Join Deirdre Breakenridge for an in-depth discussion in this video What you should know about PR before watching this course, part of Public Relations Fundamentals.
- Public relations has a very long history that dates back to ancient civilizations. PR has grown tremendously through the years, as a means to share information that influences public opinion and changes behavior. When you think of PR, what comes to your mind? Well, if you asked someone 20 years ago, they would've talked about creating and sharing news releases, distributing announcements via newswire services, media relations, and image and reputation building. While these practices are still present today, there's a clear shift in the way we strategically plan for communication, connect and engage with the public.
Why? There's been a huge shift in the way people want to receive information and what sparks their action today. This made us step back and rethink the way we share stories and engage with people who may advocate on our behalf. Today, you have to learn to apply modern day PR, focusing on a future that's full of changing consumer behavior, continuously shifting media, advanced technologies, and new ways to serve the 21st century business.
The future of PR lies in a meaningful digital or online experience, collaboration and peer-to-peer engagement across the social media landscape, newer technologies that keep advancing the way your customers choose to gather, organize and share their news and information, a dynamic public that's very involved in co-creating with companies to build or enhance their favorite brands, information sharing that can take a brand to new heights of awareness in the eyes of the public or ruin its reputation in minutes.
At the same time, you're taking the best of past PR practices to move forward, always knowing that research, strategic planning, transparency and ethics, and measurement will have a place in your programs. So, if you're looking for solid concepts and strategies, and you want to jump-start your PR plan, then this course is for you. It's not however, a program that digs into all of the tactical execution. However, what you will learn is a solid framework to build a program equipped for creating exposure, engagement, preference, impact and advocacy for your business.
At the same time, you'll be building great relationships and protecting your reputation along the way.
Learn today's public relations techniques and best practices with PR expert Deirdre Breakenridge. In this detailed course, she explains how social media has revolutionized public relations, and offers an effective eight-step workflow you can use to ensure you're sharing the right message with the right audience. Learn how to build a PR plan, develop and optimize messaging, and engage everyone in the media, from reporters to bloggers and influencers. Next, see how to manage relationships and your organization's reputation; amplify awareness with the aid of internal and external "champions"; and plan for, and gracefully navigate, crises. Finally, explore the differences between a news release and a social media release, check out effective visual storytelling techniques for new media, and see how to measure and share PR outcomes.
- Understanding public relations
- Exploring new channels and choices
- Combining trusted research with new media
- Developing audience profiles and buyer personas
- Understanding communications channels and audience engagement
- Understanding earned, owned, shared, and paid media
- Building internal employee champions and reputation management
- Relying on great relationships when crisis strikes
- Issues management vs. crisis management
- Dealing with the media during a crisis
- Visual storytelling in PR: videos, infographics, images, and more
- Best practices for crafting social media posts
- Tying PR measurement to business goals
- Reporting results to execs and other stakeholders
- Uncovering modern-day communication roles and responsibilities