Public Relations and Content Marketing

Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Content marketing is an aspect of strategic marketing that involves creating and distributing content of relevant and consistent interest to attract and retain a clearly defined audience and generate profitable customer action.

This course has been designed to teach students to optimize marketing decisions in their future professional careers. It begins with a definition and introduction of public relations (PR) and relevant concepts related to Earned Media that will lead the students to understand why PR is a key practice in marketing and corporate communications. The goal is to know how to mix and find a perfect combination between public relations strategy, planning and tactics.

Besides Earned Media and reputation management, it is key to understand the correct path to find the accurate strategy with regards to content marketing in Owned Media, with a special focus on the social media landscape. Therefore, in this course students will learn, among other things, how to establish a content creation framework, how to plan a long-term content strategy, how to generate content ideas, how to conduct a successful content marketing campaign and aspects such as effective content promotion, and content measurement and analysis.