Public Relations Essentials in a Digital World Certificate Program


Whether you are working with an agency or building your own advertising and/or PR plan, you need to have the basics to succeed in today’s market. The Advertising and Public Relations Essentials Certificate Program takes you inside advertising and public relations with information and exercises that will enable you to implement effective campaigns for attracting and retaining customers, communicating important messages and reaching your target audiences with well-crafted, cogent communications.
Full of tips and tactics, this five-week certificate program will show you how to write compelling copy, generate press coverage, successfully identify and pitch target media, assess public relations and advertising vehicles, determine what makes advertisements effective, develop budgets, work with agencies, evaluate the effectiveness of your tactics and campaigns, and more.
Advertising and Public Relations Essentials also counts as an elective towards completing the Integrated Marketing Communications Certificate Program.

For More Information, Contact:

Jurate Murray
  • Email:
  • Phone: (312) 362-5913
  • FAX: (312) 362-6540

Student Testimonials

“I enrolled in the Advertising and Public Relations Essentials Certificate Program to get a refresher on what was happening in the PR world since graduating. Though my degree is in public relations, I have not professionally worked in the industry and with the hopes of relocating and finding a new job, I wanted to keep my options open. Having Glynis Gibson as an instructor I was able learn helpful tools and tactics for best practices through real-life examples. Glynis was an excellent instructor who was able to provide thoughtful answers and helpful feedback thanks to her firsthand knowledge. I am so glad I decided to take this course and would love to take another course soon.”
—Erin Morrissey
“I enrolled in the Advertising and Public Relations Essentials Certificate Program with the goal of gaining a better understanding of the challenges facing my organization’s clients in today’s ever-evolving world of PR. Glynis Gibson’s strong background in public relations supported her credibility as an instructor and ensured the course was current, relevant and full of practical information, useful tips and actual examples akin to real-life PR and advertising in today’s market. I enjoyed learning from her and would recommend this course to anyone who wants to learn the basics of advertising and PR from an award-winning communications professional.
—Abbie Sullivan
“I enrolled in DePaul University’s Advertising and Public Relations Essentials certification course to enhance my knowledge of the field. In doing so, I received a wealth of valuable information that significantly improved upon what I had learned while serving in public relations roles.
Glynis Gibson offered professional insights and incorporated an array of public relations and advertising tools and examples to help facilitate the learning process. The course materials provided will also serve as a valuable resource for me as I develop my business. I highly recommend anyone that is seeking to expand and enhance his or her knowledge of public relations and advertising to enroll in this course.”
—Cassandra Griffin

Who Should Attend

This program is ideal for anyone who wants to learn the basics of advertising and PR, and those who are looking for a refresher course given the current digital landscape. It’s also perfect for those who may be responsible for implementing a new advertising or PR campaign in-house, or who may start working with an advertising or public relations agency.


  • Learn the fundamentals of advertising and PR in today’s digital world
  • Become familiar with various advertising and PR tactics and vehicles
  • Gain real-world experience writing ad copy and a press release
  • Participate in fun, practical exercises evaluating your company and other companies’ advertising and PR activities
  • Understand what makes ads successful
  • Learn how to work with the media and how NOT to work the media
  • Evaluate advertising and PR tactics your company could benefit from
  • See what tools are available to help you with your company’s advertising and PR efforts


Week 1—Public Relations Part I
  • And in This Corner…PR vs. advertising and the advantages and disadvantages of each
  • Why “Public” Relations?
  • Show Me the Money, Part I: How PR affects the bottom line
  • Survey SAYS!: What editors want, and don’t want, from PR people, press materials and newsrooms
  • The stepping stones of a PR plan
  • Once Upon a Time: What makes a good story
  • Extra, Extra, Read All About It: Targets, tools, tactics and opportunities for generating press coverage
  • The Digital Age of PR: Multimedia news releases and online newsrooms
Week 2—Public Relations Part II
  • Discussion of online newsrooms
  • Not Your Father’s News Release: Using news releases to reach myriad target audiences with a variety of hard and soft news
  • For Immediate Release: Do’s and don’ts of writing news releases
  • Grammar and I…or Should It Be Me?: Common writing errors and pitfalls
  • News Release Distribution Strategies: How and where to send out news releases
  • Let’s Get Real: The reality of news releases
  • Know Thy Editor, Know Thy Publication: Tools for media targeting
Week 3—Public Relations Part III and Advertising Part I
  • Media Pitching: The good, the bad and the ugly
  • Until Death Do Us Part: How to build solid relationships with the media that will generate long-term results
  • It’s Not What You Say... Actually, It Is: Tips for not sticking your foot in your mouth when speaking with the media
  • Media Monitoring: Tools to track what’s being said and where
  • Start Spreading the News: Sharing your press coverage and stories via social media
  • The Bottom Line: Measurement analytics
  • Truth to Power: Explaining and justifying PR to upper management and salespeople
  • But Wait, There’s More, Part I: PR resources
  • Take Your Marks!: Where to begin when it comes to advertising
  • Know Thy Audience: Demographics and psychographics
Week 4—Advertising Part II
  • Taking Aim: Discussion of TV shows’ target demographics
  • Working with an advertising agency
  • What’s in Your Wallet?: Tips for taglines
  • Triggering desired actions from customers
  • Types of ads
  • Ways to Get Customers to Act Now: Time-proven customer appeals and motivators
  • Write It Right: Tips for writing clear, persuasive copy using key words
  • Advertising Classics: TV, radio and print advertising today
  • Media Kits: Treasure troves of information for advertisers
Week 5—Advertising Part III
  • The Digital Age of Advertising: Facebook, Twitter, mobile advertising and Google Adwords
  • Other traditional, and not so traditional, forms of advertising
  • Show Me the Money: Measurement analytics
  • But Wait, There’s More, Part II: Advertising resources
  • 50 Shades of Gray: Tactics that fall somewhere between PR and advertising
  • Start Spreading the News: Sharing your advertising and shades of gray
  • PR and Advertising: Pulling it all together

Frequently Asked Questions

Click here for DePaul University Continuing and Professional Education departmental student policies.
Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.
Will I have to write papers and take exams?
While the assignments differ for each instructor and course, you will be assigned non-graded homework and receive feedback on each of your assignments. Some courses also include in-class presentations.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.
What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.


Online registration is available 24 hours a day, 7 days a week. Add the course you are interested in to your shopping cart and proceed to checkout. Registration is also available via phone, fax or mail. An Adobe Acrobat PDF of the registration form is provided for your convenience.

Course Availability

Course Section Add to Shopping Cart
KMC 137-00
Glynis Gibson
DePaul Center, Room 7514, 1 East Jackson Blvd., Chicago IL
Tuesdays, October 27 - November 24, 2020, 6:00 - 9:00 PM
0.0 CEUs
0 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to all registrations received after 10/20/2020$795.00