The Nuts and Bolts of Public Relations

Overview

Class Central Tips

In this course, you will learn how to create the necessary collateral related to “doing” public relations, including a press release, story pitch, and media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate a company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so we’ll talk through some tricks to building these relationships. Lastly, we’ll talk about social media influencers and if working with influencers is the right tactic for your communication goals.

Syllabus

Writing the Press Release

In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.

Pitching Stories

In this module, you will learn how to formulate a pitch to share with journalists that will ensure your story makes headlines. You will practice writing a pitch and accompanying press release.

Staying “On Message”

In this module, you will learn how messaging should always ladder up to an organization’s mission and core values, and how different media require different messaging strategies.

Influencers

In this module, you will learn about social media influencers and their return on influence. You will understand why influencers are valuable to communication plans, and the different types of influencers, and how to choose one that aligns with your organization’s goals.