Continuing Education and Professional Studies

 PR: From Ideas to Implementation

An introduction to building the personal, professional and media relationships
you need to successfully promote your business.

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  • Itching for media coverage for your product, service or idea?
  • Do you wonder why the media chooses to cover one business rather than another?
  • Want to take advantage of social media to spread the word but don't know how?
  • Want to develop a PR strategy for your business?


This introductory course gives you the foundation for promoting your business in social, digital and traditional media. Through group discussion and a coached working session you'll learn how to present your business to the world, identify what's newsworthy and unique, and create a basic public relations plan.

Program Description

If you've ever read a magazine, watched TV, listened to the radio, clicked on a social media post or read news online and wondered how one business was chosen over another, there's a simple answer: They told the right story to the right people at the right time.

In this introductory two-hour discussion and two-hour hands-on working session, you'll learn how to create your product, idea or organization's story, and create foundational materials to spread the word.Whether you're promoting a business, starting one, or generating big ideas, you'll learn what public relations (PR) strategies work best for what you do, and whether or not you can expect to get that front page article in the New York Times or your own blog on the Huffington Post.

In discussion with your peers, we'll share true stories of PR trials and triumphs, explore how digital media has changed PR strategies and approaches, and discover the secrets of being "newsworthy."We'll talk about "owned, earned and paid" media and the cost/value ratio of DIY (do-it-yourself) or hiring professionals.You'll learn how journalists live and think and why they dread our calls, letters and e-mails.In this hands-on workshop you'll have the benefit of class and instructor participation as you draft your own PR plan.Best of all, you'll be excited about getting back to the office and spreading the word!

Topics Covered

  • How PR has changed through social media
  • How knowing yourself translates into buzz
  • What works and what doesn't
  • How to budget your time and money for a PR campaign
  • What journalists love and hate


As a participant you will:

  • Learn what information you need to tell a compelling story
  • Create your own PR strategy, plan and budget
  • Draft PR materials
  • Understand how to work with owned, earned and paid media


Following the workshop you will be able to:

  • Set appropriate expectations for your PR campaign
  • Be up-to-date on today's techniques for generating media coverage
  • Know what PR materials you need and how to produce them
  • Spot newsworthy ideas (and what's NOT newsworthy)

Intended Audience

  • Small business leaders
  • Entry-to-mid-level employees of any business who want to advance skills in PR and promotion
  • Entrepreneurs, inventors and innovators
  • People considering PR as a career


Jeanine Moss is a branding and marketing strategist who has also been a publisher, journalist, media relations director, digital communicator, advertising copywriter, media buyer, membership marketer, entrepreneur and strategic communications advisor to the Undersecretary of Defense for Personnel & Readiness.  Moss is also the founder and president of Turning Point Solutions, Inc., providing branding and marketing strategy, thought leadership marketing, positioning and messaging and integrated media campaigns for clients like Hewlett-Packard, The September 11th Fund, New York City, United Way, Lighthouse International, and other technology, healthcare, association and non-profit organizations.

Irene Maslowski is the President of Maslowski & Associates, a public relations consultancy in Roseland, N.J. She has handled strategic public relations, media relations and crisis communications for corporate and non-profit organizations in health care, government, education, and business-to-business.She is a past president of both the New York City Chapter and New Jersey Chapters of the Public Relations Society of America (PRSA), and in 2011 was elected to the Public Relations Society of America's College of Fellows. She is currently completing a masters degree in communications management at Syracuse University.

For further information, please contact us at (973) 761-9087 or e-mail:

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