All enterprises are governed by numbers; most managers and clients use data every day. Public relations propels those numbers, making PR a business necessity rather than a nice-to-have enhancement. Communications professionals must therefore frame discussions around PR using business metrics developed through evidence-based plans, measurable evaluations, and calculated ROI. Students in this course will examine how "strategic PR" is all about crafting a precise plan to use public relations to achieve organizational goals.
In this course, you will learn that to be successful, you need to map out where your organization is headed in terms of business goals, how PR is going to help you get there, and who your audience is for your PR efforts. You will follow a recommended eight-step plan for building a communications strategy consisting of clearly articulated steps for creating an evidence-based approach to public relations that can help impact your organization's bottom line. By the end of this course, you will be able to devise, measure, and evaluate your PR strategy.
Key Course Takeaways
Follow the recommended eight-step plan for building a communications strategy
Create key messages for each audience segment
Determine which tactics to employ given budgetary constraints
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.