Consulting

3 Credits · Level: Graduate

This course will introduce students to principles and practices associated with becoming a PR consultant. A PR consultant is an advisor who stakeholders rely on to communicate with key publics, shape their image, promote various business activities, and proactively plan for communication issues that may impact the bottom line. Whether consulting within an agency setting, non-profit organization, or self-employment, PR practitioners require acumen to manage client expectations, build and execute budgets, prepare persuasive materials, and multitask with ease and expertise. In this course, students will learn how to build a consultancy relationship by developing the skills to conduct needs analysis, negotiate rates/contracts, set realistic financial goals, and solve root-cause problems. Further, students will fine tune their writing and presentation skills by simulating real-world consulting activities that will result in inclusive and effective PR campaigns. Learning Outcomes: Examine the role of a consultant both within the communications industry and within an agency setting Build an understanding of the structure and expectations of a client-consultant relationship Demonstrate skills of the business processes that support a consulting agency, including responding to RFPs, pitching work, budgeting, and billing Facilitate a simulated client on-boarding process Assess the needs of a client in order to present a proposed scope of work