Using Social Media as a Tool for Public Relations — Pete Codella's course at University of California, Irvine Extension

Those of you who have followed my blog for the past few months know I’m gearing up to teach an online course called Using Social Media as a Tool for Public Relations.

It’s being offered through the University of California, Irvine Extension.

There are still a few open seats, so if you’d like to enroll, you can visit the UCI Extension site to sign-up.

Course Description

Public relations is about mutually beneficial relationships between organizations and the audiences on which their success or failure depends. Key audiences of every kind can now be reached through new technology. Social media is especially helpful in fostering communication with and listening to key constituencies. It’s now incumbent upon public relations professionals to not only be familiar with, but also be able to implement and manage a myriad of effective online communication channels. This course will discuss all types of social media — from social networking to publishing content on blogs, newsrooms and wikis, to multimedia sharing and bookmarking — as part of an effective online public relations strategy.

Course Textbook

David Meerman Scott (2007) The New Rules of Marketing and PR — How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly. Hoboken, New Jersey: John Wiley & Sons, Inc. ISBN 978-0-470-11345-5.

This book is a couple years old now, but it does an excellent job at laying the foundation for the topics we’ll cover in this course. If you haven’t already read it, whether you enroll in this course or not, I recommend you get to know David Meerman Scott. And you can start with The New Rules of Marketing and PR.

Feedback?

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