Shape Your Message and Find Your Audience
Next start date
September 28, 2016
In the multichannel, 24-hour information cycle that is the modern communications landscape, how can your company or organization successfully craft and disseminate its story? How do you develop a complete strategic communications plan that positions your brand and connects with your target audience? That is the overriding challenge in PR and communications today.
In this six-course certificate program, we’ll examine how to control the narrative and persuade audiences with clear and engaging content. You’ll explore various methods for distributing your message, including traditional and digital media, social networks, corporate communications, events and speaking engagements. Gain the latest knowledge and abilities to help you navigate this complex role with confidence.
PR and communications professionals along with those looking to enter the field.
Applicants must have one of the following:
To participate in this program, you’ll need to have at least basic English language skills. To learn more, see English Language Proficiency Requirements.
To enroll in this program, international students must have a visa that permits study in the United States. This program does not enable students to obtain or maintain F-1 visa status. For more information, see Admission Requirements for International Students.
You must have access to a computer, and we recommend a high-speed Internet connection.
You earn the certificate by regularly attending class and successfully completing all required courses. For more information, see Completing Your Program.
Complete the courses listed below to earn the certificate. You may be able to take individual courses without enrolling in the certificate program; check the course pages for details.
Storytelling for Results: An Overview of the PR Profession
Writing for the Communications Professional
Strategic Communications Planning
Advanced Skills Workshop
Certificate in Public Relations & Strategic Communications
Approved by the UW Department of Communication and endorsed by the Public Relations Society of America Puget Sound Chapter and the International Association of Business Communicators Seattle Chapter.
View this program's advisory board.
Each of our programs uses an advisory board to review content, guide design and recommend updates to ensure the program remains current as the field of study evolves. By tapping the minds of the top thinkers, doers and leaders in the field, we offer a transformational learning experience. The following individuals serve as the advisory board for this program.
Wayne Barringer, Director of Creative Services, Boeing
Megan Behrbaum, APR - Manager, Strategic Communications and Programs for New Ventures, REI
J. Paul Blake, Director of Communications & External Relations, UW Evans School of Public Policy & Governance
Rovy Branon, Vice Provost, UW Educational Outreach
Kathleen Fearn-Banks, Associate Professor, UW Department of Communication
Dale Gluck, ABC, Principal Strategist, Strategy Speaks
Laird Harris, Founder and CEO, Harris & Smith Public Affairs
Andrew Hoover, Senior Director, UW Professional & Continuing Education
Randy Hurlow, Director, Public Relations & Consumer Engagement, 206 Inc.
Heidi Hutchinson, Senior Vice President, Edelman Seattle
Cal McAllister, CEO, Wexley School for Girls
Dan McConnell, Principal and Chief Strategist, DMCPR
Malia Morrison, Program Manager, UW Professional & Continuing Education
Todd Pietzsch, Public Relations Manager, Boeing Employees Credit Union (BECU) (Program alumnus)
Jessica Piha, Media Relations Lead, Porch.com
Erika Schmidt, Principal, Sappington
Sarah Shahrabani, Account Supervisor, Porter Novelli
William H. Southern, Jr., Principal, Southern Communications
Teri Thomas, PR & Strategic Communications Consultant, TT Communications
John H. Williams, Jr., President, Scoville Public Relations (Program alumnus)
Date: Thursday, July 28, 2016
Time: 12:00 p.m. - 1:00 p.m. Pacific Time
Download the application form (PDF)
Apply online, or submit an application packet that includes:
We’re currently accepting applications and will be reviewing them in the order they’re received. We’ll accept applications until the program closes.
We’ll contact you within two weeks of receiving your application materials to let you know if you’ve been accepted to the program.
If you’re accepted, we’ll send you details about your first-term course, including information on paying your course fee. Your course fee is due two weeks before the first class.
With the exception of the one-time application fee, certificate program fees are charged on a quarterly basis. Payment is due when you register.
Course fees do not include any costs for class materials such as textbooks and software.
Drops, Withdrawals & Refunds
Attend class in person at one of our convenient locations. You’ll engage face to face with your classmates and instructors as part of a highly interactive curriculum. An online learning management system may be required to access some course materials and assignments.
Our special blended programs combine the convenience of online study with the vibrancy of in-person classes for a unique learning experience.
Not available for this program
Enjoy the flexibility of online learning, which allows you to participate in class activities, assignments and discussions on your schedule, from anywhere. Experience cutting-edge technology and a supportive, diverse learning community.
Senior Director of Marketing Communications, Business Network & Applications Group, SAP
Global Strategist and Senior Counselor, Public Relations, Marketing and Crisis Communications, Dan McConnell PR
Communications Director Infectious Disease Research Institute (IDRI)
Executive Vice President, Consumer, Edelman
Learn how to leverage various digital marketing channels to produce measurable results. Explore fundamental concepts for creating and managing impactful digital content.
Learn how to better understand market needs and build a brand that resonates with your target audience. Study high-level marketing strategy, and discover how to effectively communicate with your customers.
Build a sophisticated understanding of communication processes and of ways to leverage that understanding to engage successfully with relevant constituencies.
Examine a range of social media tools and platforms, and learn how to leverage social media strategies and user-driven content to create measurable business value.
Learn the principles of effective digital storytelling, and develop a strategic, data-driven approach to digital content creation and distribution.