Overview
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Learn a modern approach to public relations. Discover an eight-step PR process to create media exposure, sway consumer opinion, and maintain a good reputation.
Syllabus
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Introduction
- Building your first PR program
- Starting with your credibility
- Using an eight-step PR approach
- Developing audience profiles
- Using trusted research with new media
- Investigating PR and social media audits
- Applying SWOT to move forward
- Developing your PR plan
- Setting attainable goals and objectives
- Developing your messaging
- Understanding content optimization
- Using a media mix to get attention
- Building media relationships
- Igniting employee champions
- Using influencer marketing
- Developing community before a crisis
- Creating your crisis team and playbook
- Adding social media in a crisis plan
- Comparing an issue versus a crisis
- Building a comment response chart
- Engaging with media during a crisis
- Uncovering fake news
- Learning visual storytelling
- PR writing for social media
- Tying PR to business goals
- Quantifying PR measurement
- Reporting to business executives
- Documenting lessons learned
- Why AI matters to PR
- Creating ethical benchmarks in PR
- Next steps
