This course will equip you with everything you need to become an expert public relations professional. It’s packed with case studies, statistics, checklists, templates and practical activities that bring the theory to life.
The course begins with PR’s value to businesses and how it has evolved over the last decade, with exciting developments making it more relevant than ever.
Then, we look at all the research you need to do before you plan a winning PR strategy.
What Will You Learn?
- How to build a PR strategy that generates leads, makes your brand famous, builds a community and attracts customers.
- How to use PR to increase traffic to your website.
- How to manage, implement and measure the success of your PR strategy.
- How to present your PR strategy to stakeholders, get buy-in and secure budgets.
- How to persuade journalists and influencers to endorse your company.
- How to use social media, video, content and traditional media to gain publicity.
- How to enter awards and increase your chances of winning.
- How to launch your PR career, including finding a job and choosing a specialism.
- How to write for PR.
- How to generate your own media stories.
- How to manage a crisis / handle negative publicity.
- How to build authority and thought leadership through the media.
- How to find out which journalists are worth targeting.
- Get help from the instructor and a community of seasoned PR pros by joining our exclusive Facebook group
Material Includes
- Get my list of my 50 top tools for PR pros after you have completed the course.
Requirements
- An interest in the exciting world of public relations.
Course Content
Introduction
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Introducing the Ultimate Public Relations Masterclass
Introducing PR
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Introducing PR
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What is PR?
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Activity: What is PR?
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Core concepts of PR
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Digital PR and your website
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Core concepts in PR
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Digital PR and your website
Research and planning
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Research and Planning
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Setting PR Objectives
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Understanding your target audience
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Gaining context
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Understanding your target audience
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Gaining context: Conducting a SWOT analysis
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Developing your messaging
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Defining your key messages
Generating ideas
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Finding a story that works
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Creativity in PR
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Creating newsworthy stories
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Search today’s news for PR stories
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Finding your hook
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Activity: Generate a few story ideas (working with AI)
Media Relations
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Media Relations
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How the media works
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Engaging with the media
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Finding your target media
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Creating a target media list
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Building relationships with journalists
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Pitching your story to the media
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Crafting a pitch (with help from ChatGPT)
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Handling media interviews
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Newswires
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Digital distribution beyond the media
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Media Relations
Social Media
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Social Media
Other PR tactics
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Other PR tactics
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Influencer relations
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Analyst relations
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Using video in PR
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Trade shows and conferences
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Hosting your own events
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Entering awards
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Owned channels
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Case studies – Three impressive PR campaigns
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Other media relations tactics
Writing for PR
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Writing for PR
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Producing great content
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PR writing formats
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Writing for PR
Strategic PR Planning
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Strategic PR Planning
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Why plan?
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The one-page PR strategy
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The PR Plan
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Managing your PR plan
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Running a PR campaign
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Measurement and reporting
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Creating your one-page strategic plan
Issues management and crisis communications
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Issues management
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Crisis communications
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Crisis management case studies
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Issues management and crisis communications
Team Development Process, Assessing Team Performance, Improvement Action Plan
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The Forming, Storming, Norming, Performing Process
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How to Assess Team Performance?
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Improvement Action Plan Development
Lean Management Framework In Teamwork
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What is Lean Management?
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Lean Management Principles
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Lean Management and Teamwork
Conflict Resolution, Conflict Management, Conflict Prevention
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Causes of Conflicts
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Conflict Resolution Techniques
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Conflict Prevention Techniques
Lessons:
