Explore how to break through the clutter with public relations techniques to help ensure your key
audience is listening to your message. The course will include individual papers, workshops, and a team
project that focuses on creating effective messages and influencing audiences.
Goal: Students will understand why certain messages are effective and resonate with consumers
and how to develop messages for a client’s product or service.
Objective 1: Students will learn how to use specific PR tools such as surveys and focus groups to
develop message direction/positioning.
Objective 2: Students will learn how to write a persuasive argument.
Objective 3: Students will learn how to write messages in a problem/solution format and how to
develop a strong message platform.
Objective 4: Students will learn how to develop insights and create a new product, as a team,
to break through a crowded marketplace.