Pitching, Digital Media, and Events

This unit advances learners from foundational PR principles to applied tactics for earning attention: writing and distributing pitches and releases, selecting media channels, creating digital content, and planning event-driven publicity. Students will practice targeting audiences, capturing prospects, and integrating short-form/digital platforms and buzz strategies while preparing for campaign measurement and synthesis in the final unit.

Learning Objectives

• Analyze target audiences and media landscapes to prioritize PR channels (traditional, social, digital, and emerging platforms) based on reach, relevance, and engagement potential
• Apply pitch-writing and press-release techniques to produce and distribute targeted media materials (e.g., press release, producer pitch, subject-matter-expert pitch) and capture attendee/prospect information for follow-up
• Demonstrate planning and execution of event-driven PR by developing an event concept, logistics plan, theme/timing ties (including holiday or buzz hooks), and attendee-capture methods
• Evaluate digital content and buzz strategies (short-form video, social-friendly websites, webinars/metaverse, blogs/podcasts) and integrate crisis-aware messaging to recommend a coordinated PR approach that drives earned exposure