Communication, Johnson Graduate School of Management
Theomary Karamanis is an international award-winning communication professor and consultant specializing in management and leadership communications, strategic communication, risk and crisis communication, and health communication. She is currently a Senior Lecturer of Management Communication at the Johnson Graduate School of Management, Cornell SC Johnson College of Business. Professor Karamanis also serves as the vice chair for the Global Communication Certification Council (GCCC), as a member of the Advisory Board of The Warning Project (a nonprofit international partnership devoted to emergency communications), and as a member of the Caribbean Public Health Agency’s Technical Advisory Committee on Communications
Professor Karamanis has an academic background that includes a Ph.D. in communication studies, a Master of Arts in mass communication, and a postgraduate certificate in telecommunications, all from Northwestern University, as well as a Bachelor’s degree in economics from the Athens University of Economics and Business. She also holds professional certifications as a Strategic Communication Management Professional (SCMP), adult trainer, online facilitator, and professional program instructor.