Build the core skills and insights to elevate your strategic marketing communications savvy and spearhead impactful PR initiatives that get results.
Overview
Syllabus
Introduction
- Building a strong PR program
- Building your PR plan
- Developing your PR messaging
- Using a media mix in your PR strategy
- Building media relationships
- Setting attainable PR goals and objectives
- Tying PR to your business goals
- Quantifying PR measurement
- Showcasing PR achievements to executives
- Applying audits: The "fix and forward" approach
- Assessing PR campaigns to improve future impact
- Explore techniques to surface rich customer insights
- Tailoring your PR content for social media
- Identifying and countering misinformation in your PR
- Exploring the rising relevance of AI to PR
- Focusing on data privacy and security with your PR
- Creating ethical benchmarks in PR
- Distinguishing between issues and crises: Choosing the right response
- Building a community: Rallying support ahead of challenges
- Building a crisis response team for social media firestorms
- Building a comment response chart
- Engaging with media during a crisis
- Next steps
Taught by
Deirdre Breakenridge
