The Academy will continue to host a cohort of 30-40 students with exclusive programming to satisfy certification requirements.

For 2022, we will offer cohort participation both in-person in Atlanta and online (limited to 5 students. Students must live more than 2.5 hours away via flight or 12 hours driving).

Students accepted into the cohort will be required to participate in self-paced and live training experiences. All activities must be completed to receive the Certificate of Completion from the Department of Advertising and Public Relations, Grady College at University of Georgia. The activities include:

  • Cohort training: high quality, skill development trainings led by industry professionals.
  • Cohort networking and personal development opportunities: a speed advice event, resume and LinkedIn critique plus headshot.
  • Capstone campaign project: Divided into groups of 5 or 6 students, team will work on a corporate or nonprofit challenge. Team will need to commit time after schedule events to complete the assignment. All team members must attend required coaching meetings with mentors.
  • Career tracks: Self-paced training modules in leading niche areas: Crisis Communication, Health Communication, Entrepreneurship, and Sports & Entertainment. Each student will be required to complete ONE module. Each module will have 4 videos and a writing assignment to complete the course.

2022 Curriculum

Understanding the Possibilities

There is a place where you can exercise creativity, innovation, and strategic thinking. Explore advertising and public relations career opportunities and discover where your career path can take you.

Identifying the Solutions

A campaign that seeks to solve a pressing business challenge for a corporation or nonprofit organization must be backed by a solid plan. This series of courses will guide students through the planning process with a focus on how to effectively determine goals and objectives, identify the target audience and explore the consumer journey.

Talking with Consumers

What, why and how you resonate with consumers takes finesse. This course will outline the creative aspects of message development including “concepting”, writing techniques, and message creation.

Reaching Consumers

The toolbox for AdPR professionals provides a variety of options for how to connect with consumers. Which pathway makes the most sense – media, events, film, or social media and which will generate the most return on investment? This series of courses will expose participants to the paid-earned-shared and owned framework.

Engaging Consumers and Measuring Results

Engaging consumers? In a world of Big Data, KPIs and scorecards, measurement and evaluation can’t be anecdotal or informal. How do you know if your campaign accomplished its intended goal?

Celebrating Success

You made it to the end of the program and now it is time to showcase what you have learned and to acknowledge what your team has accomplished. Participants will present their capstone projects to a panel of judges and top campaigns will be recognized at the celebration event.