Public Relations   

Welcome to the Public Relations Career Academy. This comprehensive program is designed to equip aspiring PR specialists with the essential skills and knowledge needed to excel in the dynamic world of public relations. Through this curriculum, you'll learn how to harness media insights and stakeholder engagement to create effective PR strategies and drive brand reputation.

Throughout this program, you'll master a wide array of PR tools and techniques, including media monitoring, audience segmentation, crisis communication, and the fundamentals of data-driven PR decisions. You’ll gain proficiency in industry-standard platforms like Google Alerts, and Hootsuite, while developing a deep understanding of sentiment analysis, stakeholder mapping, and impact reporting. This program prepares you to leverage real-time media dashboards, monitor key performance indicators (KPIs) like media impressions and share of voice, and create impactful PR strategies that align with organizational goals, setting you up for success in a public relations career. The Public Relations Specialist Career Academy includes the Microsoft Public Relations and Communication Associate Professional Certificate as well as and 6 Guided Projects:

• Google Ads for Beginners
• Create a Promotional Video using Canva
• How to Set up a Facebook Ads Campaign
• Get Started with Facebook Ads Manager
• Create a Targeted Ad with Facebook Audience Insights
• Prompt Engineering Generative AI for Marketing and Advertising

The course combines video lectures, interactive labs, and real-world projects to ensure you not only learn but apply your knowledge effectively. With guided assessments and feedback, you will build a robust portfolio that showcases your skills to potential employers.

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Are you ready to launch a dynamic career in Public Relations and Communications? This Professional Certificate Program is your gateway to the exciting world of PR, designed specifically for aspiring professionals eager to make a mark in the industry. This comprehensive program brought to you by Microsoft, comprising five courses, equips you with the essential skills and knowledge to excel in various PR roles such as PR Associate, Communications Coordinator, and Media Relations Coordinator.

You'll master the basics of Public Relations, strategic planning, and media relations while exploring the impact of Generative AI. Become proficient in content development and management, leveraging AI tools to enhance your creative process. Learn to handle crises with effective communication strategies, build strong media relationships, and integrate PR with marketing for cohesive campaigns. You'll learn how to use metrics to evaluate PR campaigns and craft comprehensive communication strategies. You will also discover how to conduct a comprehensive stakeholder analysis to identify and characterize different stakeholder groups involved in a PR campaign. Along the way, you will explore how to incorporate Microsoft’s tools, such as Copilot into your future work. 

This program not only provides theoretical knowledge but also hands-on experience, preparing you for the real-world challenges of Public Relations. Enroll now and take the first step towards becoming a PR powerhouse!

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In this 2-hour long tutorial, you will learn how to get started with Google Search Ads and create successful campaigns to reach new customers and grow your business. We'll work on Google Ads, Google's online advertising platform. You will drive qualified traffic, or best-fit customers to your business while they're searching on Google, for products and services like the ones that you offer.

By the end of the tutorial, you will be able to:

- Create your account on Google Ads
- Set up the first campaign structure
- Set up conversion tracking
- Add relevant audience, set bids and budgets and targeting
- Set up ad groups
- Do effective keyword research
- Create impactful and relevant ads
- Navigate through the Google Ads Dashboard
- Learn about Tools and Settings available on Google Ads
- Optimize ad campaigns to generate conversions and be profitable

Note: If you don't have a Google account, you will need to create one to be able to complete the content.

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In this 1-hour long project-based course, you will learn how to create a script and then create a Promotional Video around it and make the video appealing using video backgrounds, images and animations. By the end of this project, you will be confident in creating an eye-catching and professional Promotional Video in Canva which you can use to Market on Social Media Platforms.

The same skills can be used in creating Promotional Video in any industry like real estate, finance, healthcare or for any other business.

We will be using Canva for this purpose and we will create a Promotional Video slide by slide. We will begin by creating video slides around the Customer’s pain points and introduce our Solutions. We will then persuade our target customers through USPs and Testimonials and finish the video with a Call to Action.

No prior experience in video creation or graphic design or scriptwriting is needed.

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Throughout the project, you will be able to create a Business Manager account and an Ad account. We will also be able to create a new Facebook Ads campaign and to select the right objective for it. Moreover, you will create the Ad Sets and set its elements: the budget, the duration, the audience, and the placement. Finally , you will be able to select an existing Ad to boost or to create an Ad from scratch which is the last step before launching the Facebook Ads campaign.

This project is for intermediate Social Media Managers, who already have the basics of how to manage a Facebook page, can deal with Facebook Business and posts easily, and who are interested in setting up Facebook Ads campaigns in a correct way. Learning to use Facebook Ads enables you to have control over your spending on Social Media, get clear insights about the performance of your Facebook Ads campaigns and finally reach your perfect audience easily.

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By the end of this project, learners will know how to get started with Facebook Ads Manager. According to Facebook, “Ads Manager is a Facebook tool that lets you create and manage your Facebook ads. You can view, make changes and see results for all your Facebook campaigns, ad sets and ads. Go to Ads Manager.”

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By the end of this project, you will be able to create three different types of target audience ads for a small business using Facebook Audience Insights. This is a great tool to use if you want to take part in one of the world's largest marketplaces, Facebook. Specifically, you will create a Contact List, Site Visitor, and App User targeted ad for Facebook advertising.

This is a great project to use if you have plans to advertise on Facebook. It is a useful project for marketing and sales professionals, but is easy to handle for people from any department in any role.

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In this exciting project, you're about to embark on a journey into the world of AI-powered marketing. We'll start by teaching you how to create catchy texts and eye-catching images using advanced AI tools.

As we delve deeper, you'll discover powerful techniques like sentiment analysis, which helps gauge customer feelings, and A/B testing, which lets you find out which marketing strategy works best. Not only will these skills enhance your marketing strategies, but they'll also equip you to design content that truly resonates with your audience.

By the project's end, you'll have a toolkit of skills to create standout marketing materials, ensuring your business gets the attention it deserves and propelling it towards growth.

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