Become a public opinion shaper in one of today s fastest growing fields!

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1 Certificate in Public Relations Certificate in Public Relations, Concentration in Entertainment Publicity Certificate in Public Relations, Concentration in Nonprofit Public Relations Become a public opinion shaper in one of today s fastest growing fields! uclaetension.edu

2 Launch a dynamic career in one of today s fastest growing sectors Public relations professionals draw on a broad range of skills in their unique roles as public opinion shapers and the keepers of corporate, nonprofit, and individual reputations. That distinctive combination of abilities draws energetic, creative, and strategic thinkers to PR. Even as industries across the country shrink, the public relations industry is epected to grow nearly 20% through 2016, according to the U.S. Bureau of Labor Statistics. For this and other reasons, PR is an ideal career choice. Learn how to flourish in today s PR industry UCLA Etension s Public Relations Certificate teaches you to sharpen your insight into how marketing, mass communications, and consumer psychology influence public opinion and behavior so that whether you work in-house, at an agency, or for an individual, you are ready to shape the reputations of initiatives, people, and products. Get the career skills and knowledge you need quickly You can complete a PR Certificate in as little as 18 months, or sharpen your skills with individual courses that fit your needs. The knowledge and professional training you receive here will rapidly prepare you for the career you want. Instructor Marty Cooper, President of Cooper Communications and past president of the Public Relations Society of America, L.A. Chapter. 2

3 The UCLA Etension Advantage Our timely and comprehensive certificate curricula, reviewed and approved by UCLA academic departments, focus on applied skills and knowledge for today s workplace. Learn through a combination of interactive classroom discussion, real-world projects, and internships where you can gain handson eperience. There has never been a more eciting time to prepare for a career in public relations. The profession is evolving rapidly and is ripe with opportunity for those willing to invest in developing and honing their skills. I have seen firsthand how UCLA Etension provides students with a foundation for success. It s where anyone with a desire to work in PR can learn the transferrable, real-world skills that employers demand from today s PR professional. Erik Deutsch Instructor and Principal of EcelPR Group 3

4 UCLA Etension Public Relations Program This comprehensive program, recognized for its long-standing reputation for developing outstanding PR professionals in Los Angeles, is designed for aspiring and mid-career public relations practitioners. We focus on teaching you how to build and manage a company, organization, or individual s image and reputation and how to drive your clients goals through effective, powerful communication. Epert Instructors and Outstanding Courses As working professionals and leaders in their field, our instructors use realworld case studies and eamples from their own long careers to teach you how to create winning public relations campaigns one moment and effectively manage a high-profile crisis the net. Courses focus on applied skills and knowledge for today s workplace. They are designed to be taken sequentially and culminate in a capstone course. Students build additional skills in specialized areas through elective requirements. Whether your goal is to work in a corporation, agency, the entertainment industry, the nonprofit world, or politics, UCLA Etension s Public Relations Program affords unparalleled prospects to help launch or advance your PR career. Looking back on my accomplishment, I ve identified the true treasure of UCLA Etension s Public Relations Certificate Program: having accessible instructors working in PR by day who then bring their real-world eperience and guest speaker contacts and colleagues with them to class at night. Talk about opening doors to learning and opportunities! Charles Carter 09 Senior Communications Analyst at UCLA Transportation Contact Us For more information or to join our mailing list, pr@uclaetension.edu, call (310) , or visit uclaetension.edu/pr. 4

5 Certificate in Public Relations UCLA Etension s primary Certificate in Public Relations presents students with the groundwork necessary to embark on a career in this eciting field and to enhance their professional lives with targeted training. Foundation courses focus on developing essential PR skills, such as writing, eecuting successful publicity campaigns, and developing relationships. Other courses also help established PR professionals advance their skills in crisis management, social media, strategic planning, and cause-related marketing. Core Requirements Students complete 20 units of required courses plus 6 units of elective credit for 26 total units. The following requirements are valid through summer Course scheduling is subject to adjustment. Courses are recommended to be taken in the order presented here. Fundamentals of Public Relations* (3 units) Fundamentals of Reporting and Writing I* (3 units) Crisis Management and Communications: Safeguarding Image and Viability (2 units) Writing for Public Relations* (3 units) Working with the Media (3 units) Public Relations Management (3 units) Public Relations in Practice: Putting It All Together (3 units) Elective Requirements Students must complete 6 units of elective credit. Eamples include: Preparing for a Career in Public Relations (.75 unit) Entertainment Public Relations (2 units) Public Relations for Nonprofit Organizations* (3 units) Special Events Sponsorship and Cause-Related Marketing (2 units) Television Publicity for the Entertainment Industry (3 units) Film Publicity for the Entertainment Industry (3 units) Special Events Planning (1 unit) Advanced Public Relations Writing (2 units) Public Speaking for Public Relations Professionals (3 units) (To be determined) Introduction to Nonprofit Organizations (1 unit) Strategic Planning for Nonprofit Organizations (1 unit) Public Relations Internship (3 units) *Course also offered online. All online courses count toward the certificate. This Fundraising course counts as an elective in the Public Relations Certificates. 5

6 Public Relations Certificate, Concentration in Entertainment Publicity This comprehensive curriculum is designed for those interested in working in the entertainment industry. You ll learn skills such as directing publicity campaigns for major motion pictures, television series, and gaming products; managing the future of emerging media outlets; and representing celebrities. The program not only grounds students in the essentials of PR, but also in skills vital to succeed in the entertainment industry, such as recruiting celebrity spokespersons, crisis management, and reputation shaping. Among teachers, counselors, guests, and staff, I only met the best people. Thanks to all the classes that taught me how to write press releases, deal with journalists, pitch stories, and much more, I was able to start applying everything I was learning in my own career right away. No words show my appreciation to all my awesome teachers for the most amazing classes I ve ever had and for sharing their rich knowledge and precious tips with us. Thanks to UCLA Etension for helping to make my dream come true (cheesy, but true!). Renata Amaral, 07 Ross King interviewing Fergie of the Black Eyed Peas. The UCLA Etension Public Relations Program offers a wealth of firsthand eperience from seasoned PR professionals. The insights and relationships that come from courses like these give you a real leg up in the marketplace. Sandi Padnos Instructor and President of SCOOP Seminars As a student in our Working with the Media course, you ll see what it s like to work with journalists in the field. You ll learn what makes news, how to pitch a story, and how to develop relationships with reporters. Joe Schlosser Instructor and Senior Vice President, Communications at NBC Universal Television Distribution 6

7 Core Requirements Students complete 28 units of required courses plus 3 units of elective credit for 31 total units. The following requirements are valid through summer Course scheduling is subject to adjustment. Courses are recommended to be taken in the order presented here. Fundamentals of Public Relations* (3 units) Fundamentals of Reporting and Writing I* (3 units) Television Publicity for the Entertainment Industry (3 units) Entertainment Public Relations (2 units) Film Publicity for the Entertainment Industry (3 units) Crisis Management and Communications: Safeguarding Image and Viability (2 units) Writing for Public Relations* (3 units) Working with the Media (3 units) Public Relations Management (3 units) Public Relations in Practice: Putting It All Together (3 units) Elective Requirements Students must complete 3 units of elective credit. Eamples include: Recruiting and Coordinating Celebrities/Talent for Special Events, Spokespersons, and Product Promotions (1 unit) Special Events Planning (1 unit) Representing Talent in Agency Public Relations (1 unit) (To be determined) Public Relations Internship (3 units) *Course also offered online. All online courses count toward the certificate. This Fundraising course counts as an elective in the Public Relations Certificates. 7

8 Public Relations Certificate, Concentration in Nonprofit Public Relations This certificate provides the required skills for individuals interested in advancing the goals of institutions and organizations in the nonprofit sector. The comprehensive curriculum grounds students in the essentials of PR; the leicon of the nonprofit world; and critical skills, such as fundraising, strategic planning, and cause-related marketing. Because this work is often multi-disciplinary, I ve taught everyone from C-level corporate eecutives, nonprofit fundraisers, and community relations managers to marketing, advertising, and PR professionals. One of my former UCLA Etension students entered our firm new to PR, but thoroughly trained in an area of rapid growth. She quickly ecelled and was promoted after only a year, so I ve suggested other employees take courses through UCLA Etension in order to further their professional development. Scott Pansky Instructor and Partner/Co-Founder at Allison & Partners 8

9 Core Requirements Students complete 30 units of required courses plus 3 units of elective credit for 33 total units. The following requirements are valid through summer Course scheduling is subject to adjustment. Courses are recommended to be taken in the order presented here. Fundamentals of Public Relations* (3 units) Fundamentals of Reporting and Writing I* (3 units) Introduction to Nonprofit Organizations (1 unit) The Art of Fundraising (3 units) Public Relations for Nonprofit Organizations* (3 units) Writing for Public Relations* (3 units) Crisis Management and Communications: Safeguarding Image and Viability (2 units) Strategic Planning for Nonprofit Organizations (1 unit) Working with the Media (3 units) Special Events Sponsorship and Cause-Related Marketing (2 units) Public Relations Management (3 units) Public Relations in Practice: Putting It All Together (3 units) Elective Requirements Students must complete 3 units of elective credit. Eamples include: Fundraising Strategies for a New Economy (1.25 units) Recruiting and Coordinating Celebrities/Talent for Special Events, Spokespersons, and Product Promotions (1 unit) Donor Stewardship and Recognition (1 unit) (To be determined) Prospect Research and the Internet (1 unit) (To be determined) The Art of the Interview (3 units) (Journalism course) An Inside Look at Politics: From Public Relations to Fundraising (1 unit) (To be determined) Public Relations Internship (3 units) *Course also offered online. All online courses count toward the certificate. This Fundraising course counts as an elective in the Public Relations Certificates. 9

10 Frequently Asked Questions Who will teach me? Our instructors are working PR professionals with many years of eperience in entertainment publicity, agency, corporate, nonprofit, health care, politics, public affairs, and other areas. They have a deep understanding of today s rapidly evolving media climate, and they maintain strong ties to nationally respected professional associations, such as the Public Relations Society of America and Entertainment Publicists Professional Society. Most importantly, they are passionate about preparing the net generation of professionals for the eciting, comple, and evolving challenges that PR holds. Will I fit in as a student? Your fellow students are aspiring PR professionals who want to build a foundation of knowledge about this diverse and challenging field. Others are midcareer professionals who want to advance their writing, social media, strategic communication, and planning skills to move up in their current position or start their own firm. Still others are professionals from other fields looking to apply public relations strategies to accomplish their organization s long-term goals. In both our online and classroom courses, you ll study alongside a diverse group of students from across Southern California and around the world. Our certificates also draw graduates of other universities public relations and communications programs. Note: Courses are taught at college-level and most students are post-graduates; however, a degree is not required to enroll in our courses or a full certificate. Where are my classes held? Courses are held on the UCLA campus in Westwood, at our downtown Los Angeles location on Figueroa Street, and online. What networking and professional development opportunities are there for me? Networking is an important part of professional growth and development. Through our curriculum and instructors, you ll have contact with eperts who can help you cultivate your professional reputation and reach your goals. Opportunities include specialized conferences, in-class guest speakers who share information about the profession and upcoming jobs, and peer-to-peer networking with fellow students. In addition, many certificate students take advantage of our internship program to epand their network and open doors. Do you offer internships? Yes! Internships are offered for elective credit to eligible certificate students who have satisfied the prerequisite courses with a minimum B grade. For eligibility requirements and an application, pr@uclaetension.edu or call (310) What is a Certificate? Certificates provide a focused curriculum designed to give you knowledge and skills in a specific area. These are the perfect way for you to get the skills needed to change careers or improve your likelihood of getting a promotion. Certificates are considered post-baccalaureate professional training and are designed in content, focus, and presentation style to the standards of instruction used in degree programs with an added benefit of practical training. 10

11 Students choose certificate programs to prepare for work in fast-changing fields, boost their careers, or simply master a subject area in a comprehensive, well-articulated way. Successful completion of the requirements leads to the award of a Gold Seal certificate from UCLA Etension. When can I start? What if I work full time already? You can start taking individual classes at any time. Most of our students also hold full-time jobs in addition to their studies, so our conveniently scheduled evening, weekend, and online courses let you learn while you earn. How do I complete a Public Relations Certificate? As soon as you ve taken a course or two and feel PR is the right fit for you, establish your certificate candidacy. By applying for your certificate, you ll be the first to receive notices when you can enroll each quarter, and you ll set your course requirements for the net 3 years. Most courses taken in the past 3 years can count toward any of the 3 Public Relations Certificates. Plus, if you ve completed the necessary prerequisites, you re eligible for internships that can boost your résumé. You ll also have access to a Certificate Advisor who can assist you if you ve already taken some PR courses to see if those can be applied towards your requirements. You may be allowed to waive a maimum of 2 required courses based on similar coursework from another institution, pending departmental approval. How soon can I complete my requirements? Our students typically take 18 months to 2 years to complete a certificate. Students must complete requirements within 3 years from the date of enrolling in the certificate. Courses must be completed with a minimum letter grade of C. Some one-day courses are offered for pass/no pass credit, but must be passed in order to complete a certificate. How can I stay up-to-date on program requirements? For a current schedule of courses and requirements, visit uclaetension.edu/pr. How do I enroll in the Certificate? Enroll online in a PR Certificate by visiting uclaetension.edu, clicking the Quick Enroll tab, and entering CF019 (Certificate in Public Relations), CF298 (Concentration in Entertainment Publicity), or CF316 (Concentration in Nonprofit Public Relations). What s the cost? The total estimated cost for the certificate is approimately $4,900 including the certificate candidacy fee. This estimate does not include tetbooks and parking. About UCLA Etension Established in 1917, UCLA Etension is the continuing education arm of the University of California at Los Angeles. UCLA Etension offers courses and programs evenings, weekends, and online in business and management, engineering, information systems, entertainment studies, public policy, public health, the humanities, and many other fields. Find out more about UCLA Etension at our website: uclaetension.edu. 11