Join Deirdre Breakenridge for an in-depth discussion in this video Working with all media: From reporters to bloggers, part of Public Relations Foundations (2014).
- In PR, when we communicate with the media,…we've moved from traditional media relations…to pitching well known blogs and bloggers.…Both carry a great deal of clout.…Journalists are still sought after…even though pundits said…"The rise of the citizen journalist…"was the death of traditional journalism".…However, I know many CEOs who still…want to be on the front page of the Wall Street Journal.…At the same time, if it's a tech company,…they'd like to profiled in Mashable or TechCrunch.…
The bottom line is that…when you're building a relationship,…you want to present yourself as a valuable resource.…Whether you're dealing with a journalist or a blogger,…here are eight practical tips…to get their attention…and to become a trusted source.…Number one, do your homework.…With all of the information available…at your fingertips,…there's no reason that…you can't research a journalist or a blogger…to see what they write about.…What interests their audience?…What trends or types of stories they follow…and how they interact with their readers.…
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.
- Explain two ways to raise credibility.
- Define research.
- Identify the steps to take when auditing social media communication.
- Describe the thinking process PR professionals should use when developing messages and optimizing content.
- Recognize three strategies for becoming a trusted source for journalists and bloggers.
- Differentiate between issue management and crisis management.
- Explain how to create effective infographics.
- Identify the important of understanding data and analytics.
Skill Level Beginner
1. Moving from PR and PR 2.0 to PR Expanded
2. Researching Today's Consumers
3. Learning the Integrated Approach to PR Planning
4. Developing Relationships and Building Champions
5. When Crisis Strikes
6. PR Writing Today
7. Finding the ROI and the Value of PR
Conclusion: Becoming the Modern-Day Communicator
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