Public Relations - A Boot Camp for Beginners

Learning Path: Marketing Pro

Duration: 2 Day(s).

Course Overview

With the increasing speed with which information spreads throughout the world, public relations professionals face intriguing challenges. The days of managing print and broadcast media alone have vanished. You need to manage that, but you also need to leverage, monitor, and manage the dynamic social channels. What has not changed, however, is the need to have a defined strategy and clear, concise and accurate communications. In this course, you will learn the fundamentals that apply across all media channels. You will learn how to determine the type of information to share, write compelling press releases, and manage your media relations.
This is a practical, hands-on workshop where you will work on your own organization’s public relations program. You will draft your plan and media guidelines. You will also write key media messages and draft a press release.

Endorsed by

Learning Objectives

  • Distinguish between strategic and tactical PR programs
  • Design a public relations strategy
  • Learn techniques to develop strong relationships with the press
  • Build your communication skills to meet the demands of public relations

Target Audience
Media and press offices peoples working in public relations.

Course Calendar

Nothing Yet !

Course Outline

Unit One: Understanding the Role of Public Relations
What Public Relations in the Digital World
Pre-Assignment Review
What Is Public Relations?
Unit Two: Building Your PR Plan
Create a Foundation
Define the Goal
Select Your Strategy and Tactics
Eight Steps to Build the Plan
Get Down to Business
Unit Three: Structuring Compelling Messages
Create Your Media Image
Get Clear on Your Message
Develop Media Kits
Create Strong, Positive Messages
Unit Four: Establishing Your Media Guidelines
Define the Guidelines
Two Groups Are Better Than One
Select a Spokesperson
Establish an Approval Process
Unit Five: Managing Media Relations
Build Rapport with Reporters
Be Ready for Tough Questions
Speak in Sound Bites
When You Have “No Comment”
Unit Six: Crafting a Press Release
Before You Start
Rely on the Basics
Unit Seven: Handling a PR Crisis
Have a Business Continuity and Recovery Plan
Set Priorities
Essential Crisis Plan Elements
Unit Eight: Embracing Social Media for Public Relations
It’s Everywhere
Monitoring Tips and Tricks

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