Public Relations Boot Camp
[ZNVPR]
Price: $ 59.95+GST
The field of public relations has changed with the evolution of computers and the speed with which information can spread. However, the need for public relations to be clear, concise, and accurate while being completely appropriate for the situation has not changed. In this comprehensive course, you will learn how to determine the type of information required, to approach PR strategically, create compelling releases, and manage your media relations.
Table of Contents
Public Relations Boot Camp
Session 1: Course Overview
Learning ObjectivesPre-Assignment
Pre-Course Assessment
Session 2: Public Relations
IntroductionThe Print Era
Elements for Success
Pre-Assignment Review
What Public Relations Is All About
Fragmentation
Saturation
Reputation
What it Means to Get Strategic
What it Means to Get Strategic
Session 3: Building Your PR Plan
Defining RealityChecklist for Success
The Five Phases
What’s the Goal?
Functions of PR
Getting Support
Key Supporters
Defining Strategy and Tactics
Defining Strategy
Defining Tactics
The Plan
The Eight Phases
Getting Down to Business
Session 4: Structuring Messages
Creating Your Media ImageMaking Connections
Summary
Getting Clear on Your Message
Making Connections
What is a Media Kit?
Components of a Media Kit
Sample Media Kit: Award Ceremony
Sample Media Kit: Crisis Situation
Sample Media Kit: Logo Redesign
Attention to Style
Creating Strong, Positive Messages
The MEDIA Model
Session 5: Establishing Media Guidelines
Defining GuidelinesTwo Groups are Better Than One
Selecting a Spokesperson
Select Great Communicators
Approval Process
Session 6: Managing the Media
Building Rapport with ReportersTough Questions
What is a Sound Bite?
The SIM Model
Timing is Everything!
Sample Sound Bites
Getting Creative
Options When You Have 'No Comment'
Summary
Session 7: The Press Release
Before You StartOther Options
The Basics
Give it a Shot
Session 8: PR and the Crisis
Business Continuity and RecoverySetting Priorities
Essential Crisis Plan Elements
Exercising Options
Reviewing and Revising
Session 9: Social Media and Public Relations
Where It IsMaking Connections
Monitoring Tips and Tricks
Making Connections
Session 10: A Personal Action Plan
Starting PointWhere I Want to Go
How I Will Get There
Summary